Action Xtreme, Studio Behind Netflix Hit ‘Son of the Soil,’ Launches Music Publishing Arm in Deal With Atlantic Screen Group (EXCLUSIVE)
#Action Xtreme#music publishing#Atlantic Screen Group#Son of the Soil#film studio#intellectual property#Netflix
📌 Key Takeaways
Action Xtreme launches AX Music Publishing division in partnership with Atlantic Screen Group
The venture will develop and commercialize original music for the studio's productions
Move represents vertical integration to control more intellectual property and revenue streams
Strategy responds to growing importance of music in media branding and monetization
📖 Full Retelling
London-based action film studio Action Xtreme, co-founded by Chee Keong Cheung and Andreas Roald, has launched a new music publishing division called AX Music Publishing through a strategic partnership with Atlantic Screen Group, announced this week. This expansion aims to develop and commercialize original music specifically for the studio's productions, including its recent Netflix hit 'Son of the Soil,' capitalizing on the growing synergy between visual media and music revenue streams.
The new venture represents a significant vertical integration for Action Xtreme, which has built its reputation on high-octane action content. AX Music Publishing will be responsible for creating, owning, and monetizing the musical scores and soundtracks that accompany the studio's films and series. This move allows the company to retain greater creative control over its projects while opening up new revenue channels through music licensing, synchronization deals, and soundtrack sales.
This strategic shift reflects broader industry trends where production companies seek to own more of their intellectual property's ecosystem. By partnering with Atlantic Screen Group, which has expertise in music for visual media, Action Xtreme gains specialized knowledge while maintaining its focus on content production. The studio's successful track record, particularly with 'Son of the Soil,' provides a solid foundation for this expansion, as recognizable franchises often generate valuable ancillary music rights.
The initiative also responds to the increasing importance of music in building brand identity for film and television properties. In today's competitive streaming landscape, distinctive soundtracks can enhance viewer engagement and create additional marketing opportunities. Action Xtreme's foray into music publishing suggests confidence in its future production slate and an understanding that comprehensive rights management is becoming essential for media companies seeking to maximize the value of their creative output.
🏷️ Themes
Media Expansion, Music Publishing, Business Strategy
# Netflix
**Netflix** is an American subscription video-on-demand (SVOD) over-the-top streaming service. It serves as the primary distribution platform for both original and acquired content, including feature films, television series, documentaries, and specials across a vast array of genres and i...
Son of the Soil is a 2025 Nigerian film, directed by Chee Keong Cheung, who co-wrote the film with British film producer Razaaq Adoti. The film stars Patience Ozokwor, Iretiola Doyle, and Sharon Rotimi, among others.
Distributed by Netflix, Son of the Soil premiered at the 2025 Africa International ...
Action Xtreme, the London-based action studio co-founded by Chee Keong Cheung and Andreas Roald, is moving into music publishing through a new division – AX Music Publishing – formed in partnership with Atlantic Screen Group. The venture will be responsible for developing and commercializing original music tied to the company’s productions, with the door open […]
