In collaboration with Allied Esports, LiveXLive are looking to integrate Esports into music festivals. This will merge the multi-billion dollar industries in a space where they can co-habit. A couple of examples on LiveXLive’s streams include the massive EDC Las Vegas and Rock In Rio. This’ll surely be a great opportunity considering how Allied has 12 Esports venue, one of which is opening later this year in Australia.
Gaming and music have long lived in a somewhat shared space with each thriving as their own unit. Considering how rapid the growth of Esports is, it was only a matter of time until someone or something capitalized on it.
Currently, LiveXLive are partnering with Allied Esports to provide Esports trucks which basically act as mobile game centers. These trucks will be deployed at various music festivals and events around the globe for fans to interact with. Furthermore, the trucks will provide even more content through broadcasting streams, music news, interviews and more. So all in all, they can both act as an entertainment ground while providing media coverage.
To witness these trucks in action, you can do so at their debut on September 21st in Las Vegas during the iHeartRadio Music Festival’s stream.
Video Games and Music
It’s no secret how integral certain music can be to video gaming experiences and vice-versa. With the meteoric rise of Twitch and general streaming platforms, music has been injected in some capacity at all points. For example, Twitch has its own section titled Music & Performing Arts. More on that, streamers commonly play music in the background while they play video games or chat.
By simply having that, viewers are constantly being introduced to new music through their favorite streamer’s library. Some streamers are actually commonly known for having “best stream music” such as DOTA 2‘s Zai. If you tune into his stream, you’ll commonly hear Jon Hopkins, Moby, Nicolas Jaar and many more.
Departing from the realm of streams, many game conferences provide music entertainment and after-parties. Over the years, the names on these stages exponentially grew, integrating more artists and genres into the mix. To provide some context, the latest DreamHack event in Dallas hosted an EDM Night featuring Seven Lions.
On top of that, many more artists took to stages at gaming events such as The Glitch Mob, Kill The Noise, and deadmau5. Notably, The Glitch Mob took stage at League of Legends World Championship to perform their collaboration with Mako and The Word Alive. Separating performances too, artists such as deadmau5 and Matt Lange have crafted unique in-game soundtracks for DOTA 2. This all goes to show how the interactions between music and video games go beyond simply making built-in soundtracks.
Companies Stepping In
Globally renowned companies such as Red Bull have clearly taken keen notice on merging the worlds of music and gaming. Their contributions on the musical front has not been left unnoticed considering their music festival and more.
On the other hand, the company is backing the DOTA 2 team which won Valve‘s The International two years in a row! This was realized from the incredible potential to earn through that industry as the grand prize for first place reached $15,620,181 this year. The level of competition and popularity of video games has quickly propelled some players into stardom.
it pays to play video games— Rod Breslau (@Slasher) August 25, 2019
esports is love, esports is life pic.twitter.com/g6qt2nJDg1
On a Practical Level
How would a merger between video games and music go hand-in-hand at an event? Well Lollapalooza hosted the Red Bull outpost this year, and that might give us an insight. The location brought together some of the most popular streamers today such as Ninja alongside some of the festival’s performers. Finding and merging audiences, the popular streamer teamed up with Astralwerks on Ninjawerks. This compiled together music from the likes of Nero, Kaskade, Tiesto, Arty, Tycho, 3LAU and many more. Looking towards what’s already happening, some producers are investing in Esports while others stream themselves.
Just take a look at this video showcasing the area which Madeon and many others popped into. These types of outposts and locations certainly attract a great number of people especially with appearances. Groupings of musicians, entertainers, professional players and fans come together in these common spaces.
Time will only tell as to how successful this collision will be, and to what scale it’s executable. For the time being, we look forward to seeing Allied Esports partner up with LiveXLive to showcase their plans. It’s definitely no surprise that the worlds of video games and music are colliding in this pattern. From here on out, it’ll be interesting to see how the details will be ironed out for an optimal experience on both ends.
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