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Barcelona inks fan XP, live show partnership with Sony Music

Barcelona has signed a new fan experience partnership with US record label and entertainment group Sony Music.

Under the two-season deal, Barcelona will work with Sony Music to produce global campaigns, live shows and video content combining sport and music.

The partnership went live on Sunday at Barcelona’s Joan Gamper Trophy game against Premier League side Arsenal, where Sony Music artists such as Spanish group Arnau Griso and Chilean singer-songwriter Javiera Mena performed before kickoff.

Yesterday, as part of the club’s US Tour, Barcelona and Sony Music hosted the second live show of the partnership at Barça Fest Miami, a one-off concert featuring Sony Music artists such as US reggaeton group Play-N-Skillz and Puerto Rican singer-songwriter Pedró Capó.

The Barça Fest Miami was designed to cross-promote the two brands among football and music fans, and draw media attention for Barcelona’s next pre-season friendly fixture against Napoli in Miami on Thursday.

In an official statement, Barcelona said it will be announcing more joint projects with Sony Music in the coming months, including more live concerts and the use of Sony Music tracks and artists in Barcelona’s official digital content.