Ligue 1 side Olympique De Marseille have announced a strategic partnership with music publisher BMG and also launched a recording label called OM Records.

Ever since its takeover by American businessman Frank McCourt in 2016, Olympique Marseille have witnessed some tremendous growth and the latest revelation shows just how the club is focused on being a model to emulate for other sporting entities.

OM Records will become the only major label to have its headquarters in Marseille, the second largest city in France, and historic bastion of French hip-hop and rap since the 1990s.

This new partnership makes BMG the exclusive musical partner of OM on all its musical projects and activities. It also includes a license agreement for the BMG Music Library that OM will use for its internal and external content.

“Olympique de Marseille is unique from all football clubs, but the club shines from beyond the pitch as well, and in particular among the youth of Marseille by supporting all forms of artistic expression. Marseille has been a cradle of French rap and hip hop since IAM, and the links between OM and local artists have been strong for years. The launch of OM Records completes this link and symbolizes the club’s desire to promote the unique energy that emanates from Marseille and its inhabitants all over the world” said Jaques-Henri Eyraud, President of the Olympique de Marseille.

On his end, the managing director of BMG France Sylvain Gazaignes said that there are many cultural links between football and hip-hop, especially in a city like Marseille where the music scene is always flourishing.

“The goal of this partnership with OM is to offer new opportunities to established artists, emerging talents and artist collectives from Marseille, the South of France at large and even Africa” he added.

BMG has appointed Emilie Hauck, Artistic Director of OM Records, to manage this label and all other musical activities with the club. Emilie Hauck is based in Marseille and reports to Sylvain Gazaignes.

OM and BMG began their collaboration at the start of the pandemic, when OM brought together a collective of artists and MCs from Marseille under the name OM La Compo to create the charity single “cOMbat daily”, distributed by BMG. All the profits from the song were donated to hospitals in Marseille and to the most disadvantaged in the region, via the OM Foundation.

OM has always been a pioneer in social networks and in 2020 will become the first Ligue 1 club to broadcast a match live on Twitch.

Olympique de Marseille have been one of France’s favourite clubs for more than 25 years and remain the only French team to have won the Champions League.