Canadian rapper Tory Lanez has joined one of the largest professional esports organizations in North America.
He joins the company’s ownership group as an investor and brand ambassador.
According to a statement from the company, Lanez will be working with Luminosity to engage with fans, grow the brand, create content, and to help the franchise continue its track record of success.
“Collaborating with someone of Tory’s calibre brings a new element to our company and creates unique opportunities for us to take advantage of the natural crossover between music, esports, and pop culture,” says Luminosity President, Steve Maida.
In addition to joining the gaming franchise, Lanez has spent the first half of 2019 on tour with Drake, releasing new music, and preparing his upcoming Latin album, El Agua.
“Anyone who knows me knows I like to compete at the highest level in anything that I am a part in,” says Lanez. “We have some amazing things in the works and I’m excited to be a part of the crossover between music and gaming.
The partnership between Luminosity and the Brampton-born rapper is just another move for Canada’s largest esports organization.
In addition to Lanez, the Toronto-based company has signed nine professional Fortnite players and co-manages the Vancouver Titans, the only undefeated pro team in the Overwatch League (OWL).
The exact amount of the rapper’s investment into Luminosity Gaming has not been made public.
Daily Hive has reached out to the company for further comment.