Fortnite-Marshmello Mashup Showcases New Avenues for Games, Music
For 10 minutes on Feb. 2, the shooter videogame put away its guns and transported players to a live virtual performance by the electronic-dance producer, who was visible as a digital avatar, with his signature marshmallow helmet. The pop-culture mashup spoke not only to the game’s broad popularity but to its potential as a stage for all kinds of entertainment.
The performance attracted millions of viewers, according to representatives for Marshmello, and is an example of how musicians are experimenting with new ways to reach a massive live audience.
The idea for the concert was set in motion in June, when Marshmello participated in a “Fortnite” tournament run by the game’s creator, Epic Games Inc. He teamed with Tyler “Ninja” Blevins, a celebrity gamer who made the game a must-try when he live-streamed a playing session with the singer Drake. Marshmello later that night performed for tournament competitors and staff, and the two sides stayed in touch. The event sprang from their conversations.
It is the latest move by Epic to appeal to more than just gamers. The closely held company previously forged partnerships with Walt DisneyCo. , which is an investor in Epic, and the National Football League on special in-game events. Gamers, for example, could buy virtual NFL jerseys for their characters to wear while running about the “Fortnite” world.
Marshmello’s performance followed the classic “Fortnite” playbook: The concert was free, though players could buy virtual costumes, weapons and dance moves specially designed for the event. A costume with a marshmallow head cost $15. A Marsh Walk dance move, also known as an emote, went for $5.
See the full story here: https://www.wsj.com/articles/a-glimpse-of-fortnites-future-music-and-dancing-without-the-guns-11549720800?mod=searchresults&page=1&pos=1
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Fortnite’s live in-game concert was a shockingly stunning sight to behold, and it was also an unprecedented moment in gaming. It truly felt like a glimpse into the future of interactive entertainment, where the worlds of gaming, music, and celebrity combined to create a virtual experience we’ve never quite seen before.
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