Entertainment, Gaming

Garena announces Free Fire partnership with KSHMR

Garena ​has announced that music producer and DJ Niles Hollowell-Dhar -- better known by his stage name ​KSHMR ​-- is ​Free Fire’s new brand ambassador.​

Garena ​has announced that music producer and DJ Niles Hollowell-Dhar — better known by his stage name ​KSHMR ​– is ​Free Fire’s new brand ambassador.​

Signed to Warner Music Group’s iconic dance label Spinnin’ Records, KSHMR is renowned for his innovative and pioneering approach to producing. The partnership unites one of the world’s most popular battle royale mobile games with one of the world’s most famous DJs, and continues Garena’s rollout of exciting new content for players.

New Free Fire character

The collaboration will see KSHMR feature in Free Fire as an all-new playable character – called ​K​, with the nickname ​Captain Booyah – and release a specially produced song and music video. The song plays heavily on KSHMR’s signature vocal-driven production style, and delivers the same energy as users get from Free Fire. More details on the song will be revealed on official Free Fire channels.

“The song I wrote for this collaboration is meant to inspire people all over the world to keep fighting regardless of the challenges they’re facing. Free Fire delivers this same energy and inspiration, and I’m excited to be working on this with them,” ​KSHMR​, who is collaborating with a mobile game for the first time, said in a press statement.

The tie-up with KSHMR extends Free Fire’s strategy of engaging its community of users globally through their areas of interest outside the game. Passionate about localized storytelling at his live shows, KSHMR has captured a global audience, resulting in a ​great synergy and alignment with Free Fire’s key markets. ​

“Free Fire players enjoy great music. This collaboration with KSHMR allows players even more ways to enjoy the game – through the soundtrack, character K, and many more partnership initiatives which are being lined up,” said ​Harold Teo, Free Fire Producer at Garena​.

Music and gaming

KSHMR was ranked number 15 on DJ Mag’s most recent Top 100 list.

As a music label, Spinnin’ Records is always looking for original ways to present their artists and music. Recently the Dutch dance la​bel has pursued this by embarking on several collaborations with the gaming community, such as Spinnin’ Gaming Tournament (taking place at last year’s Amsterdam Dance Event), where they invited various gamers, influencers, and artists to compete with each other. Spinnin’ Records also partnered with ​Avakin Life​ for a virtual live concert.

“KSHMR has been one of our key artists for many years. It’s been impressive to see his evolution as an artist and his modern take on dance music. As a record label we are constantly seeking progress and ways to innovate; therefore introducing our artists to the world of gaming has always excited us. Teaming up with Free Fire is an exciting next step in connecting dance music with gaming,” said Spinnin’ Records Commercial Director Steven de Graaf. ​

According to Garena, players can expect KSHMR x Free Fire content — including the song, music video, and in-game playable character — to drop in October.

Free Fire is one of the most popular battle royale titles globally, having ranked as the world’s most downloaded mobile game in 2019. Free Fire has seen success in creating captivating content that engages users globally. Garena recently announced a new record high in terms of peak daily active users of more than 100 million.