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eSports – A New Platform For Music Artists

by hridika ahire
eSports – A New Platform For Music Artists

February 11, 2021

Esports has been around for quite some time now. In the beginning, it was purely just players playing the game. No one, other than the players, would take any interest in it. This has changed tremendously in recent times.

Esports has been roping in a lot more people than just players. Musicians, actors, and even sportspersons are investing and indulging more and more in Esports. According to various sources, ever since the pandemic hit the world, many people turned to Esports as a source of entertainment.

Live streamers were on an all-time high as no new movies or series were being produced. Esports Leagues and Game Developers took full advantage of this situation. They knew that more people were, and still are (the pandemic still isn’t over), turning towards esports- it was their time to shine.

Esports will be bigger than Music and Films combined.

- Frank Ng, CEO, Allied Esports

Big Labels Teaming Up With Esports Pros

Many of the world’s biggest and best artists have collaborated with some of the most prominent esports brands at an unmatched rate. For instance, Universal has teamed with a Danish organization Astralis, who competes in Europe’s Pro-League of Legends competition.

Not only Universal, but Warner Music has also continued their relationship with the LEC for the third year in a row. Riot gaming started collaborating with musicians in 2013. Steve Aoki was one of the first people to invest in Esports in 2016 by buying a majority stake in Las Vegas-based Esports team Rouge.

League of Legends & Other Games

Riot Games publish League of Legends, which many of you have experienced and loved. They have made music an integral part of Esports. Imagine Dragons and Chrissy Costanza have become popular in Esports as they created the official theme songs for the League of Legends World Championship.

Riot has also created a K-Pop group named K/DA in-game. This little group includes Madison Beer, Jaira Burns, (G)I-dle members Miyeon and Soyeon, the characters’ voice- Ahri, Akali, Evelyn Kai’Sa, respectively.

Riot Games and Esports Music Riot

A music video was released by this Riot Games on YouTube, surpassing 100 Million views in a month and reached 400 Million views at its peak. It was at the top of Billboard’s Worlds Digital Song Sales chart. They also released EP in 2020 titled K/DA: ALL OUT. This included five new songs, and most famous of these is “More” which received 68 million views as of January 2021.

Hyperplay is the only place where Esports event doesn’t only feature Hip-Hop but a Multifaced Pop. League of Legends developers partnered with MTV to host the esports and music festival Hyperplay at Singapore Indoor Stadium. It consisted of artists like Alessia Cara, Nick Jonas, Slot Machine, The Sam Willows, Afgan and CL.

Alan Walker in Esports!

Alan Walker’s ‘Into the dark side’ was a massive hit in the gaming industry and the music industry because of the video’s creative visuals that pleased both. This was released as an anthem for the most viral game of the time– PUBG.

The collaboration between the gaming organizers and musicians gave many musicians a platform to showcase their talent to the live audience that wouldn’t usually attend their live shows. This gave the musicians a newer and much broader platform.

These performers get the time to shine at tournaments when there is an opening show, half-time show, and ending show just like any other sports championships have.

Millennials and Gen Z Booming Esports

In this generation, the millennials and Gen Z make up the fan base for esports as it involves esports teams competing on a global level and this is being streamed and broadcasted online, on TV and live as well.

It is said that some music consumer segments are even more likely to attend Esports events than specific gamer segments: 3% of consumers now attend Esports event, compared to 5% of average gamers. This rate, however, increased to 7% among music service subscribers. Also, 10% of live concert goers have been attending Esports event.

As Esports keeps growing, both the industries have been merging due to living events, cameos, and in-game content. Developers have even been allowing in-game music to be broadcasted all over.

All That Glitters Isn't Gold

The only vice is that while the games are on, commentary has become necessary for the crown to understand what is happening in-game. This causes the music in-game to be muted. As Esports is becoming increasingly popular, the need to have more audio content has risen.

More audio-visual artists are needed to keep up with the popularity of Esports. This tells us exactly how big the Esports industry has gotten. It’s become so huge that it has surpassed the music industry already and needs new music and new artists.

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