The first-of-its-kind partnership will see XSET, the esports and lifestyle brand and Drai’s, the world’s biggest hip-hop club join forces to combine hip-hop and gaming in the Las Vegas club scene.
An esports brand with a residency in a club – a first in the industry
With the collaboration, XSET will integrate gaming into Drai’s Beachclub and Nightclub venues. At the beach club, XSET-themed gaming cabanas with custom XSET gaming consoles will be featured while at the night club VIP guests will enjoy gaming in the VIP sections while listening to the hottest new music from XSET’s own Swae Lee performing.
The partnership will feature:
- XSET decorated and themed gaming cabanas, with gaming consoles, screens, and state-of-the-art sound systems
- XSET VIP cabanas with an immersive gaming look and feel including gaming consoles and large LED screens, as well as the opportunity to hang with XSET talent
- Gaming tournaments inside the Drai’s venue often hosted by XSET talent and artists
- Drai’s x XSET limited-edition merchandise and accessory collaborations sold on-premises and online
- XSET, their friends, and select artist parties inside Drai’s
- Fan fly-aways and VIP entrance for XSET contest winners
- Private gaming lounge for Drai’s talent to hang before and after shows
Parallel to the collaboration, XSET will be introducing their new content house in Las Vegas with Drai’s resident artists having exclusive access to this space to host listening events, album release parties, and create content, as well as just unwinding and gaming with the XSET squad.
Commenting on the partnership
XSET Chief Business Development Officer Clinton Sparks stated that it was incredibly exciting for XSET to collaborate with the number one hip-hop club in the world that knows intuitively how to produce unforgettable experiences and events. Having the vision and innovation to partner with an esports brand sets Drai’s apart from its peers. Wil Eddins, Chief Merchandising and Licensing Officer of XSET added that this partnership was just one of many game-changing activations they have planned that will disrupt what it means to be a gaming and esports organization.
As XSET, they plan to continue to be pioneers in combining esports with fashion, music, and nightlife. XSET CEO Greg Selko summarized the collaboration by stating that two wildly creative groups like a world-leading nightlife brand and a world-leading gaming brand combining their forces makes perfect sense.
“We couldn’t be more excited to collaborate with XSET, which is quickly emerging as a leader in the esports and gaming space, to bring unprecedented activations to Drai’s. This partnership is a colossal step in furthering the evolution of the gaming and nightlife communities, and we look forward to creating unmatched experiences with XSET. ”
Dustin Drai, Vice President of Marketing and Entertainment for Drai’s Las Vegas
This partnership looks poised to combine hip-hop, gaming, and lifestyle and open the door for gaming and esports culture to enter a brand new vertical. XSET continue their streak of collaborations that bring together esports, gaming, and culture: this year alone their activations included participation in Esports Fashion Week and a partnership with in-game matchmaking platform Partie.
