EA has partnered with Nettwerk One Music to form a "full-service" music label, dubbed Artwerk. The Los Angeles-based company will seek out new and established talent for publishing and distribution deals, including its first-confirmed contracted recording artist Junkie XL (pictured). Having appeared on numerous EA game soundtracks, in addition to producing the entire soundtrack for Forza Motorsport, JXL is an ideal candidate for EA's new venture.
With Artwerk, EA can capitalize on the entire process; no longer having to rely on its partnerships with other music industry labels to maintain EA Trax. "[EA] can now directly sign, develop, and launch artists for publishing, master recordings, sync deals and beyond," declared EA Worldwide Executive of Music and Marketing Steve Schnur. But will the full-service treatment provide a happy ending for the artist? As long as you're willing to sacrifice street cred for the chance to be heard by millions of EA gamers. Submit your demo here, you desperate sell-out.