Ariana Grande kicks off Fortnite's new Rift Tour series, hosting an in-game virtual concert that airs five times this weekend and plays into a larger music strategy
Over the past several years, the music industry has opened its eyes to gaming as a new way to connect with fans and drive revenue. In-game performances offer multiple revenue streams to artists, from up-front payments to virtual goods and a streaming spike for the artist’s music that tends to follow an in-game show.
Compared to “Astronomical,” Grande’s performance is less visually chaotic, with fewer scene changes, and has an expanded focus on the player experience. In Grande’s world -- which looks like if the Lisa Frank brand were an entire planet -- players aren’t just watching the show, but actively participating in it, a key element that will be part of future experiences, according to“You'll see on this one that there's a little bit more control if you want it,” Rampulla tells .
“It's hard to really think of anybody better at the moment,” Rampulla says of Grande. Unlike Travis Scott, Grande isn’t publicly involved in the video game community, making her an unorthodox choice for one of the world’s most popular games. “What we always look for in a partner is someone who's willing to take some risks, someone who's willing to try something new,” Rampulla says.
In the final few minutes of the show, Grande sings “Positions” while floating above ice before smashing it with her giant gavel, sending the artist and the audience back up into the clouds. In the aftermath of the explosion, players hover in the air among rainbows, watching fireworks explode in the surrounding air.
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