Warner Music Spain is entering the world of esports, a market that’s estimated to be worth almost $2 billion by 2022.
The company has partnered with Spanish esports team, MAD Lions, owned by Canada-based OverActive Media.
The partnership follows April’s news that Warner Music (WM) Asia has inked a deal that will make it the exclusive music partner to prominent gaming platform Esports Player League (ESPL).
Headquartered in Toronto, with offices in Madrid and Berlin, OverActive has five esports teams in four of the top global leagues.
The company has raised over C$100 million (approx $79.5m) in under three years from investors, brands, athletes and superstar artists, including Bell, Westdale Properties, Ov2 Capital, The Weeknd, Mitch Marner (NHL), Phil Kessel (NHL), Carl Hagelin (NHL) and The Montreal Canadiens.
According to a media release, the partnership will see Warner Music Spain “enhance the fan experience across music, esports and video games”.
The partnership is also described as “the first agreement of its kind in Spain”, with a statement adding that Warner Music Spain has a “commitment to esports and gaming in the country”.
MAD Lions was founded in 2017 by Jorge Schnura and Marcos Eguillor, with prominent e-sports players and YouTubers Willyrex and Vegetta777 joining as partners.
Willyrex and Vegetta777 have 16.8m and 32.5m YouTube subscribers respectively.
The team was acquired by OverActive Media in 2019, bringing the number of OAM’s owned teams to 15 in seven different countries.
“For Warner Music Spain, joining MAD Lions means our entry into the territory of esports and gaming, where music is a dynamic element and will be an added value for our artists, players and fans of both worlds.”
Sergio Méndez, Warner Music Spain
Sergio Méndez, Head of Artist Services & Institutional Relations, added: “For Warner Music Spain, joining MAD Lions means our entry into the territory of esports and gaming, where music is a dynamic element and will be an added value for our artists, players and fans of both worlds.
“We are delighted to do it hand in hand with a professional team like MAD Lions, which is achieving an impeccable esports career.”
“We are delighted to have music partners like Warner Music Spain join the MAD Lions family.”
Vegetta777
Vegetta777, added: “We are delighted to have music partners like Warner Music Spain join the MAD Lions family.
“For us it is a logical step in our strategy as a brand. Putting more emphasis on lifestyle is part of our vision as an organization and this is yet another step toward that vision.
“This partnership will allow us to create special content and fan experiences that go well beyond gaming competition, expanding and reinforcing the unique MAD Lions brand.”
“For creators, being able to use top-level music in our content is essential for optimal quality, engagement and monetization.”
Willyrex
Willyrex, said: “For creators, being able to use top-level music in our content is essential for optimal quality, engagement and monetization.
“When we entered MAD Lions, we did it with the aim of always going one step further, and today continue that objective, with the help of a partner like Warner Music Spain.”
Music Business Worldwide