Global – Rapper Travis Scott debuted his new single Astronomical through Fortnite as part of a series of concerts within the game.
The virtual event, which was spread over two days between 23 and 25 April, offered multiple tour dates and show times for players across the globe to tune into. Scott's first virtual concert broke records, with 12.3m players participating worldwide.
Before the launch of Scott's Astronomical tour, the collaboration generated significant hype with Fortnite players around the world, who had the option to purchase in-game outfits and Emotes. In the days before the virtual concert, players were also invited to complete challenges to unlock free items.
At a time when many consumers are spending increased amounts of time engaging in at-home entertainment, this shows how record labels and musicians can target digital consumers with new iterations of Social Media Music.