From the benefits of playing online with fans to the crossover opportunities of music and gaming, William Breslau discusses how artists have leveraged their love of video games to reach new audiences.
A guest post by Erica Campbell of Spotify for Artists.
William Breslau leads gaming strategy at Atlantic Records, where he helps artists integrate gaming into their overall music campaigns. At The Breslau episode of our Podcast Co.Lab Sessionshe shares specific examples of how artists love Kenny Beats, Post Maloneand Grizzly t-shirt managed to leverage their love of the game to make personal connections with listeners. He also explains why gaming can introduce artists to new audiences and shares concrete ways for artists to use gaming platforms for their music releases.
Click here to listen to the full episodeand read on for some of the key takeaways.
Use the game to connect with fans on a deeper level
“There are many examples that come to mind when I think of artists who have put their love for the game to good use. From great artists like Post Malone, which has done a lot in space, to develop artists. Two come to mind when I think of great successes. The first is Grizzly t-shirt – he did a great job [with livestreaming]. He communicates all the time when he goes live. It has a weekly and consistent streaming schedule. He still interacts with fans. He does things fans really want him to do while he’s live.
“Another who I think does a great job is Melv. He’s a future DJ/producer [who uses] his love for Super Smash Bros specifically as a catalyst to go live at times. He also uses it as a talking point for his own music, which he’s been working on recently to connect with other producers in the space and to connect with his fans on a more personal level.
“Kenny Beats is another great example. It integrates with live-streaming platforms and other outlets that are generally considered more gaming-focused, be it Discord or other communication platforms.
Create immersive and engaging music outings with the game
“Very similar to how albums were received in the days of vinyl, where you kind of read cover to cover and saw everything. Whether it was a note handwriting of the band, of personal stories of the writing – anything at the time – I think it’s going to carry over really well into the digital age.
“There are a few artists currently working on it. Chillpill is an artist who had an excellent example. They had a music video, and if you downloaded an app, they superimposed it over the music video itself. and a small AR game appeared on the screen. People completely lost their minds and loved it. And so I think those immersive digital experiences and the ability to play while they’re listening to an album, while they’re listening to an individual track, is something that fans are really going to want in the next five to 10 years. they I don’t already feel like it right now.
Build a bigger audience by leveraging the game
“I don’t think it’s a secret that the game is huge across the world. Something like 2.6 billion people identify themselves as players. I believe that a third of the world’s population gambles more than an hour a day. So the fanbase is there. It’s massive. You’ll speak to a wide range of audiences you’ve never spoken to before, engaging people through your playing, but you’ll also get the chance to talk about your music. So implementing a game strategy is definitely unique and it’s definitely something that will help you introduce yourself to new fans and build that fan base.