UK-based esports organisation Fnatic has signed British rapper, Lukman Odunaike, aka “Not3s” to its talent roster. 

Not3s, who is best known for his 2017 breakthrough song “Addison Lee”, is the first British musician to sign with an esports organisation. Fnatic says he will now be an integral member of its roster of UK-based professional esports gamers and content creators. 

Fnatic’s UK Crew bands together players from community-driven titles, including FIFA, Fortnite, and Call of Duty, and the organisation says the signing of Not3s is part of its larger mission to continue pushing the boundaries of the gaming and esports sector, as it enters mainstream culture. 

According to Not3s, though he grew up playing PS1, Nintendo 64 and FIFA 98, it wasn’t until the onset of the COVID-19 pandemic that he found himself re-immersed in the world of gaming, playing FIFA, Fortnite, and Call of Duty Warzone, and wanting to find a way to integrate his own music into the games. 

Commenting on joining Fnatic, Not3s said:

“As an artist and creator, I’m always looking for things that nobody has done before. I’m thrilled to join Fnatic, because of the sense of community I feel from the organization, the players and from their fans. I look forward to bringing the worlds of music and gaming even closer together.”

While Founder and CEO of Fnatic, Sam Matthews, added:

“We are thrilled to have such a talented musician and creator join Fnatic. We’re always looking to level up and encourage all of our players and creators, to expand their skills and brand and with Not3s, there’s no exception.

“We’re excited to work with him to continue merging the worlds of gaming and music, for the benefit of culture and for the next generation of gamers.”

AYO.NEWS says:

Across the pond in the US we’re seeing a number of music artists and executives get involved in esports, so it was only a matter of time before the same happened in the UK. Given how intertwined video games now are with all aspects of popular culture, the involvement of artists with esports is sure to get deeper. 

Just last week, US rapper Swae Lee became the first artist to invest in new Boston-based esports organisation XSET. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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