Jay-Z's Roc Nation Partners With GameSquare For Esports Initiative

Roc Nation Sports, powered by R&B music sensation and Hollywood heavyweight Jay-Z, has partnered with GameSquare to launch an esports initiative, that will look to bridge a gap between mainstream media and gaming.

The multi-year partnership is set to combine Roc Nation's global audience and excelled media maturity to push a variety of content creators into a wider demographic through athlete-centric strategies, including live-streaming events, gaming content production, and content syndication.

Roc Nation has been responsible for helping a range of rising talent to be broadcast worldwide. From their first signing in J-Cole to the likes of Rihanna, sports idols like football's Kevin De Bruyne and American football's Saquon Barkley, the esports scheme will plan to not only highlight content, but create collaborations within the ranks.

Brodie Van Wagenen, COO and Head of Strategy and Business Development at Roc Nation Sports, said: "Increasingly, athletes are engaging in the world of esports gaming. Younger audiences represent a hugely influential and important demographic to reach,

"By pairing GCN’s vast network and capabilities with Roc Nation Sports’ diverse global footprint, our clients will be able to connect to a broader community while growing their personal brands and businesses through innovative and multi-facing gaming projects."

Jay-Z, despite not being directly involved with the project, joins a long list of Hollywood personalities and celebrities that have entered the esports scene. Fellow artist Drake is a co-owner of 100Thieves, Shaquille O'Neal is an investor in NRG and recently was an influential figure in the naming rights deal between the esports organisation and The General Insurance, and David Beckham backs the UK-based Guild esports - to name a few.

It's not yet clear who will be signing on to the initiative, although Roc Nations' top-tier list will likely attract some of the largest streamers in the world.