Esports events will receive a new resource for playing music in their broadcasts with the launch of OFFMETA, a new independent record label. The company aims to serve as a one-stop licensing solution by developing artistic integrations for streaming and content with a focus on gaming, esports and digital culture.
As part of the launch, OFFMETA announced a partnership with ESL Pro League, which will feature integration with Canadian rapper bbno $. As part of the deal, the rapper's song "bad to the bone" and its accompanying music video will be integrated into the air during ESL Pro League Season 13.
According to the press release, OFFMETA will strive to provide its partners with a wider range of musical opportunities for their broadcasts.
The company is led by former Universal Music product manager Jannis Wenderholm, who is the head of the label, while Line Rindwig is the director of partnerships. The latter previously worked as an artist-manager with brands such as Mercedes-Benz, Reebok and StockX. Note that OFFMETA is also a co-founder of the investment company NumLock Ventures.
In recent years, music has become an integral part of esports broadcasting and event production, and many organizers have sought to align with the music industry. Riot Games has partnered with Warner Music and Spotify, and last year OverActive Media announced a multi-year partnership with Universal Music Canada. In 2018, ESL and Universal Music Group teamed up to launch a game-focused record label, Enter Records.