OverActive Media (OAM) and Universal Music Canada (UMC) announced a multi-year collaboration that will see the two companies create content together. The deal will see OAM and UMC promote and create content for esports and more.
According to a release, the partnership will see select music from Universal Music Canada become part of the official playlists of the Overwatch League’s Toronto Defiant and Call of Duty League’s Toronto Ultra, as well as the walkout music played when the players and team are announced during events.
UMC artist performances will also take place at event weekends in Toronto, with both brands coming together to launch official Defiant and Ultra DJ searches.
Chris Overholt, President and CEO of OverActive Media, discussed the partnership in a release: “We are so excited to finally announce this partnership with our friends at Universal Music Canada, and we think this will be a game-changer for the relationship between both industries. Music is so integral to our players in both their personal and professional lives, and we are thrilled to have our brands creating original content and working alongside rising Canadian talent and global musical superstars.”
To celebrate the beginning of the inaugural Call of Duty League season and the third Overwatch League season, a few of the Ultra and Defiant players reached out to their fans on social media asking for music suggestions to create the first official Toronto Defiant and Toronto Ultra team playlists.
Jeffrey Remedios, Chairman & CEO of Universal Music Canada, added: “Our partnership with OverActive Media allows us to grow awareness of our artists and their music with the highly engaged gaming community. The popularity of esports has skyrocketed, and we look forward to being OAM’s official music sponsor during these early days as they kick-off their Toronto leagues and in the years to come.”