US: BMG takes center stage as the official music partner of the LCS
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Riot Games’ League Championship Series (LCS), North America’s largest professional esports league, has partnered with BMG to bring its vast music catalog, artist performances, and more to the world’s most-watched esport:s League of Legends.
Celebrating its ninth year, the LCS is the third-most-popular major professional sports league among 18- to 34-year-olds in the United States. This year, the LCS kicked off with a refreshed look and tagline (“made by many”) to celebrate the fans, pros, and teams that support and inspire the future of sports.
Recently, BMG recording artist K.Flay’s single ‘TGIF (feat. Tom Morello)’ was featured in the LCS’s Summer Kickoff film Ruled By One. The infectious single is from K.Flay's forthcoming EP Inside Voices and will be featured throughout the LCS Summer Kickoff. Over the course of the 2021 Summer Split and throughout the 2022 season, the LCS will feature further BMG artists and songs in broadcast, as well as live performances and other surprise music content, pushing the boundaries of music and sports entertainment.
Matt Archambault, Head of Esports Partnerships for NA & OCE, said, “At the LCS, and Riot overall, we've always appreciated the strong connection between gaming and music. Through our partnership with BMG, we're excited to deepen that bond and find creative ways to integrate their artists; music into the LCS broadcast experience, starting with our Summer Kickoff film Ruled by One. We can't wait to unveil the other performances and content we have planned for this summer and beyond."
Marian Wolf, VP Head of Global Writer Services & BMG China, said “We are delighted to team up with LCS and create a unique convergence between music and esports. Our partnership opens the doors to endless possibilities for our artists and songwriters to highlight their exciting new releases and showcase BMG’s extensive music catalog on the digital platforms of one of the leading companies in esports."
Henry Bishop, Manager, Global Writer Services, said, "BMG is thrilled for our Artists to engage LCS fans and take authentic music, sports, and gaming experiences to the next level!"
Summer Split kicks off on Friday, June 4. Check out the sneak peek at some of the artists you might see (and hear) this summer!
June 3, 2021 8:28am ET by Pressparty