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Inside deal to bring J Balvin’s Spooky XR concert to ‘Fortnite’



In addition to the numbers, Balvin’s Fortnite The show was a major milestone: marking a Latin artist’s first ever performance for a game company.

The show is also one of the first to be implemented entirely in XR, or Augmented Reality technology, involving augmented reality using LED walls and camera tracking (coincidentally, Billie Eilish also uses the XR effect in her October 24 paid live stream).

And while the effort is an epic, multi-team endeavor, reaching a deal is relatively simple – a plausible example of matching the right artist with the right company for the right reasons.

Balvin is a Fortniter, the term given to Fortnite the player, “and he has long wanted to reach another audience through the game,”

; his manager, Fabio Acosta, is speaking to Fortnite team since the beginning of the year.

Final, Fortnite The team are Balvin fans who have identified him as a celebrity among Fortniters. Parent company Epic Games is known for capturing the musical rhythms of players – mostly 13 to 24 years old – and has produced shows by people like Marshmello, Steve Aoki and Travis Scott in April. Not only does it have great global traction, but it can also attract Fortnite Nanzer said fans in Latin America.

“We had an initial call [with Balvin] where it was clear that he would make a great partner. He was actually engaged. He’s on the Zoom call, he has crazy ideas. To do this, we must have great partners, and we received that vibe from him very early.

The deal was finalized around May, and at that point Balvin’s team brought in his creative directors Ashley Evans and Antony Ginandjar of The Squared Division, the company behind Balvin’s tours. , Britney Spears and Katy Perry, among others.

“The Epic Games requirement is if Jose is ready to run with this Fortnitemare theme. And Jose is really excited and eager to be monsters and vampires. And so we went there, ”said Ginandjar.

The final result, filmed for three days in Los Angeles, featured Balvin singing with the virtual Bad Bunny and the very real Sech, with whom he released his new single “La Luz”. The finale has real dancers dressed as Fortnite The characters dance to “Mi Gente.”

This is the first XR event of The Squared Division and Epic.

While the show is free to all gamers, singing in Spanish is never an issue, Acosta said.

“That’s exactly one of the reasons I think they called us. Music in Spanish is global and foundation is global. There are Fortniters around the world. For them, it’s about reaching out to the audience they’ve had with a famous artist. And for us, it’s about reaching an audience living in a different field from the one we normally reach. Epic makes money selling the event-associated “cosmetics” and among other things, offering a Balvin-inspired “Party Trooper” outfit.

In return, in addition to use Fortnite As the basis for his new single, Balvin’s team negotiated to have Balvin launch the collection. Fortnite– themed merchandise – including hoodies, sweaters and t-shirts – will only be available for two weeks on his website and Epic Games is royalty-free.

Most importantly, Acosta said, “We have found people who don’t normally watch a Jose’s show. See how amazing the reactions of the gamers are.

“I don’t see these virtual events as an alternative [for live shows], ”Said Nanzer. “They are an evolution, because there’s no way to extend the tour to reach all of your fans.”


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