UMG GETS IN THE RING WITH LITEBOXER

After a couple of jabs, uppercuts and sucker punches, Universal Music Group has inked a deal with Liteboxer that will provide music rights to the immersive fitness system.

UMG will be in Liteboxer’s corner, serving as its exclusive music partner, identifying the latest music for the Punch Track Library, which is constantly updated.

Liteboxer merges boxing and gaming through beat-based music programming; Punch Tracks allows users to throw punches to the beats of their choice.

“Universal Music Group is excited to be at the forefront of music innovation as one of the first companies to license music to fitness-technology companies,” said Jonathan Dworkin, Executive Vice President of Digital Business Development & Strategy at UMG. “Our partnership with Liteboxer demonstrates our commitment to bringing the motivational power of music to workouts, while also enabling new uses for music that benefit artists and fans.”

Right now we’re working out to The Adventures of Ali and His Gang vs. Mr. Tooth Decay. Looks like we need a crown.