Universal Music Group Partners with Heat
– 1 min read
At GDC, Universal Music Group (UMG) and Heat announced a licensing agreement that will make tracks from artists such as Lil’ Wayne and viral sensation CG5 (Virgin Music Group) available to game developers for the first time.
Heat is a marketplace for music and motion animations, designed primarily for use in games and, according to the company, compatible with a wide range of tools. Through its partnership with UMG, Heat is expanding its catalogue with music from well-known artists.
While it remains to be seen how quickly others will follow in the footsteps of Lil’ Wayne and CG5, one thing is clear: deals between the music industry and platforms like Heat—which make songs, artists, and other rights accessible for in-game use—are on the rise.
"This initiative with HEAT enables these UMG labels and artists to be the first to effectively distribute new tracks into Gaming development tools and platforms, amplifying their engagement with fans, and enabling their music to shape gaming and social experiences and drive virality," said Alvaro Galbete-Velilla, SVP of New Business at UMG.
And Josh Latin, Founder & COO of Heat adds: "This initiative is the first step in a paradigm shift in how music can be delivered to games. We’re transforming streaming into an interactive experience where fans can play, engage, and create within their favorite virtual worlds."
Written by
Stephan is Editor in Chief
