The latest label exploring the crossover between music and esports is 777 Music, which has launched its own esports division.
The company says it’s keen to explore the potential for genres beyond electronic-music to reap the rewards of pro-gaming partnerships. It has launched an online community for music and gaming fans, and is setting up esports teams to compete in leagues and tournaments based on games like League of Legends, Counter-Strike, Rocket League, FIFA 19 and Brawl Stars.
777 Music is hoping to make the most of its existing music audience: it has more than 1.3 million monthly music listeners, and its catalogue currently does 500k daily audio streams, and 2m monthly YouTube views.
777 eSports launched on 23 March, and the label says it is keen to forge partnerships with brands and investors, to help grow the community.