Global – Internet collective Thwip Gang has brought a digital festival to the video game, attracting 27,000 listeners.
Following a digital birthday party held in May, Thwip Gang decided to organise a full-scale music festival on the gaming platform. Coalchella, which was held in late September, was free to attend and featured performances from electronic artists such as Electric Mantis through a livestream broadcast.
The festival was also scattered with near-replicas of brands such as IHOP and Ikea. Although the promotion for the event was minimal – the co-founders tweeted a line-up that mimicked traditional festivals – it managed to attract 3,000 gamers and 27,000 streamers over eight hours.
Although the festival market is booming, a rise in digital, in-game events provides opportunities for brands who wish to infiltrate the virtual world.