ESL and Universal Music Group enter partnership to form record label

Here’s a rather interesting and unexpected partnership making the news. As reported by The Esports Observer, ESL and Universal Music Group Europe have teamed up to form a record label for artists to perform at Esports events. It will basically be a joint record label partnership with the music side being incorporated into ESL’s broadcasts worldwide and on social media. You can also expect to see live performances during their many many tournaments.

“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.”

The two will work in conjunction to scout as well as sign and promote the new talent through ESL’s esports events. This is not the first time ESL has combined music with esports. They just did a recent collaboration with ICS (International Concert Service) in Germany, to begin a dedicated esports tournament and exhibitions space at the Wacken Open Air Festival.

Dirk Baur will be in charge of the new label  he is also president of UMG’s Marketing Labs division, and Gustav Käll, UMG head of esports for central Europe.

“I am excited to be part of the first team to work on identifying and pushing artists specifically for the esports space,” commented Dirk Baur. “Marketing Labs specialises in strategies for content targeted at a digital audience and it will be a treat to develop international and multi-platform approaches for the global gaming community.”

It is rather interesting to continue to see music and esports working in combination and also adds an extra element to the already exciting world of competitive esports and the tournament atmosphere.

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