frontline THE NEW
COMPANIES DRIVING MUSIC’S FUTURE
“Music discovery is the bedrock
“Music League is more than just a game –
it’s a community” ERIC WEST, MUSIC LEAGUE
of Music League,” says West. “It is hard not to discover new music, or rediscover forgotten favourites – or both – in Music League. Listening, actively, is integral to the game.” Following a period of strong
growth based solely on word of mouth, Music League has established more than 180,000 monthly users. The free game, which is funded by advertising, works alongside users’ Spotify accounts. To drive further expansion and help secure investment for the company, West has recruited an advisory board made up of experts in music and gaming, including Ted Suh, former head of music at Snapchat, music tech and licensing exec Vickie Nauman and entertainment attorney and advisor Cliff Fluet. “The primary reason I asked this particular group of people to join Music League’s inaugural board is to chart and execute a specific strategy that will bring value to the industry,” says West, who sees opportunities around tracking fan engagement. “There is no passive listening in
West world: Music League founder and CEO Eric West and (below) Cliff Fluet
NAME: MUSIC LEAGUE TECH: SOCIAL GAMING
With the ongoing gamification of music, this platform offers new opportunities for artists...
With a constant flow of industry announcements and artist partnerships, it seems that the relationship between music and gaming is getting ever closer. For start-ups like Music League, the gamification of music itself is central to the
experience on offer. The web and mobile-based game aims to turn music discovery into a competitive social event. “Music League is more than just a game – it is a community,” explains founder and CEO Eric West. “A virtual community that revolves around music, one that has an opportunity to grow and, I think, become a unique – and deeply influential – part of the music industry.” The game enables music fans to start their own league, made up of several themed
rounds, such as songs for a car journey to best singles of 2025 or top TikTok tracks. Players submit a song for each round, then they all vote to determine which track wins. “Fans can find their tribes, then recruit members to join them – just by playing a game,” says West. As well as rankings for the top tastemakers, Music League encourages comments and interaction within the group that drives competition and music discovery.
14 | Music Week
Music League, that is something artists can capitalise on,” he says. “Music League brings back what algorithms lost – human taste, connection and joy,” says Fluet. “It turns music discovery into shared experience, and that’s a mission I’m excited to champion.
“Navigating the music industry, growth and scale without losing the soul of the product is the challenge,” he adds. “I’m here to help Music League grow strategically, stay artist-friendly and become a global home for music fans who want to play, share and connect.” The next moves for Music League could see artists establishing a presence within the game, as well as an expansion of social media components. “There will be a way for artists to grant exclusive
access to their biggest fans for tickets and merchandise,” says West. The nature of the game means that it can also be a powerful tool for catalogue. “Catalogue rediscovery is a huge
“Music League brings back what algorithms
lost: human taste” CLIFF FLUET, MUSIC LEAGUE
benefit to the industry,” says West. “Personally, it happens to me in nearly every round of every league I play.” A funding seed round is the next step,
to boost technical support. “My intent is to build a team of the best possible people, each with their own perspective and expertise, to ensure Music League brings even more joy to our users, new and old, and value to the music industry,” says West.
musicweek.com
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