Fnatic launches its own music label

British esports organization Fnatic has announced the launch of its own music label called "Fnatic Music". The debut album "The organization, Fnatic Island Vol. 1" includes 31 hip-hop songs in collaboration with 40 artists. According to the organization, the album is intended as an addition to casual games.

The project was led by Joshua Brill, drawing on an extensive career in the music industry that includes work at MTV and Warner Music Group.

Joshua Brill, Head of Marketing at Fnatic: "Fnatic's positioning as the premier esports brand is based on competition at the highest level along with our commitment to inspire, empower and elevate all gamers. Music is another catalyst for us to do just that, continuing to expand our network beyond esports into broader gaming segments, we chose the lofi genre for our debut album because of its already intertwined relationship in gaming and esports; from its anime roots to how it's already being massively used by Gen Z and millennials ".

The new activation will allow the UK-based organization to bring together dozens of artists with a total of 18 million streams on Spotify a month in an album.

Note that Fnatic is not the first organization to announce the launch of a music label. Earlier this year, the G2 Esports organization launched a record label along with their debut single "our way".