Warner Music Group ventures into games publishing with ‘Invector: Rhythm Galaxy’

Warner Music Group is taking its first steps into games publishing with the upcoming release of Invector: Rhythm Galaxy, co-developed by Swedish game studio, Hello There Games.

According to a press release, Invector is a narrative-driven rhythm game that will transport players to “celestial landscapes while mastering the beat of chart-topping hits” from artists such as Charlie Puth, PinkPantheress, Duran Duran, and more.

Set to launch on July 14, the game will initially be available on PC, WMG said in a press release.

The partnership comes a year after WMG teamed up with STYNGR, a platform offering pre-cleared music for games and the metaverse, that will see the label supply game developers with access to pre-licensed tracks from portions of its music catalog.

It also marks WMG’s latest gaming venture after it launched Rhythm City, which it described in January as “a first-of-its-kind music-themed social roleplay experience” on kids gaming platform, Roblox. WMG invested in Roblox in 2020.

Most recently, Warner Music said its partnership with Hello There is part of its efforts to deliver “thrilling, interactive experiences that take the musical experience beyond sound”.

“This venture into gaming showcases our commitment to reimagining the boundaries of music and how it is defined by artists and fans alike within our evolving ecosystem.”

Oana Ruxandra, Warner Music Group

“This venture into gaming showcases our commitment to reimagining the boundaries of music and how it is defined by artists and fans alike within our evolving ecosystem,” said Oana Ruxandra, Chief Digital Officer and EVP, Business Development, WMG. 

“Invector: Rhythm Galaxy intertwines the power of music with the interaction of gaming to build active, immersive experiences for fans and new revenue streams for WMG’s artists.”

The game’s release follow the success of AVICII Invector, a rhythm music game co-developed by Hello There and the late EDM superstar, Avicii. The game was released in December 2019 for PlayStation 4, Xbox One and PC.

WMG says Invector: Rhythm Galaxy raises the bar by harnessing WMG’s roster of global artists and its catalog of recorded music.

Oskar Eklund, CEO and Founder of Hello There Games, said: “At Hello There Games, our unwavering passion for music and gaming fuels our drive. Many of our team members are talented musicians themselves.

“We are so excited to bring this game to the next level with Warner Music Group and their amazing artists. We can’t wait for everyone to experience the magic of Invector: Rhythm Galaxy firsthand.”

WMG’s expansion into gaming comes as the company has been actively involved in the Web3 space. The company has been exploring opportunities in the metaverse and recently sought an executive with gaming expertise to lead its metaverse strategy. 

The company has also formed partnerships with metaverse firms such as NFT marketplace OpenSea, virtual gaming world The Sandbox, and gaming developer Splinterlands, aiming to provide platforms for select WMG artists to connect and expand their fan communities in the Web3 environment.

Music Business Worldwide

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