With the latest update to Grand Theft Auto (GTA) Online, another affirmation of the growing partnership between the music and video game industries, as the two companies continue to intertwine. On Tuesday, July 20, GTA developer Rockstar Games announced that they are recording the update soundtrack with music entirely from their own label, CircoLoco Records.
Rockstar Games co-founded CircoLoco Records with eponymous Ibiza club culture brand CircoLoco in May, and the label released the compilation album Monday Dreamin ‘ early July after four EP releases in June. Now Rockstar is injecting the EPs into the game alongside a new remix of the entire project from Seth Troxler, one of the DJs on the original project. In order for players to access the remix, they must find four separate media keys – representing the four EPs – hidden on the Grand Theft Auto map. After finding the media keys, players can listen to music while driving and turn on the in-game radio.
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The new music arrives as GTA Online launches Los Santos Tuners, which features new storylines and content focused on the game’s already well-established automotive culture. Beyond CircoLoco music, the new update has a few other music features. Electronic artist Moodymann will be releasing new in-game music alongside artists Nez, Channel Tres and Gangsta Boo, and players can now customize their in-game radios to signal their favorite preset stations.
Los Santos Tuners is just the latest update showing Rockstar’s musical direction. December’s Cayo Perico update brought gamers the Music Locker, a virtual nightclub with sets from resident DJs Moodymann, Palms Trax and Keinemusik. Dr. Dre and Jimmy Iovine also made appearances thanks to the update, and Strokes frontman Julian Casablancas and rapper Flying Lotus organized their own radio stations, with Tierra Wack joining FlyLo.
Musical artists and their labels collaborate closely with video game companies. Over the past year, Travis Scott, Lil Nas X, J Balvin and Kaskade have all performed virtual shows in popular games Fortnite and Roblox, while Swae Lee and Ozuna have both teamed up and invested in the startup d ‘esports XSET. As the space becomes more trending and will continue to grow, Rockstar and other popular game companies are poised for more musical partnerships, and more CircoLoco / Rockstar crossovers are an opportunity at their fingertips.
Starting a record label wasn’t as difficult as it looks for a video game company and party promoter. Rockstar and CircoLoco have both been closely associated with music for years, with CircoLoco helping artists to stand out from electronic and dance genres, while Rockstar has for years focused on music in its games like GTA and Red Dead Redemption. . Rockstar Games co-founder and president Sam Houser worked at BMG as an executive before founding Rockstar.
“It came from a passion for music, and it gives us the opportunity to come together and join forces to move music forward,” said Ivan Pavlovich, Music Director of Rockstar Games. Rolling stone of the partnership with the label when it was launched in May. “Music has been in our DNA since day one. sat [Houser] grew up on dance music, a lot of us who work in the company grew up on dance music, it’s a way to get together with our friends and support this scene, these artists and all this music.
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