Saturday December 9, 2023

Peloton Strikes Deal with Verzuz

  • Peloton and Verzuz are teaming up to offer live-streamed competitive concerts through Peloton's machines and apps.
  • This is the latest in a string of partnerships and acquisitions for the connected bike company.
Peloton/Design: Alex Brooks
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Gyms are reopening, but Peloton just added another reason to work out at home.

The popular connected fitness company struck a deal with Verzuz, the music competition venture started by multiplatinum-selling producers Timbaland and Swizz Beatz. The collaboration will feature workouts set to a playlist from the dueling artists, starting with R&B legends Brandy and Monica, followed by a battle between the Verzuz founders.

Verzuz, which typically livestreams on Instagram, has previously featured battles between artists ranging from Alicia Keys and John Legend to Snoop Dogg and DMX. Verzuz was acquired by the Triller Network in March in a deal that provided equity stakes to the performers who had already been featured in the series.

Peloton has been making big moves with high-profile musicians and apparel brands.

  • In November, Peloton signed Beyonce to a multi-year partnership that involves gift Peloton subscriptions to students at HBCUs.
  • Peloton released exclusive music for the first time in December, working with Big Boi, Chromeo, and DJ Dillon Francis on a series of Elvis Presley covers.
  • Peloton launched a lifestyle apparel brand with Adidas last week, and has previously worked with Nike and Lululemon.

The company has run into trouble for its use of music in the past. In February, Peloton settled a lawsuit brought by members of the National Music Publishers’ Association, who sought over $300 million in damages from the alleged use of thousands of unlicensed songs.

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