UMG artists and esports collide at Insomnia
Insomnia, the UK’s biggest gaming festival, will this year have live music for the first time after partnering with Universal Music Group (UMG).
Years and Years, Chase & Status, Wretch 32, Disciples and Jaguar Skills – all of whom are signed to Island Records, a division of UMG – will “take the stage alongside the world’s best videogamers and YouTube stars” at the NEC in Birmingham on 14–17 April, in the latest example of a traditional music company seeking to gain a foothold in the increasingly lucrative esports – or competitive videogaming – business. Global revenues from esports are expected to reach US$1.1 billion by 2019.
Insomnia Gaming Festival director Andy Smith comments: “Insomnia is now bigger, better and even more exciting. These huge music acts will electrify our live stage in April, as we extend the festival to four days by popular demand and introduce some thrilling new gaming features to our fans.”
“Insomnia is now bigger, better and even more exciting. These huge music acts will electrify our live stage in April”
UMG’s parent company, Vivendi (which also owns ticket agencies See Tickets and Digitick), signed a strategic partnership with the world’s largest esports promoter, ESL, in October.
AEG also has an agreement with ESL to host esports events at its venues, including The O2 in London, Oracle Arena in California and Barclays Center in New York.
More than 100,000 people are expected to attend Insomnia 60.