Multiplay announced it has signed a three-year deal with Island Records UK to integrate music and talent from across theirs and the broader Universal Music UK roster into all future Insomnia video gaming festivals. The Insomnia festival is run by Multiplay, part of GAME Digital Plc, and is held three times a year.
Island Records are one of the UK’s leading music companies and represents artists including Rizzle Kicks, Dizzee Rascal and Aluna George. It is also the UK home for international superstar artists including Drake. Island Records artists regularly feature in videogames from EA’s Fifa to Rockstar’s Grand Theft Auto.
Insomnia has grown into the biggest celebration of gaming, with more than 66,000 fans attending last week’s four day festival at Birmingham’s NEC. Professional elite gamers travel from around the world to compete in the highly acclaimed esports tournaments.
Launching at Insomnia59, which runs from 9-11 December this year, and expanding for the 2017 events, Multiplay will work with Island Records to bring fans a supercharged experience, combining music, gaming and technology.