Cologne, Germany (CelebrityAccess) – Universal Music Group announced a multi-year partnership with eSports giant ESL that will see UMG’s artists promoted through ESL’s live events and digital platforms.
If you’re new to the world of eSports, you might not recognize the name ESL but the company is the largest producer of competitive electronic gaming events in the world. ESL organizes competitions such as the Intel Extreme Masters, ESL One, ESL National Championships and other top-tier stadium-size events, as well as grassroots amateur cups, leagues and matchmaking systems.
Their influence in the eSports market extends online as well, where in 2017, more than 300 million people tuned in to watch ESL events, primarily on streaming platforms such as Twitch.
Through ESL’s deal with UMG, the companies will collaborate on 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 the content across all ESL tournaments and channels.
This will also include the exclusive 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.
The strategic relationship with ESL and label partnership will be managed out of Universal Music Group’s Berlin headquarters by Dirk Baur, President Marketing Labs and Gustav Käll, Head of Esports at UMG, Central Europe, who will oversee day by day operations.
“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.”