Lifestyle gaming organisation XSET has announced a partnership with multi-award-winning Puerto Rican singer/songwriter Ozuna.
The partnership sees Ozuna become a managing partner of the organisation, making him the first-ever Latin artist esports team owner.
Ozuna and XSET will embark on several significant business initiatives, not only gaming and content creation, but merchandise drops and the currently popular blockchain NFT’s.
According to the release, the partnership is due of XSET’s commitment to diversity and equity in gaming and business. This includes elevating the representation of communities of colour, women, and gamers who have ‘their own unique style and swagger’.
Greg Selkoe, XSET CEO and Co-Founder commented: “When we first started talking to Ozuna and his team, I was blown away by their incredible, multi-pronged approach to business.
“Beyond Ozuna’s incredible musical talent, his vitality, exuberance for life and desire to bring his love of gaming to global Latin culture makes him an ideal embodiment of XSET’s ethos.”
XSET has also cited that Ozuna’s musical talent and film work, entrepreneurial instinct, creativity and vision for the gaming lifestyle were some of the main factors in the artist’s decision to partner with the organisation.
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Ozuna commented on his newest venture with XSET: “I’ve always loved gaming and with the worldwide explosion of gaming culture, it was important for me to be one of the first movers – both from an ownership perspective and on the talent side.
“The mixture of music and gaming is only going to get bigger and together with XSET, I’m happy to be leading the way.”
Since his breakthrough in 2016, Ozuna has developed a global following of over 43 million fans across his social media. He has collaborated with artists such as Selena Gomez, Post Malone, Jennifer Lopez and Snoop Dogg.
Edgar Andino, Ozuna’s Manager added: “Informing the partnership overall will be Ozuna’s leveraging his singular expertise in the market as he and XSET expand and growing esports in Latin America in the US.
“Once again, XSET continues to live up to its reputation as the fastest-growing gaming org in history, and this partnership will no doubt exponentially accelerate the pace of that growth.”
Esports Insider says: This is a massive deal for XSET, as the partnership could make huge waves in the Latin American market for the organisation. Ozuna is also a very popular artist worldwide, so this is a massive coup for XSET. By looking at the planned activations, the organisation will no doubt utilise their new partner as a way to strengthen and expand its fanbase.