TORONTO (CelebrityAccess) — Universal Music Canada announced that it has partnered with the Canadian eSports operation Luminosity Gaming in a bid to fuse music and competitive gaming.
The deal, announced by Universal Music Canada President & CEO Jeffrey Remedios and Luminosity Gaming Founder Steve Maida, will see the two companies create a platform for Universal Music artists to promote their music to eSports fans. The deal will also provide access to Luminosity to tie in with UMG’s artists to offer their fans access to exclusive contests, breaking news, sneak previews, and live events.
Originally founded in Canada, by Steve “Buyaka” Maida in 2015 Luminosity Gaming has grown to be a force in the realm of eSports. Luminosity maintains competitive teams in a number of games, including Fortnite, Call of Duty, Madden, H1Z1, and Smite, but they focus on Counter-Strike: Global Offensive, a popular modern military shooter.
“We are always looking for new ways to reach music fans and Luminosity Gaming is the answer. Music is an essential part of esports and gaming as the two worlds are very much intertwined,” said Remedios. “We’re very proud to forge a local connection with a global reach between two Canadian organizations located in Toronto.”
The deal is the latest in a series of tie-ups between the eSports community and the music industry. Last year, AEG pacted with game-maker Blizzard Entertainment to help establish the Overwatch League, including the launch of several dedicated event spaces around the country. As well, AEG last year took a stake in the Immortals, an eSports franchise that competes in League of Legends, Counterstrike GO, and Overwatch, among other games that will see the Immortals play their Los Angeles games at the Staples Center.
In September, AEG also announced a 5-year tie-up with ESL, the world’s largest producer of eSports events. The deal gave ESL access to AEG’s venue portfolio of 120 clubs, theaters, arenas and stadiums for qualifying events, tournaments, and world championships, including the Barclays Center, The O2 Arena, and Oakland’s Oracle Arena.