What can we expect to see in entertainment marketing in 2019?
Here the entertainment team at Fuse discusses how entertainment marketing with develop next year.
Time to play the Game?
Brands have long been harnessing the power of music and sport: two cultural super powers that have also come together to unite fans in the world of gaming. The likes of EA and Universal have teamed up to bring us Noel Gallagher vs John Stones and Big Shaq vs. Danny Welbeck on FIFA 18, but now musicians such as R&B star Drake are taking far bigger steps into the gaming stratosphere.
Earlier this year Drake was involved in the launch of Fortnite along with NFL star, JuJu Smith, resulting in the largest concurrent audience for a single player profile on Twitch and generating $318m a month in gross revenue, a figure that matches Sony Music’s entire recorded music operation in the same month. Now Drake has announced with his manager, Scooter Braun, that he has invested in eSports powerhouse ‘100 Thieves’ to become a co-owner. This move that highlights how collaboration between sports, music and gaming is evolving as we approach 2019.
Pure gamers are now becoming celebrities in their own right. Ninja, Twitch’s most streamed gamer in the world, has just designed a new compilation with Astralwerks and Captol Music Group to release Ninjawerks, an album that Ninja hopes “will be the soundtrack to gaming”. Ninja went on to say, “this is another big step towards bringing the gap between music and gaming closer together…. our world’s keep getting more connected and this feels like the next step.” How long will it be until we have our first Rockstar gamer? Watch this space.
Power to the People!
Brands and artists in the music space are recognising the power of working together to not only reward music fans and uncover new talent, but to bring communities together and reduce their impact on the environment. For 2019, the industry will need to work harder to find original ways to give back to the community through charity, education and sustainability.
Moet Henessey’s “Masters of Potential” campaign featuring collaborations with Slaves and Krept & Konan (among others) focused on fusing artists together from different backgrounds and musical genres in order to produce new content at Abbey Road Studios. Such campaigns could open the door to brands focusing more on how they unite different cultures and communities through stronger and more engaged social and political awareness.
Back to the Future…
The emergence of VR and AR in the music space is something that is incredibly exciting, particularly when the industry has also had a resurgent live music scene. Gig and festival attendance is soaring and artists with smaller profiles are doing more to capture audiences’ attention by creating ‘I was there’ moments.
For those that can’t be there, as technology develops and production costs starts to become more affordable, VR and AR are increasingly giving fans access to ‘live’ performances and immersive experiences. We have seen 2Pac resurrected live on stage at Coachella Festival, Samsung’s Hypercube transports us into music videos and we now have Melody VR allowing us to shuffle through live performances like a Netflix for gigs.
This is an area catalogue artists could look to strengthen their revenues by allowing fans to be transported into the gigs of superstars past and present. Imagine being able to jam with Jimi Hendrix, Bob Marley or Kurt Cobain in their prime, all from the comfort of your own home. Wow-moments indeed!