Sony, Axel-Springer Gaming and upday enter into partnership

Sony Music and Axel Spinger Gaming want to bring the worlds of music and gaming together. In the partnership, Sony will produce virtual influencer Jaxon’s songs and market them through the RCA label. With “Lollipop” the first song of the collaboration was released on November 25th.

Jaxon is the face of the eSports and gaming app Jaxon, which is operated by the news platform upday. Sony and upday want to make Jaxon the first virtual gaming and eSports influencer. Lollipop is co-written with New Zealand singer-songwriter Graham Candy, who also lends his voice to Jaxon. Candy rose to fame in 2014 with “She Moves,” his collaboration with German DJ Alle Farben.

“With Jaxon we have created an international and mass-market content offering for young people. Jaxon as a persona and artist aims to embody the interests and passions of Gen Z, including gaming, music and fashion,” says Aneta Nowobilska, upday’s Chief Product Officer. “The song ‘Lollipop’ expresses that very well. Our entire eSports team absolutely loves working with Sony and this is just the beginning.”

“The project gives us the opportunity to bring our passion for music and to open up new areas in marketing,” says Christian Raab, Head of A&R Ariola & RCA at Sony Music. “Jaxon is a popular Gen Z avatar, working together allows us to get closer to that generation. We are very happy to develop Jaxon together with upday and to take further big steps in the digital world. It is also a particular pleasure to have Graham Candy on board for this first kick-off.”

The Jaxon platform emerged as a news app in 2021 from an initiative between upday and Samsung. It is intended to provide Generation Z with multimedia content on the trend topics of gaming and eSports. The eponymous character Jaxon is to appear musically as Jaxon MVP with immediate effect.

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