ASTRALIS & UNIVERSAL MUSIC LAUNCH INSPIRATIONAL INITIATIVE

Danish esports company Astralis is teaming up with Universal Music Denmark for a new initiative. 

According to a statement, the project aims to “provide artists from different backgrounds, who share a passion for gaming, a room to play and create new music inspired by the passion they share and live.”

To The Stars, written and performed by Danish artist Mattis, has been released as the first song of the initiative – sharing its title with Astralis’ tagline. The project will also see Astralis work with musicians to create exclusive tracks for the organisation.

Discussing the partnership Co-founder of Astralis, Jakob Lund Kristensen, said:

“Together with Universal Music, today we have launched a new cross-culture initiative to amplify the close connection between the global cultures of music and gaming. Just like music, esports and gaming knows no borders and does not distinguish between age, gender, religion, or anything else than the passion you share. 

“This is what we want to celebrate by creating a room for different artists to tell their own story, share their passion for gaming and to become an even more integrated part of the gaming culture.

“It is all about embracing the positives of music, gaming, and passion. We want to be an even larger part of the daily life of Astralis fans, also outside tournaments, but we also invite all others, who might not have a close relation to gaming, to come closer and feel some of the passion.”

While Mattis, writer and performer of To The Stars, added:

I love the way Astralis embrace music as a part of the gaming and esports culture. As a musician, I use gaming to relax and to recharge, and I know that many gamers use music to get hyped before a game or to calm down afterwards. 

“No matter who you are and how you keep your mental balance, 2020 has reminded us all how much we depend upon each other, and if this song can in any way contribute positively to a feeling of moving forwards and upwards, together, I have reached my goal.”

AYO.NEWS says:

Given that music is an integral part of video games and the gaming community, in the same way it’s a core part of movies, television and the rest of pop culture, it was always natural that the industries would develop ever closer ties. However, over the past year or so, we’ve really seen esports organisations actively embrace music, bringing artists and producers onboard, and partnering with record companies. 

Just last week, the LEC confirmed it was welcoming Warner Music Central Europe back as its Official Music Partner for 2021, while last year esports organisation OverActiveMedia, owner of Toronto Defiant, Toronto Ultra, and MAD Lions, announced a strategic partnership with Universal Music Canada. 

‘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. 

All original content featured on this site is © Pentagon Digital Limited, 2019-2021.