Esports events will have a new resource for playing music on their broadcasts with the launch of OFFMETA, a new independent record label. The company aims to serve as a “one-stop licensing solution” developing artist integrations for broadcasts and content with a focus on gaming, esports, and digital culture.
As part of the launch, OFFMETA has announced a collaboration with the ESL Pro League which will feature artist integration from Canadion rapper bbno$. As part of the deal, the rapper’s song ‘bad to the bone’ and its corresponding music video will be integrated into the broadcast throughout the Pro League Season 13.
According to a release, OFFMETA will aim to give its partners a broader range of music options for their broadcasts and “make it easier…to access and exploit music in the future.”
The company is led by former Universal Music product manager Jannis Wenderholm who serves as label head, and Line Rindvig in the role of director of partnerships. Rindvig previously worked as an artist manager and has worked with brands such as Mercedes-Benz, Reebok, and StockX. OFFMETA is also co-founded by investment company NumLock Ventures.
In recent years, music has become an integral part of esports broadcasts and event production, and many organizers have looked to team up with the music industry. Riot Games has established partnerships with Warner Music and Spotify, and last year OverActive Media announced a multi-year collaboration with Universal Music Canada. In 2018, ESL and Universal Music Group joined forces to launch a gaming-centric record label, Enter Records.
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