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EA has announced a joint venture with Nettwerk One Music to create its own music label. Artwerk will sign both new and established artists. EA’s games will be used as a marketing tool to promote its artists. The first artist will be Junkie XL, whose music can be heard on Madden, SSX Blur, and Need for Speed Carbon.
“For the past five years, EA has been instrumental in breaking new artists, but we have been limited in our ability to grow them. With Artwerk, we can now directly sign, develop, and launch artists for publishing, master recordings, sync deals, and beyond,” stated Steve Schnur, Worldwide Executive of Music and Marketing at EA. “With Nettwerk, we are once again partnered with the most visionary team in the industry. And with Junkie XL as our premiere signing, we are enormously excited about the future.”