Peloton Debuts ‘First Gaming-Inspired Experience,’ Lanebreak, With ‘Launch Partner’ Warner Music Group
Photo Credit: Pierre Lacourt
Peloton has officially debuted Lanebreak, its “first gaming-inspired experience,” featuring music from “launch partner” Warner Music Group (WMG).
Peloton unveiled the gaming-focused exercise program today. “Designed specifically” for the Peloton Bike+ and the Peloton Bike itself, Lanebreak prompts players to guide “a wheel-like avatar along a six-lane track,” the publicly traded company explained. And while doing so, these exercisers will encounter “moments,” which “are placed in time with music and sequenced to create unique, fitness-first workouts.”
Lanebreak includes three types of moments, Peloton’s decidedly detailed announcement message proceeds, and fitness enthusiasts can choose from “a variety of levels based on different genres of music and workout types.” The business’s multifaceted entry into the gaming space also encompasses several difficulty options, and higher-ups “plan on keeping the experience fresh and will regularly add more levels.”
Finally, regarding the gameplay nuances of Lanebreak, Peloton has likewise equipped the biking-workout option with a scoring system and leaderboards. One level, aptly entitled “David Bowie Remixes,” features the trio of exclusive Bowie remixes that Peloton commissioned from Honey Dijon, St. Vincent, and Tokimonsta last month.
(Peloton also licensed the “entire” David Bowie catalog in January, the same month in which Warner Chappell bought the “Space Oddity” creator’s publishing catalog. September of 2021 had seen WMG buy Bowie’s recordings.)
David Guetta, who sold his recorded catalog to Warner Music Group back in June of 2021, has a warm-up level on Lanebreak, with other options including Pop Essentials (with Guetta, Bruno Mars, and Ed Sheeran), Hip Hop Gold (with Burna Boy, J Balvin, and Cardi B), Pure EDM (Vengaboys, Timmy Trumpet, Felguk), and Rock Riot (Alanis Morissette, Blur, Muse).
Notwithstanding recent setbacks for Peloton, which has suffered a roughly $107-per-share stock price tumble since mid-February of 2021, it’ll be worth following music’s role in the fitness sphere moving forward. Peloton has closed multiple direct deals following its much-publicized music-publisher lawsuit, and UMG in January of 2021 finalized a major licensing pact with Variis.
More broadly, Warner Music’s involvement with Lanebreak represents just the latest in a long line of gaming initiatives from the major label, which has leaned heavily into the sector.
Since a Warner Music Group exec in November of 2020 touted the career benefits (for artists) of in-game appearances, the Big Three label has quietly invested in Roblox, game-mod marketplace Overwolf, virtual-concert platform Wave, and Roblox game developer Supersocial. WMG’s many plays in gaming further encompass a David Guetta Roblox DJ party, a virtual-arena partnership with The Sandbox, and an agreement with digital-collectibles platform Blockparty.
Most recently, Atlantic-signed Silk Sonic, consisting of Bruno Mars and Anderson .Paak, rolled out a radio station and exclusive outfits in Fortnite. Anderson .Paak was signed to Doug Morris-founded 12Tone Music when Warner bought the indie label in late July of 2021.
