For the past four years, ESPN and Interscope have formed a partnership that has pushed the envelope for music and sports fans alike. ESPN has tapped Interscope Records artists for the soundtrack to their College Football broadcasts, incorporating dozens of performers, staging secret shows, and live televised performances by the likes of Kendrick Lamar, Imagine Dragons, X Ambassadors, and more. This dynamic partnership has evolved into a multi-channel assault, deepening sports fans’ engagement with music and supercharging Interscope artists’ careers. This panel will take a look under the hood at how such a partnership was built, what the challenges were, and, most importantly, explore how what lies at the intersection of sports and music is a world of possibilities.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.