The Weeknd is the latest artist to get in on the eSports trend, becoming a part owner of the Toronto-based company OverActive Media.
Along with joining the ownership group OAM, the XO artist will also serve as the first global ambassador for Overwatch League’s Toronto Defiant and Splyce.
“As a big eSports fan, I am really excited to be involved in this project,” The Weeknd said in a statement. “I am looking forward to collaborating with OverActive Media in unique and innovative ways.”
OAM is a leading global eSports brand and oversees a number of competitive gaming teams including the League of Legends European Championship, Overwatch League, Call of Duty World League, Rocket League, Starcraft and Smite.
“We are thrilled to be welcoming a global superstar like Abel to our investor family,” said Chris Overholt, CEO and President of OverActive Media. “Abel’s standing in the music industry will provide our Toronto Defiant and Splyce brands the opportunity to reach more fans and engage new audiences.”
With the explosive popularity of multi-player games like League Of Legends and livestream gaming platforms like Twitch, more artists are partnering up with competitive gaming companies to tap into their rapidly growing audiences.
Just this past February, EDM producer Marshmello set the record for the largest in-game event, after attracting over 10.7 million people to his “virtual” concert on the multiplayer phenomenon Fortnite. Following suit, Weezer teamed up with the game to premiere The Black Album the same month.
The Weeknd isn’t the only Toronto native and avid gamer to invest in eSports, Drake announced he was investing in the eSports company 100 Thieves along with Scooter Braun back in October, while fellow EDM star Steve Aoki bought into Las Vegas-based eSports organization Rogue. Outside of the world of electronic music, Imagine Dragons also invested in Rogue, while rapper Lil Yachy joined an esports organization called FaZe Clan that’s been dubbed “the Supreme of eSports”.
Explore the Weekend’s discography here.