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EA presses play on music label

Electronic Arts teams with Canadian company to form full-service music label.

Electronic Arts will team with Nettwerk One Music to form a full-service music label, the game publisher announced Monday. Dubbed Artwerk, the label will sign and develop new and established artists for publishing, master recording and sync deals, as well as digital and physical distribution of musical works in movies, TV shows and video games.

The Los Angeles-based label has already signed producer/artist Junkie XL, whose tracks recently appeared in the games Madden NFL 07 and Need for Speed Carbon. Artwerk says it is currently in negotiations with several other acts, and is actively seeking talent worldwide.

"Artwerk is music 2.0," said Terry McBride, CEO of Vancouver, Canada-based Nettwerk. "It is where music, games and digital entertainment merge." The label is accepting submissions through EA's Web site.