A-t-t-e-n-t-i-on. Attention is exactly what K-pop girl group NewJeans is adding to this year’s League of Legends Championships.
On this partnership with the hit girl group, the global Head of Creative, Esports at Riot Games, Carrie Dunn shares her elation. She stated: “the Worlds anthem is the rallying cry for our community every year. And we’re so excited to partner with NewJeans to deliver this incredible moment.”
Well, Riot Games is no stranger to working with big names.
They have worked with many established artists like Imagine Dragons, Lil Las X, Against The Current and more.
The alliance with NewJeans for this year’s League of Legends Championships is not solely based on their global meteoric climb.
This decision also aptly coincides with where the championships will be hosted. For the first time in five years, this annual affair will take place in Korea from 10 Oct to 19 Nov.
The popular quintet will be creating yet another new record for themselves and the K-pop industry. This is the first time Riot Games is teaming up with a K-pop act for the League of Legends World Championship anthem.
NewJeans said: “It was fun to try a new genre and sound”. “We are happy to present a song that incorporates both NewJeans’ and League of Legends’ unique colours,” they added.
The track’s music video follows the narrative of renowned Korean pro League of Legends Player, Deft (Kim Hyuk-kyu).
It unveils his entire journey from his discovery of League of Legends in his youth, to him taking the trophy after an outstanding performance at the world tournament of League of Legends 2022.