COLOGNE: The Central European division of Universal Music Group (UMG) have announced a multi-year partnership with ESL Gaming, the world’s biggest eSports company that will be managed out of UMG’s Berlin headquarters.
The aim of the agreement is to exclusively help Universal discover and promote new artists through ESL’s global tournaments and channels. In an industry first, UMG will partner with ESL to create a destination for gaming and music fans alike to experience the official soundtrack of the world’s esports leagues and tournaments.
The strategic partnership includes the launch of a new joint-label between ESL and UMG, where artists and producers will be able to submit their work to the label’s A&R team, who will sign and promote talent across all ESL tournaments and channels worldwide.
This will also include the integration of new music into global live broadcasts and ESL social media channels, as well as performances during live tournaments, which will take place during half-time shows and prior to grand finals globally.
In 2017, more than 205 million people watched ESL events around the world.
In making the announcement, Frank Briegmann, president & CEO of 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,” said Bernhard Mogk, SVP Global Sales & Business Development, ESL.
“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.”
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