Enthusiast Gaming, the parent company of Luminosity Gaming, has joined forces with British award-winning music band Coldplay.
The collaboration will see both parties look to create a ‘fresh and unique musical experience’ that coincides with the release of the band’s latest single, ‘Higher Power’.
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To celebrate the launch of the single, a dedicated event will be streamed on Luminosity Gaming’s Twitch channel on May 20th. The event will feature an appearance by Coldplay alongside performances from Luminosity Gaming members ZHU and DJ Harley Fresh.
Adrian Montgomery, CEO of Enthusiast Gaming, spoke on the collaboration in a release: “We are thrilled to announce this strategic relationship with Coldplay. Coldplay are timeless, cross-generational musicians, and we look forward to serving as a bridge between them and our global gaming audience.
“While this is the first collaboration of its kind for us and in the gaming space, our platform provides immense opportunity for similar experiences in the future.”
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The first five months of 2021 have been a period of significant expansion for the Toronto-based company. The firm has entered into partnerships with the likes of TikTok and ESPAT TV, whilst also purchasing a number of platforms including Tabwire LLC and Icy Veins.
Coldplay also commented on the partnership: “We’re proud to team up with Enthusiast and Luminosity Gaming to present Zhu’s hypnotic remix of Higher Power for the very first time.”
Esports Insider says: Enthusiast Gaming is continuing its upward trajectory, as highlighted by Coldplay joining its ever-expanding list of partners, albeit temporarily. As the year progresses, it will be interesting to see if the company will be able to continue expanding its presence in the music industry.Sign up to our ESI Dispatch Newsletter