Rhino Records and Electronic Arts have entered into a partnership that will bring the leading catalog-music label together with the world's No. 1 interactive software company on an initiative called E

Rhino Records and Electronic Arts have entered into a partnership that will bring the leading catalog-music label together with the world's No. 1 interactive software company on an initiative called EA Sports Throwback Trax Powered by Rhino.

Beginning with "Madden NFL 2005," the latest in the top-selling football game series, Rhino will be the exclusive provider of catalog music for all EA Sports titles. This will apply to other consistently popular sports franchise titles, including "NBA Live 2005," "FIFA Soccer 2005," "NASCAR 2005: Chase for the Cup," "EA Sports Rugby 2005" and "NHL 2005."

House of Pain, Pantera, MC Lyte, Faith No More, the Jesus and Mary Chain, the Cure and Violent Femmes are among the Rhino artists who will be integrated into the EA Sports in-game jukebox.

"There is a lot of music we have that we think is completely relevant to today, and a lot of kids that will be playing these games will hopefully get turned on to music from the past that does not sound like their father's music," said David Dorn, senior VP of new media strategy for Rhino.

Throwback Trax is part of EA Trax, the promotional partnership music showcase EA launched in 2002, but EA worldwide executive of music Steve Schnur said that the parent branding will remain focused on breaking new artists by including their music in video games. Some of the artists that debuted their music in 2003 EA games include Blink-182, Chingy and Jet.

Under the terms of the deal, catalog music is defined as being at least 18 months old. According to Dorn, the deal is for one year with mutual options to extend.

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