The trend of rap music and e-gaming convergence continues as Swae Lee, one half of the group Rae Sremmurd, is the first rap artist to join e-sports organization XSET. According to Rolling Stone, the rapper has invested an undisclosed amount of money to create content and help grow XSET’s brand. Lee previously was an investor in FaZe Clan, a fast-growing e-sports organization. FaZe Clan was an early adopter of the music symbiosis with artists like Offset and Pitbull joining music industry executives like Jimmy Iovine and Sylvia Rhone.
“I always wanted to be on what’s next. There’s a network of people like myself who want to bring simple access for fans,” Lee told Rolling Stone. “XSET, FaZe, they have fans who like to do the same things I like to do: sit at home on a game and be lazy. I want to help make a huge network for all the kids to enjoy gaming, talk about life, talk smack to each other, get merch, and have first-person access to rappers.”
The amount of Lee has invested in the XSET has not been disclosed. Lee first told Rolling Stone that it was an eight-figure ($10 million or higher) investment, but then rephrased that it was ‘big figures’. XSET confirmed to the publication that it was not an eight-figure investment, but did provide specifics. With additional equity, XSET are now working on closing more deals with artists, music companies and athletes to spearhead the cultural convergence revolution.