Fortnite’s latest musical move is a virtual event with rising British band easy life and London Venue the O2
Epic Games, the creator of the popular battle royale game Fortnite, is taking another musical leap forward – this time in the UK with island Records UK signed alternative pop group easy life.
On Thursday June 24, the Easy Life will headline what Epic Games calls an “interactive music experience” during a virtual recreation of London’s concert hall The O2 Arena, within Fortnite Creative.
Launched in 2018 As part of Fortnite Season 7, Creative Mode is described as a “sandbox” game within Fortnite, which allows players to “design games, roam the island, fight their new friends. ways and build the Fortnite of their dreams “.
The virtual event, a partnership between Epic Games, O2, Globe, which is the commercial and creative arm of Universal Music UK, and Island Records UK, marks a number of firsts for Fortnite.
Built by a team of Fortnite creators, KKslider, DolphinDom and Team Cre8, the recreation of the O2 in Fortnite will be the first time the location appears in a video game, while Easy Life will become the first UK act to occur in Fortnite. Creative.
This is not, however, the first real site to be created with a platform owned by Epic Games. Last March, Madison Beer, signed to Sony Music-owned Epic Records, performed a virtual concert as part of a “meticulous recreation” of Sony Hall in New York City, which was created using Unreal Engine, the game engine developed by Epic Games.
Easy life’s interactive music experience in Fortnite is described in a press release as “much more than just a gig” with the band’s music and lyrics “influencing the world around the players” during the performance.
During the show, attendees can virtually tour six areas, each inspired by a different track from the band’s debut album. Life is a beach, which entered the UK Album Chart at # 2 last month.
easy life and Fortnite have also created a brand new in-game lobby only track that “anyone can unlock and listen to” in Fortnite after witnessing the experience.
Epic Games’ collaboration with an artist signed by the Universal Music label marks a departure from the various Sony-related Epic Games titles to appear on these pages over the past 15 months.
In April of last year, a virtual performance by Travis Scott (Epic Records) was seen by 27.7 million viewers in Fortnite and in May of last year, MBW found out that Sony Music was in the process of building up a team “dedicated to reinventing music through immersive media” using Epic Games’ Unreal Engine.
In July of last year, Sony Music Group’s parent company, Sony Corporation, acquired a minority stake in Epic Games, making a strategic investment of $ 250 million.
In April this year, Tokyo-based Sony Corp invested an additional $ 200 million in the American video game company, the investment being part of a new round of $ 1 billion funding for Epic Games.
“The management of the project has been brilliant in many ways. “
Jennifer Hills, Globe
Jennifer Hills, Senior Vice President of Strategic Marketing and Partnerships at Globe, said: “The management of the project has been brilliant in so many ways.
“O2 continues to celebrate and innovate with The O2, not only creating a historic moment for the venue, but creating the first opportunity for a UK group to play within Fortnite Creative.
“It further demonstrates our ability to provide all aspects of brand activation on a global scale – bringing together artists and brands combined with the expertise of Mercury Studios, which is truly a unique offering.
“We really enjoyed working with the biggest players in the industry to deliver something special. We can’t wait to see people’s reactions.
“This incredible partnership couldn’t have come at a better time for the easy life and everyone on Island.”
Louis Bloom, Island Records UK
Louis Bloom, President of Island Records UK, said: “This incredible partnership couldn’t have come at a better time for easy living and everyone on Island after the big launch of Life is a beach.
“It was a fantastic opportunity to collaborate alongside O2 – a major player in the UK music scene now – Epic Games and of course our wonderful colleagues from Universal Music Group at Globe who put this whole initiative together.
“The group and their tight-knit creative team have delivered something truly special and groundbreaking that is sure to capture the hearts and imaginations of the millions of Fortnite gamers who may never have heard or seen the easy life before. .
“For Island, working so closely with Globe to make life easier, the very first UK band to play a gig at Fortnite Creative is extremely exciting! “
“We’re so excited people are experimenting with our set in the game.”
Murray Matravers, the easy life
Murray Matravers, leader of easy life, said: “To be the first British band to perform in Fortnite Creative, and for this performance to take place in such an iconic location as the O2, is truly a lesson in humility.
“Life is a beach is a deeply personal album that marks the culmination of our life’s work and we can’t wait to finally perform it for our fans.
“We’re thrilled that people are discovering our set in the game – it promises to be a lot of fun and is just a taste of things to come ahead of our UK tour of the O2 Academy venues later this year. . “
Gareth Griffiths, Head of Sponsorship at O2, added, “We are thrilled to bring such an incredible experience to O2 customers and music fans around the world, working with the creators of Fortnite and Island Records.
“O2 has a rich musical heritage, so it’s fitting that we bring the world’s most popular entertainment venue into the world’s greatest game.
“We know how much everyone missed attending live shows and we are delighted to introduce the UK’s most up-and-coming band to music fans around the world via The O2 in Fortnite Creative. “
Epic Games has moved closer and closer to the world of music over the past couple of years.
Marshmello set a precedent for large-scale virtual events in February 2019 when he played live in front of 10 million people in the game, but when COVID hit last year, Fortnite and the engine it was on created, Unreal Engine, have become a leading destination and virtual event development tool during the pandemic year.
Easy life’s virtual performance also follows Kaskade, BTS, Travis Scott and Diplo by appearing in Fortnite.Music trade around the world