The Universal Music Group Central Europe has revealed that they've entered into a multi-year partnership with esports event organiser ESL to help discover and promote music artists through ESL's competitions and channels.
This partnership includes the launch of a new joint label between the pair, where artists and producers alike can submit their work while they promote talent throughout ESL. New music will also be integrated into ESL's live broadcasts and social media channels, which is important since over 300 million people watched their events last year.
Frank Briegmann, President & CEO Central Europe Universal Music Group and Deutsche Grammophon, said: "I'm delighted that UMG and ESL, two market leaders in global entertainment, have joined forces. Together, our dedicated new label, with its laser-sharp focus on the artists and music of esports, will provide the soundtrack to the gaming experience for this massive global audience for years to come."
"Music is a universal language and, like gaming, one of the key-pillars of pop-culture. Over the last couple years, live music acts have become an integral part of our global tournaments," added Bernhard Mogk, SVP of Global Sales & Business Development. "We are looking forward to giving new artists and talent a new platform to perform on and to provide even more entertainment to our fans, both on-site and for everyone watching our live streams around the world. This joint venture with Universal Music is a win-win for everyone."
Is this a good way to promote new music?