Esports organisation Luminosity Gaming has announced that Canadian rapper, singer, songwriter Tory Lanez has been added to its ownership group, which includes being named a global ambassador for the franchise.

“Anyone who knows me knows I like to compete at the highest level in anything that I am a part of. We have some amazing things in the works and I’m excited to be a part of the crossover between music and gaming.” commented, Lanez.

Lanez’s investment into the Luminosity ownership group will go towards helping the franchise continue its global expansion. It has been confirmed that he will be working with Luminosity to engage with fans, grow the brand and create content by utilising his wealth of experience from the music industry.

“Collaborating with someone of Tory’s caliber brings a new element to our company and creates new unique opportunities for us to take advantage of the natural crossover between music, esports, and pop culture,” said Luminosity President, Steve Maida. “We could not be more excited to be teaming up with Tory, and we look forward to building the best esports team on the planet.”

Luminosity has seen recent success in Call of Duty with its team being crowned champions at the Call of Duty World League open event in Fort Worth, Texas last month. Additionally, the Vancouver Titans, managed by Luminosity and in partnership with Canucks Sports & Entertainment, were recently crowned Stage 1 Overwatch League Champions.

Tory Lanez joins the evergrowing list of famous faces who have recently made investments into the esports scene. Last month, it was announced that actor Will Smith’s and Japanese soccer player Keisuke Honda’s were part of the $46 million funding round for esports organisation Gen.G. Elsewhere, singer Abel “The Weeknd” Tesfaye was announced as a global ambassador for OverActive Media, the parent company of Splyce and Overwatch League franchise Toronto Defiant.

Esports Insider says: There seems to be an evergrowing trend of rappers and musical artists entering the esports scene and we have no doubt this will continue. Luminosity has already amassed great success this year and the addition of Tory Lanez sees the franchise commitment to continue building. Lanez knowledge and experience from the music industry will be key in helping Luminosity connect with its audience with unique content.

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