Luminosity Gaming Partner with Universal Music Canada and Launch 'Gaming Hip Hop' Playlist - Dexerto

Luminosity Gaming Partner with Universal Music Canada and Launch ‘Gaming Hip Hop’ Playlist

Published: 14/Jul/2018 14:32 Updated: 26/Jul/2018 12:07

by Calum Patterson


Canadian esports organization Luminosity have announced a breakthrough partnership with the Canadian arm of Universal Music and have launched ‘Gaming Hip Hop’.

Luminosity say it is the first partnership between a record label and an esports organization, and will “formally connect music and the ever-growing gaming world.”

Luminosity has some of the biggest names across esports within their organization, both competitive/professional players as well as streamers.

In total boasting over 60 million social media followers, Luminosity fields teams in Call of Duty, Counter-Strike and SMITE, plus some of the biggest names in streaming including Tyler “Ninja” Blevins.

The partnership with Universal Music may have been inspired by Ninja’s groundbreaking stream with Drake, who is signed to Republic (a division of UMG), which smashed Twitch viewing records.

Professional gamers and streamers are often playing music when live streaming, mainly Hip Hop, and so the partnership’s first project is the ‘Gaming Hip Hop Playlist’. UMG Canada President & CEO Jeffrey Remedios recognized the opportunity that music has in gaming:

“We are always looking for new ways to reach music fans and Luminosity Gaming is the answer. Music is an essential part of esports and gaming as the two worlds are very much intertwined.

We’re very proud to forge a local connection with a global reach between two Canadian organizations located in Toronto.”

And it will not just be ‘gaming’ playlists, as the partnership also hopes to get gamers and LG fans “closer” to artists, with “exclusive contests, breaking news, sneak previews, events and more.”

The companies want to ‘cross-promote’ by developing content which can be shared through live streams, not just by gamers but by artists too – so maybe another Drake and Ninja stream on the way?

Luminosity founder Steve Maida said the partnership was another example of the expansion and opportunities of esports.

“Our pairing is a natural fit and I’m looking forward to seeing how we can further integrate music into gaming. This partnership with Canada’s leading music company is only further proof esports is multi-faceted and has no boundaries.”

You can check out the ‘Gaming Hip Hop’ playlist here, available on both Spotify and Apple Music.


Rapper Swae Lee invests in XSET org founded by former FaZe executives

Published: 28/Oct/2020 18:28

by Adam Fitch


The rapper, who’s half of hip hop duo Rae Sremmurd, has invested an undisclosed sum in recently-launched organization XSET.

Launched by former executives at FaZe Clan, XSET pride themselves on diversity and being free of the “frat house culture” present in other organizations.

Swae Lee initially told Rolling Stone that he had invested eight-figures in XSET, though the organization later explained that that wasn’t the case but didn’t disclose a solid figure.

The rapper and XSET members gathered at the Triller house on October 22 to celebrate the launch of his latest single, prior to announcing his official involvement. As you’d perhaps expect, they played games live on the org’s Twitch channel.

XSET Swae Lee Single Launch
XSET helped Swae Lee celebrate his new single.

The report states that further deals with recording artists are in the works, as well as with athletes, and are due to be announced in the coming months.

“I always wanted to be on what’s next. There’s a network of people like myself who want to bring simple access for fans,” Swae Lee said regarding his decision to invest.

“XSET, FaZe, they have fans who like to do the same things I like to do, sit at home on a game and be lazy. I want to help make a huge network for all the kids to enjoy gaming, talk about life, talk smack to each other, get merch and have first-person access to rappers.”

Following FaZe Clan initiating president Greg Selkoe’s exit in January 2020, he and a couple of colleagues launched XSET in July. Serving as the CEO, he’s joined by vice president of apparel, Wil Eddins, and vice president of business development, Clinton Sparks.

Rappers and esports organizations have been coming together for quite some time now. Notable moves include Drake with 100 Thieves, Wiz Khalifa with Pittsburgh Knights, Pusha T and Logic with Chaos EC, and Offset with FaZe Clan.