OverActive Media has partnered with Universal Music Canada to unite esports and music. OverActive is the esports organization behind the Overwatch League team Toronto Defiant and Call of Duty League team Toronto Ultra.
With this new partnership, the players of each team get to curate unique playlists for their fans. This is in addition to receiving team walk-out music for their Overwatch and Call of Duty broadcasts.
Earlier this month, the players asked their fans over on Twitter for their music suggestions. The result is two playlists for the Toronto Defiant and the Toronto Ultra that you can now listen to on Spotify, Apple Music, and YouTube.
Also earlier this month, Toronto Defiant’s Brady “Agilities” Girardi and Toronto Ultra’s Anthony “Methodz” Zinni met up with award-winning band The Beaches during a content shoot.
With the Call of Duty League inaugural season drawing near, as is the Overwatch League 2020, fans can expect live performances by Universal Music Canada artists during event weekends.
This is not the first time that OverActive Media has collaborated with music artists. Although the announcement was revealed today, the organization has already worked with Universal Music Canada in the past. Just last year, the Toronto Ultra launch party featured rappers NAV and Zach Zoya.
Chris Overholt, the president and CEO of OverActive Media, said he is excited to finally make the partnership announcement. He added that it will be a game-changer for both industries.
“Music is so integral to our players in both their personal and professional lives, and we are thrilled to have our brands creating original content and working alongside rising Canadian talent and global musical superstars,” Overholt said.
Jeffrey Remedios, the chairman and CEO of Universal Music Canada, shared similar sentiments. “Our partnership with OverActive Media allows us to grow the awareness of our artists and their music with the highly engaged gaming community,” he said.
Remedios added that with the skyrocketing popularity of esports, Universal Music Canada looks forward to working with OverActive Media.