Behind X Ambassadors & Tom Morello's ESPN College Football Theme Song: Exclusive Video

X Ambassadors,ESPN,Interscope Records,College football

FACEBOOK TWITTER EMAIL ME X Ambassadors and Tom Morello. How Interscope teamed with the sports network to soundtrack the road to the NCAA championship. For decades, college football's soundtrack has been one of marching bands, cheerleaders and roaring fans. But lately, it's been getting an update via a partnership between Interscope and ESPN that's brought some of contemporary music's top acts to the gridiron. After launching the initiative last year, Interscope and ESPN's relationship hit its stride in 2016, highlighted by X Ambassadors and Tom Morello's "Collider," which became an anthem on the sports network. Elsewhere, throughout the season, music from artists on Interscope's roster -- as well as Universal Nashville, Downtown Records and Universal Latin -- was debuted on the network and featured in special placements, while harboring a holistic ecosystem for live performances at games leading up to the College Football Playoff National Championship. "What we have in college football and what we have with the College Football Playoffs, it's not just a sporting event, it's a cultural event, it's a mainstream event," says Emeka Ofodile, senior director of marketing at ESPN. "And we believe that tapping into genres like music can help us extend to tell the college football story to new audiences and get different audiences to sample what college football is all about and what this whole college football big event is all about." ESPN's intent in working with Interscope was to soundtrack its college football season with a partnership that extended beyond standard licensing deals, hoping they might grow the sport's impact on current fans and potential new ones. For Interscope, the aim was similar in advancing its artists' profiles with more points of access for exposure -- something Steve Berman, vice chairman of Interscope Geffen A&M, says is a goal across the company. "You can't just rest on the idea that...

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