QC Media Holdings and XSET Announce Groundbreaking Partnership
One of the world’s most successful hip-hop record labels and the revolutionary gaming and lifestyle organization forge wide-ranging collaboration
XSET, the revolutionary gaming organization, and QC Holdings, the home of Quality Control Music, the legendary hip-hop record label, Quality Films, and QC Sports, announced a significant and wide-ranging strategic partnership, including Quality Control’s investment in XSET.
QC and XSET are known for bringing fresh, creative approaches to their businesses, and now these two industry pioneers bring their shared unique vision together to usher in a new cultural space. XSET is built on a commitment to diversity and equity in gaming, which includes elevating representation of communities of color, women, and all gamers who have their own unique style and swagger. QC is equally committed to these values, continually demonstrating the same focus in business, making this alliance a natural fit.
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In the coming months, Quality Control and XSET will embark on several significant initiatives, including the creation of various forms of content, including long form, short form, and recurring series. In addition, the two companies will work together on high-profile music collaborations, joint recruitment and management of new gaming talent, integration of existing QC talent into the XSET roster, activation of exclusive music, gaming and lifestyle events, exciting merchandise collaborations, music related licensing deals with gaming publishers, and much more.
Since it burst onto the music scene in 2013, Atlanta-based Quality Control Music — better known as QC — has dominated the hip hop music space, while moving beyond the borders of genre or country into the realm of the global. Founded by industry veterans Kevin “Coach K” Lee and Pierre “Pee” Thomas, QC’s unique and proprietary star-making formula has launched the careers of such hip-hop luminaries as Lil Baby, Migos, Lil Yachty, City Girls, and Cardi B, to name but a few. QC now takes their proven expertise to the explosive pop gaming space with this exclusive partnership and investment into XSET, kicking off with the premiere of a short film featuring Atlanta native and pro Fortnite player Ashton “Astonish” Harris, who is joining QC Sports and XSET’s roster as a content creator and competitive gamer.
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“We are beyond hyped to join forces with Quality Control,” says XSET CEO and co-founder Greg Selkoe. “QC are visionaries and early identifiers of the hip hop and gaming revolution. We have enormous respect for them and are thrilled to be able to tap into QC’s incredible creative abilities and business acumen as we continue to grow together. QC meets their audience in the places where they discover music- and gaming is new music’s newest locale. This relationship crystallizes our existing synergies, and synthesizes a brand new creative and artistic medium.”
“I’m extremely excited to work more closely with my brilliant and longtime friend Kevin Lee,” added Clinton Sparks, Chief Business Development Officer and co-founder of XSET. “The brains behind QC and XSET have been responsible for shaping and shifting culture for over 15 years, and have had a significant impact on building successful talent, businesses, brands, and blueprints for others to follow. Joining forces and combining our creativity and innovation creates a dominant force that intersects gaming and music, and continues to raise the bar on everything we do while pushing the culture forward.”
“We are passionate to help inner city kids to learn about gaming and other options for them in using their time now and careers in the future,” says QC founder and CEO Kevin “Coach K” Lee. “It’s about aligning the QC brand that we’ve built in rap with XSET in gaming to create movements for their future in gaming, to go from geeky to cool and open up that industry to black and brown communities.”