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July 25, 2021
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Press Releases
  UK Music and Media Legend John Robb and Partners Create Borders Blurred – The  Esports and Music Crossover Agency.
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[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource Games Press.]

‘The future is now…’

Borders Blurred is a 21st century agency that disrupts the narrative and tears down the walls of media and blurs the lines between music and gaming, between the real world and virtual ones.

Back in 1989 when John Robb was writing the first ever interview with a little known band called Nirvana and gamers were seeing Tetris blocks in their sleep, no one could have foreseen how the worlds of music and gaming could combine into another future.


Fast forward 30 year to a conversation between John Robb and gaming consultant John Armstrong about streaming a real world mega-festival into a popular video game’s virtual island setting, with a potential audience of millions and we see how far things have come and where we were going to take them next.


Decision made they decided to join forces and to form a company partnering with the music business legends at Decibel. Forward thinking collective technology, music industry and brand partnership experts Decibel cut their teeth working with the likes of a small band called The Rolling Stones right through to The Charlatans via pop superstars like Britney Spears and Dua Lipa.


A couple of months after the first discussion Borders Blurred have now created a number of projects that could easily sit within a gaming environment and are looking for video games and esports industry partners


Upcoming projects.


- Ibiza club looking to stream a live sunset party into a suitable game.

- Hollywood combat superstar scouting for his next great fighting game appearance

- World renowned festival looking to experiment with streaming some sets into a video game either      live (Covid permitting) or as an alternate venue.

- Record Label creating showcase events for new bands in established games.

- Multiple bands wanting to play live esports events


Borders Blurred team bring music icons to games and develop crossover events merging in-game and live music experiences. We create live or recorded music, iconic guest appearances and live superstar DJ sets and sit them seamlessly in a computer game environment.


Borders Blurred is a revolutionary new agency that sees no borders and no boundaries between music, sport, pop culture and gaming.


Borders Blurred believe that the crossover between music and esports & gaming is where the exciting stuff is happening and we are the drivers and the facilitators of this brave new world.


Borders Blurred are not only extremely well connected in the music industry, we also have an impressive contact list of movie, TV and sports stars.


Borders Blurred are the new culture front line. Put on your virtual wellies and dive into a music festival coming to a video game near you. In the post pandemic world the possibilities are endless.



Who We Are

Borders Blurred are music and media legend John Robb, gaming specialist John Armstrong and music industry veterans and event & brand marketing experts Bruce Thomas and David Elkabas





John Robb ‘I’ve always been addicted to the future. Music was always a portal into the blade runner possibilities of ideas and tech. Music and gaming are the frontline and the borders between the physical and the virtual are blurred…'


Bruce Thomas

Gaming for me was playing Space Invaders in the early 80’s but it was music that shaped my life. Being part of a band to then leading digital agencies that worked for many of my idols inc The Beatles & The Stones! Little did I know that 40 years later the two worlds of music & gaming would collide. Being part of this collision really does excite me!


John Armstrong ’During initial discussions, we realised that the team we were creating at Borders Blurred held gig, festival and talent information that could be utilised quickly to stream live music events from our own stage or from live event venues all over the World, to any game with the capability to host it. Further discussions with talent and talent management and we knew we were onto a winner when not one (*understandably) said that video game audiences weren’t for them.’



For more information contact: [email protected]