The latest example of a label finding a partner in the esports world is QC Holdings, the parent company of hip-hop label Quality Control Music, investing in a startup called Xset.

The investment is part of a wider strategic partnership between the two companies, including creating short and long-form video series together; recruiting and managing gaming talent; co-hosting events and creating merchandise. It’s a significant partnership for Xset, which was founded last year by executives who’d previously been at one of the biggest esports outfits, Faze Clan.

Meanwhile for Quality Control, which helped the likes of Cardi B, Lil Baby, Migos, and Lil Yachty in their formative years, it’s a route into the fast-growing gaming and esports market.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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