Leading Australian esports organisation ORDER has just signed on Melbourne-based R&B and neo-soul artist Billy Davis as Creative Ambassador.

Signed to Sony Music Entertainment Australia, Billy is also an avid gamer and will lead ORDER’s charge to close the gap between gaming, music and fashion – just to name a few of the many disciplines now collaborating in this space.

As Creative Ambassador, Billy will play a key role in ORDER’s activations and collaborations. The keyboard virtuoso and composer is also an advocate for breaking down traditional barriers and the preconceived notions of gaming.

“I really want to broaden the reach of gaming, particularly in Oceania – and put it into the mainstream where it belongs,” says Billy. “It’s no longer a subculture, but just part of our culture in Australia, our pop culture, and I will be collaborating with my network and connections across music and fashion to explore these fields further.”

Regardless of COVID, Australia’s gaming industry has been on the up, according to the latest Australian Entertainment Media Outlook 2020-2024 report from PwC.

“Australians are one of the highest per capita spenders on video games in the world,” the report says, with total gaming and esports revenue hitting $3.175 billion in 2019 and $3.403 billion in 2020. Confidence in Australian esports organisations is growing. ORDER’s $AU5.3m capital raise earlier in the year is testament to investor interest.

Billy, who’s enjoyed gaming from a young age, jumped at the opportunity to join ORDER and will also have a share in the business. With insider insight and not wanting to give away too much right now, Billy’s advice is: “You want to get in early before it takes off.”

“What ORDER is doing and looking at doing, has not been done on this side of the world successfully,” he says. “Signing me on shows ORDER is stepping into new territory in Oceania. Look at big companies like FaZe Clan and 100 Thieves, they collaborated with musicians and the like and are now the biggest esports companies in the US. The only direction for ORDER is up – it’s the ‘new ORDER of esports’ in this region.”

As the face of ORDER, Billy also wants to encourage other creative people to come forward and work in the space, with so many opportunities in content creation alone, for example. Billy’s interest in games was piqued as a child because his uncle was involved in the development of Quake, and before he knew it Billy was hosting LAN parties at his house.

On tour with Tones and I in the UK and Europe when the COVID pandemic hit in 2020, games were a way for Billy to cope with the situation.

“Like music, games can be an escape from reality and help me to relax,” he says. “Last year it really helped me get my mind off the fact my European/UK tour got cancelled. It was a way to have fun and reconnect with my friends while also in lockdown. Just as I tinker away at my piano as an outlet, gaming is part of the mix of who I am and what I love.”

ORDER CEO Marc Edwards says the organisation is excited to have Billy onboard.

“We know that music aligns strongly with gaming and Billy is an artist on the rise, which makes him a great fit for the organisation,” says Marc.

“Billy has such a zest, passion and talent for what he does and really embodies the direction we’re heading at ORDER – to build a digital content and entertainment business with a DNA in esports that helps shape the future of gaming and youth culture.”