PUBG Mobile, a free mobile game that’s been downloaded over a billion times outside of China, is launching its own label, called ‘Beat Drop’.
PUBG, which stands for PlayerUnknown’s Battlegrounds, is made by Tencent Holdings-backed Korean video games company Krafton.
PUBG has already been releasing its own original music since 2020 via a virtual band called POWER 4 (see video below), and the launch of the new label, according to PUBG, “marks the next step in PUBG MOBILE’s journey to shake up the gaming and entertainment industry”.
The statement adds: “The new PUBG MOBILE music label aims to shine a spotlight on amazing up-and-coming artists across the world, produce industry-defining tracks with established icons.”
The move also comes six months after PUBG hosted a virtual concert with K-Pop stars BLACKPINK, which was watched by 15.7 million viewers globally across two weekends in July.
The in-game concert was promoted globally in physical locations including Times Square in New York, with Vincent Wang, Head of PUBG MOBILE Publishing at Tencent Games, calling the tie-up with the K-pop group, “PUBG MOBILE’s biggest partnership yet.”
Other music tie-ups at PUBG over the past couple of years include a partnership with Middle East and North Africa-focused music streaming service Anghami.
The Business of Apps estimates that PUBG Mobile generated $2 billion in 2021 and sees 30 million daily active users.
“Considering the game’s rich history in musical partnerships, establishing a label is a natural progression for PUBG MOBILE.”
Vincent Wang, PUBG MOBILE Publishing at Tencent Games
Vincent Wang, Head of PUBG MOBILE Publishing at Tencent Games said: “Considering the game’s rich history in musical partnerships, establishing a label is a natural progression for PUBG MOBILE.
“We hope to inspire PUBG MOBILE’s players with incredible and moving soundtracks to their in-game lives and beyond.
“PUBG MOBILE is dedicated to creative storytelling and this new PUBG MOBILE music label adds an additional medium to help us create powerful content for our community. We look forward to sharing “Beat Drop” with the world.”Music Business Worldwide