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new (usually younger) fans in some unexpected ways. As with Marshmello’s inaugural event, virtual concerts lead to increases in fan engagement, which typically equals sales. They also open the door to more sponsorships and brand partnerships, virtual meet-and-greets, digital merchandise and non-fungible tokens (NFTs) – and various other cryptocurrencies. But the true value in setting themselves apart may be more difficult to quantify. Snoop Dogg and Ice Spice, for instance, took a hybrid approach, performing from one of the most high-profile global locations: Times Square. Taking to the TSX Stage, they livestreamed their joint gig directly into Fortnite while simultaneously drawing an in-person crowd, giving fans the best of both worlds. Fitting nicely with Times Square’s ‘bright lights, big city’ aesthetic, the TSX Stage – part of TSX Broadway, a 46-story high-rise – is a 4000 sq ft platform suspended 30ft above the street. It’s also equipped with an 18,000 sq ft LED screen, which happens to be the Square’s largest to date. According to architecture firm Mancini Duffy, which coordinated the project, the stage can handle global broadcasts and live streams thanks to its innovative tech. Fortnite wasn’t the first gaming platform to tackle virtual concerts (technically, these have been around since the mid-2000s), but it’s certainly brought them to the cultural fore. The game – technically a subset of Fortnite , called Fortnite Festival (and developed by Harmonix, the company behind Guitar Hero and Rock Band ) – is about more than just making or listening to music; players can interact with their favourite artists, purchase their outfits (also known as skins) and instruments
The Lil Nas X Concert Experience on Roblox drew more than 30 million visits across four separate showtimes during its 2020 run
and even monetise streams on their own Twitch or YouTube channels without being flagged for copyright violations. The game also structures itself by season; pop star Sabrina Carpenter is the official Season 8 headliner, while past seasons have centred on The Weeknd and Billie Eilish. Fortnite undoubtedly attracts a young audience, and it’s Generations Z and Alpha (those born after 1997) who will largely determine the future of virtual gigs. Growing up alongside the metaverse, these young people are accustomed to regular digital experiences, with online interactions making up the bulk of their social lives. We’ll likely be seeing a long string of Fortnite -esque events as new users continue to come online. UP IN THE CLUB Live music can take many forms, and DJs are often overlooked as true musicians.
Players can interact with
their favourite artists, purchase their outfits an instruments and even monetise streams on Twitch
Snoop Dogg’s appearance highlighted how TSX can host real concerts in the middle of the city without blocking off the streets of Manhattan
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