Under the terms of the agreement, LiveXLive and Allied Esports will collaborate to create LiveZone, a traveling studio for music festivals and other live events that will also broadcast music news, commentary, festival updates and artist interviews.
The two companies will use Allied Esports’ fleet of mobile esports venues, the HyperX Esports Trucks, to serve as “content generation hubs” connecting the music and gaming industries. The trucks provide production capabilities, as well as crowd-facing LED displays, as well as a VIP lounge to stage competitive gaming events.
LiveXLive will also host musical performances, from rising and established artists live from the HyperX Esports Truck stage as part of LiveXLive’s ongoing original concert series, LiveXLive Presents.
Live Zone Live from the HyperX Esports Truck will debut in Las Vegas on September 21, 2019, during the same weekend that LiveXLive will be livestreaming the iHeartRadio Music Festival.
“With this partnership, we are bringing the two fastest-growing live entertainment categories together, enhancing the experience for both consumers and brands,” said Rob Ellin, Chairman, and CEO of LiveXLive. “We’re also unifying two distinct communities — music fans and gaming fans — while at the same time continuing on our promise to provide the best in streaming entertainment to our core audience.”