Gaming giant Electronic Arts Inc. (aka EA) has joined forces with Nettwerk One Music and created Artwerk, a full-service music company with a pseudo-hip misspelling of a name. LA based Artwerk, besides driving spell checkers and copy editors insane, will sign and develop music artists for “publishing, master recording and sync deals.”
Straight from EA’s release and attributed to Terry McBride, CEO of Nettwerk:
“EA has emerged as a powerful publishing vehicle for emerging artists with an A&R department that draws submissions from around the globe. It is time for the music industry to shake things up, break out new bands and find new ways to expose them on a global scale. Artwerk is music 2.0. It is where music, games and digital entertainment merge as well as digital and physical distribution.”
Artwerk’s first officially signed producer/artist is Junkie XL, whose songs were included in Madden NFL 07 and Need for Speed: Carbon. Artwerk will sign artists around he globe.
With EA’s game worldwide game distribution network and Netwerkk’s artist management, publishing, production and clients including Sarah McLachlan, Barenaked Ladies and Avril Lavigne, for example), Artwerk could be a mega force in terms of gaming music. Of course, they might have some problems with other international companies using the Artwerk name including an animation and design company (artwerk.se), a graphic design company (artwerk.co.uk) and an ad agency (artwerk.ee)and whatever the heck this site is (artwerk.at). I hope they did their international law research.