How Fortnite and Roblox are becoming marketing tools for the music industry

As platforms such as Fortnite and Roblox become full-service platforms for digital life, the music industry is moving beyond virtual concerts. These days, musicians are integrating more deeply into virtual worlds to promote their album releases and bring in new fans.

Music has been a key element of the metaverse from the start. In 2020, Travis Scott’s virtual concert inside Fortnite was many of its participants’ first introduction to the metaverse concept. But although Scott’s concert reportedly grossed roughly $20 million through in-game item sales, it was a one-off event that was not tied to an album release or marketing campaign. Since the concert, Scott has never returned to Fortnite.

“Those virtual concerts — I believe they’re awesome, but they’re temporary, and it’s a lot of work that goes into something that you can maybe play for a weekend,” said Warner Music Group senior director of metaverse development David Cushman.

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