The fastest-growing gaming and lifestyle company in the world, XSET, is defining what it means to be cultural leaders in the industry for future generations, as it sits at the nexus of culture and gaming.
Leading the charge in fusing entertainment, gaming, and advancing culture, XSET recently acquired Astoic Management, a black-owned talent agency operating out of Beverly Hills, California. Both co-founders have been appointed to executive roles within XSET as a result of this acquisition. Rob Martin will serve as the Chief Experience Officer (CXO), while Lonnie Anthony will serve as the Chief Innovation Officer (CIO).
Anthony will make innovative and strategic decisions for XSET’s overall business and brand in his capacity as CIO, working with the company’s founders. As CXO, Martin will also push to develop unforgettable experiences and events that propel XSET to the top of the gaming and entertainment industries.
When asked what had first spurred the acquisition of Astoic Management, Anthony said he and Martin had discussed their respective career goals on a number of occasions. After much deliberation, they came to the conclusion that they wanted to return to their gaming roots.
“We considered a variety of choices and spoke with a number of companies, but in the end, what XSET is creating perfectly complemented everything that Astoic Management stood for. We went to Clinton Sparks’ house (CBDO & Co-Founder) and talked about XSET and their future objectives for five hours. When we heard the co-founders’ passion and saw their overall vision for gaming we knew it was an ideal fit. We haven’t encountered anybody with our own outlook who simply “gets it” in years. XSET, is actively promoting diversity and empowering culture,” Anthony says.
Martin claimed it was simple to decide whether to join XSET. “It is a once-in-a-lifetime opportunity to have ownership in the world’s most dynamic and rapidly expanding gaming lifestyle brand.”
“It’s a privilege to join XSET,” declared Anthony. “Moving the needle and advancing XSET’s foray into the Web3 and metaverse are the goals I have for the company. What we have planned will astonish a lot of people and produce historical events that the world will never forget.”
Astoic Management has handled the representation of a number of well-known people, including Offset, Floyd Mayweather, Ronnie2K, and Cassy Athena. Along with that, they have negotiated a wide range of contracts with companies including NBA2K, Facebook, Nike, Jordan, AT&T, Microsoft, FOX, Stockx, Viacom, Postmates, New Era, Turo, MLB, and many more.
The dynamic duo has spent the past 10 years fusing gaming, fashion, technology, and culture with the aim of producing countless experiences for musicians, athletes, and gamers. Martin said they are eager to influence the game industry’s future landscape.
When it comes to incorporating pop culture and celebrities into the NBA2K video game franchise — which brings in more than $3 billion annually — Astoic supplied creative direction and consultation. They assisted Ronnie2K, leading the integration of clothing companies like Fear of God, Rhude, Just Don, Visitor on Earth, Union, and IhNomUhNit into the world’s third-ranked sports video game.
Additionally, the talent agency oversaw a marketing campaign that involved scanning NBA2K with virtual versions of stars including Travis Scott, Quavo, J. Balvin, Fabolous, Migos, Nav, Ben Baller, Zack Bia, and Lil Pump.
Anthony was recently selected for the 2021 Sports Business Journal list of New Voices Under 30. This was as a result of his earlier work incorporating big names into the NBA 2K video game and creating a campaign for rapper Offset with New Era and the Atlanta Braves.
Astoic has already started helping XSET in the creation of experiences. Tee Grizzley, a hip-hop artist, recently made gaming history when he became the first person to openly announce their membership in a gaming group while participating in a storyline on Tee’s Grand Theft Auto Roleplay server.
When it comes to a more detailed strategy for XSET’s entry into Web3 and the metaverse Anthony continues by saying that by integrating both IRL functionality and metaverse experiences, XSET has the power to produce life-changing moments. He’s excited to introduce XSET into the world of NFTs, the metaverse, and Web3 in general as an enthusiastic NFT collector and proud member of RTFKT’s Clone X community.
“I have lived and breathed Web3 for the past 12 months. When I’m not on a zoom call, I’m either engrossed in Twitter or on Discord, chatting up random people with JPEG avatars. When it comes to embracing Web3 methods, community development, and use cases, I was surprised to find that the gaming and music sectors have been a little behind the curve,” explains Anthony.
Martin contends that Anthony has consistently outperformed the market in terms of web3/metaverse, and his investments in the area are evidence of that. Their goal is to build on the work that XSET has been doing, which is to identify new ways to write history in the web3/metaverse.
By changing the way they sign creators, the kinds of creators they engage with, and the types of collaborations they get into, the two hope to transform the gaming industry. They most recently signed Ganga, who is widely regarded as the most well-known tattoo artist in the world thanks to his work on celebrities like Drake, LeBron James, Post Malone, Odell Beckham, Lil Uzi Vert, and others.
“In his studios in West Hollywood, California, and Murcia, Spain, we intend to construct gaming rooms with Ganga. These are the kinds of collaborations with XSET that we are aiming to establish by fusing culture with various forms of entertainment, art, music, fashion, and sports. By pushing the boundaries and signing more cutting-edge partnerships and culturally focused creative signings, we hope to expand on these announcements,” says Anthony.
Martin aims to continue fusing the music and gaming industries in his capacity as CXO. Recently, the two had the pleasure of teaming up with the legendary record label Interscope for a gaming experience during Coachella weekend in Palm Springs, renting out Leonardo DiCaprio’s home with some of Interscope’s biggest artists, including Benny Blanco, Gryffin, Louis The Child, Earthgang , and more.
“We had Ronnie2K, the face of NBA2K, host the event as we played WWE 2K22 and NBA 2K while chatting with the artists about gaming. We went in-depth on how the artists use gaming as a major creative outlet, particularly while they were confined to their homes during the pandemic. My primary initiatives are currently focused on our alliance with Drai’s Nightclub and beach club in Las Vegas. Memorial Day Weekend marked the activation of the four XSET beach cabanas at the beach club. During MDW we had performances by Lil Wayne during the day and Lil Baby in the evening,” explains Martin.
Their plan, according to Martin, is to gather all the things people enjoy into one location. friends, games, music, and getting back outside. With XSET, people will have more opportunities to participate in peak life events. Anyone can now rent XSET cabanas that have 85-inch TVs, gaming consoles, and are completely covered in XSET wallpaper at Drai’s.