Rockstar Games’ record label is releasing music inside Grand Theft Auto.
. As the space becomes trendier and will continue to grow, Rockstar and other popular game companies are poised for more music partnerships, and more CircoLoco/Rockstar crossovers are a low hanging opportunity.
Starting a record label wasn’t as much of a stretch as it would seem for a video game company and party promoter. Both Rockstar and CircoLoco have been closely associated with music for years, with CircoLoco helping break artists across the electronic and dance genres while Rockstar has been keenly focused for years on getting music in its games like GTA and Red Dead Redemption. Rockstar Games co-founder and president Sam Houser worked at BMG as an executive before founding Rockstar.
“This came from a passion for music, and it brings an opportunity for us to come together and join forces to push music,” Rockstar Games’s director of music Ivan Pavlovich told of the label partnership when it launched in May. “Music’s been part of our DNA since day one. Sam [Houser] grew up on dance music, a lot of us who work at the company grew up on dance music, it’s a way to come together with our friends and support this scene, these artists and all this music.
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