What should the music industry learn from the world of e-Sports?
Oct 4, 2023
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Maria Egan, Global Head of Music at Riot Games, discusses the connection between music and e-Sports, including Riot Games' collaboration with New Genes for the World's Anthem. They explore the success of virtual music projects like KDA and the potential of future virtual groups. The chapter also highlights the intersection of music and technology, challenges in the music industry, and surprises within the industry.
The collaboration between Riot Games and Korean act New Genes for the League of Legends World Championship 2023 anthem demonstrates the potential for crossover between music and esports, leveraging the captive audience of gamers with a strong affinity for music.
Esports events like the League of Legends World Championship offer a unique platform for artists to showcase their music to a massive and engaged audience, connecting with fans who may not have been reached through traditional means.
Deep dives
Riot Games and New Genes Collaboration for the League of Legends World Championship
Riot Games, known for its popular online video games like League of Legends, has collaborated with Korean act New Genes for the official anthem of the League of Legends World Championship 2023. The anthem, titled Gods, celebrates Korean culture and aims to resonate with Riot Games' massive global audience. Riot Games has been successful in merging music and gaming, previously working with artists like Imagine Dragons and Little Nas X. The company sees the potential for crossover between music and esports, leveraging the captive audience of gamers who have a strong affinity for music.
The Scale and Potential of Esports and its Intersection with Music
Esports, similar to any other sport, has gained tremendous popularity and viewership globally. With a vast and engaged audience, esports provides an opportunity for music to reach a mass fandom. Events like the League of Legends World Championship, with its huge viewership, offer an exceptional platform to showcase music. Artists like Lil Nas X have performed at these events, connecting with audiences that traditionally may not have been reached. The overlap between gaming and music fandoms is substantial, creating a chance for artists to tap into a passionate and captive audience of gamers.
Virtual Artists and Fandom in the Music Industry
The emergence of virtual artists, like KDA, offers a new avenue for music and technology to intersect. While developing fandom for virtual characters can be challenging, partnerships with existing popular game characters, as seen with KDA, can create a strong connection between players and music. The success of KDA, with over a billion streams and a worldwide fan base, highlights the potential for future projects in the virtual artist space. The ability to create captivating visuals and music within gaming studios, combined with the massive global gaming audience, opens up opportunities for music creators to reach and engage with fans in unique ways.
Empowering Music Creation and Redefining the Music Industry
There is a growing demand for music creation tools and AI-powered music applications. The democratization of music creation allows more individuals, regardless of their background or resources, to engage in music production. This has the potential to uncover talented creators who may have been overlooked by traditional music industry gatekeepers. By embracing technology and creating platforms that encourage participation and sharing, the music industry can foster a more inclusive and diverse community of music creators. The focus should be on making the fan experience more centralized and engaging, embracing the idea that everyone can be a musician and creating a space where the community can determine what is great and resonates with them.
Welcome to the latest Music Business Worldwide podcast supported by Voly Music.
On this 'cast Tim Ingham, founder of Music Business Worldwide, is joined by Maria Egan, the Global Head of Music – as well as events – at Riot Games.
Riot is home to a number of extremely popular online games, including League of Legends and Valorant. But it’s also a TV and movie producer: Riot made the award-winning Netflix animated series, Arcane.
Today, Riot Games is owned by Chinese giant Tencent, which paid $400 million to buy a 93% stake in the company in 2011.
Maria Egan joined Riot last year from music-making platform Splice, where she was Chief Music Officer. Prior to that, Egan was a highly successful President and Head of Creative at PULSE Music Group.
Egan's career so far has seen her work closely with talent including Kehlani, Tiesto, Run The Jewels, and more.
She is also an alumnus of Columbia Records, where she was once Vice President of A&R.
In addition to its work in games, TV, and film, Riot Games is taking music very seriously: It has previously worked with Imagine Dragons on the hit single from the Arcane soundtrack, Enemy, which has over 2 billion streams to date.
Each year, for the League of Legends World Championship, a different track is chosen as the official anthem of the tournament. In previous years, this honor has fallen to the likes of Imagine Dragons and Lil Nas X.
For this year’s tournament, the anthem comes from fast-rising Korean act New Jeans, who are signed to HYBE, with a track called GODS.
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