Universal Music Group has unveiled a new initiative for gaming that will make licensed tracks from both artists available to developers for the first time.
During the Game Developers Conference (GDC) in San Francisco, UMG announced its collaboration with HEAT, a new marketplace that connects animators, game developers and 3D artists with motion data and music.
The collaborative initiative with artists Lil’ Wayne (Young Money/Republic Records) and CG5 (Virgin Music Group) will make licensed tracks from both available to developers for the first time.
“By leveraging game engines, creators can seamlessly integrate licensed emotes into their projects, while providing artists with new opportunities for monetisation and audience engagement,” said a statement.
The initiative addresses the growing demand for emotes (personalisation of avatars) in the gaming space. From May 1, tracks from Lil’ Wayne (Uproar and Go DJ) and CG5 (I See A Dreamer, Sleep Well, Let Me In and Dancin’) will be available through the HEAT platform.
This initiative is the first step in a paradigm shift in how music can be delivered to games
Josh Latin
“This initiative with HEAT enables these UMG labels and artists to be the first to effectively distribute new tracks into gaming development tools and platforms, amplifying their engagement with fans, and enabling their music to shape gaming and social experiences and drive virality,” said Alvaro Galbete-Velilla, SVP of new business at UMG.
Josh Latin, founder & COO, HEAT, said: “This initiative is the first step in a paradigm shift in how music can be delivered to games. We’re transforming streaming into an interactive experience where fans can play, engage, and create within their favorite virtual worlds.”
John Stavas, CEO of HEAT, said: “We couldn’t be more excited to bring these visionary artists’ music into HEAT in collaboration with Republic Records, Virgin Music Group and UMG. This will unlock new creative and commercial opportunities for artists, from AAA games to indie 3D creators building the future of interactive entertainment.”
In addition, UMG will host the first of a series of events aimed at exploring the synergies between gaming and music. The event, at San Francisco’s Monarch Club will close the 2025 Gamers Developer Conference week with an event featuring a DJ Set from Virgin Music Group act Sofi Tukker.
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