OM Records

Olympique Marseille announced that they’ll be launching their own record label. And that’s a pretty big deal. It’s not every day that you see a football team double down on the culture and lifestyle of their community, but I’m glad to see it. The future of football is owning the lifestyle.

Besides the obvious (that football and hip hop culture are tightly woven into the fabric of Marseille), the big explanation for making this move is the same that explains why Red Bull–an Austrian energy drink company–sponsors wild extreme sports. It’s a move that builds a universe (and lifestyle) around the brand. Red Bull is now tied with a very distinct lifestyle and athlete – Marseille wants to do the same. They don’t care if fans love football–they want fans who are devoted to Marseille (and everything that goes with it).

Today’s post is a short one because it doesn’t need much explaining. But don’t let that detract from its importance. OM Records is a brilliant play to make Olympique Marseille about more than just football. The future of the football club is about more than just football.