Music meets martial arts in Asia. If all goes well, you may see Taylor Swift, Katy Perry, Lady Gaga, or Kanye West at one of the mixed martial arts events.
Asia’s largest sports media property ONE Championship (ONE) will join hands with global music industry giant Universal Music Group (UMG). The collaboration will bring about blockbuster concert performances by UMG artists as part of ONE Championship’s live mixed martial arts events.
Victor Cui, CEO of ONE Championship, said in a press statement: “ONE Championship and UMG are a natural fit of two global leaders in their respective industries. ONE is the largest and most prolific MMA promotion in Asia, while UMG is the world’s leading music company. Working together will result in new innovations to bring fans to the next level of entertainment, one that they have never experienced before. We’ve always said that the energy of a live ONE Championship event is akin to that of a live rock concert. Now, we are literally putting the two together, bringing the best of the music world to our fans.”
UMG features renowned artistes such as Rihanna, Maroon 5, Taylor Swift, Justin Bieber, Katy Perry, Lady Gaga, and Kanye West.
As ONE Championship continues its expansion to major cities across the region, with plans to penetrate potential new markets such as Mumbai, Tokyo, Seoul, Hong Kong, and Macau, the collaboration will undoubtedly add a new level of flair to ONE Championship’s already-exceptional delivery model.
Kenny Ong, managing director of Universal Music, Singapore and Malaysia, stated: “I am excited that we have reached a mutual understanding to explore with ONE Championship in bringing world-class music to fans using MMA as a vessel, starting with Malaysia, Singapore, Vietnam, Myanmar, Cambodia, Philippines, and Indonesia. Working with Asia’s largest MMA promotion is in line with our vision to provide our artists and large collection of music a unique platform for creativity to flourish. Imagine live ONE events decked out with the best local and international music, that’s what fans can expect!”