Formerly of Apple Music (and, of course, before that a long and storied career as a producer, label executive and headphonepreneur) Jimmy Iovine is getting into esports. No, he’s not in training for the next Fortnite World Cup (although we’d absolutely pay to watch that) – Iovine has invested in one of the biggest esports franchises, FaZe Team.

The investment is part of a wider announcement of the latter’s partnership with merchandise firm Ntwrk. “FaZe Clan is a very powerful pipeline into gaming culture, and their cultural impact reminds me of the early days of ‘90s hip-hop,” Iovine told Variety. “It’s a really smart way into e-commerce — through culture, and it feels like a great combination with Ntwrk.”

This is by no means FaZe Team’s first crossover with the music world: rappers Lil Yachty and Offset have joined its squad in the not-too-distant past, while its CEO Lee Trink is a former president of Capitol Records. Meanwhile, Ntwrk also has close ties with the music world – Drake and Live Nation have invested in the company, while its co-founder Jamie Iovine is Jimmy’s son.

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