Business News Deals Labels & Publishers

Universal partners with esports giant ESL

By | Published on Thursday 23 August 2018


Universal Music has announced a new partnership with esports company ESL. The major will provide recordings and performers for ESL’s live video gaming tournaments and the two companies will also launch a new joint venture record label. It’s an interesting alliance given the recent boom in live video gaming-based shenanigans.

“I’m delighted that UMG and ESL, two market leaders in global entertainment, have joined forces”, says Universal Music Group Central Europe CEO Frank Briegmann. “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”.

ESL’s SVP Global Sales & Business Development, Bernhard Mogk adds: “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. 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”.

The new partnership will be run out of UMG’s Berlin offices.