Fortnite and Marshmello

On Saturday 2nd of February, Marshmello (a very well known DJ) hosted his very own concert within Fortnite. In 1993, Rod Stewart held the largest crowd for his concert with around 3.5 million on the famous Copacabana beach. This event hosted by Marshmello attracted around 10 million Fortnite users which surpasses Rod's record by almost three times. This brought so many more users to Fortnite and allowed Fortnite to be even more well known. This type of event from Fortnite has pushed all other game developers, music producers/labels to come up with other ways for them to reach out to not only their current audience but a new one as well.

Artists, producers, record labels etc. now have the option to diversify in the way that they market themselves. For example, Stormzy (a very famous grime artist) could team up with FIFA 19 as he is a big advocate of the game and play his music live on the game when people are browsing their team or even playing in a game. Similarly, Call of Duty could utilise the famous musicians who play their game to have a live concert in their Battle Royals game mode, Blackout. Lil Yachty, Post Malone, 21 Savage etc. all could be involved which would bring all their fans to the game which increases the revenue for Call of Duty.

There was so much hype for this event, the Stakeholder value for Fornite increased heavily as people across the world saw what a positive experience it was. Nowadays, brand perception is a thing that massively effects the way businesses operate and succeed. A company like BHS, had a low brand perception due to the owner (Philip Green) which contributed to the downfall of the company. However, this event will improve the brand perception for Fornite because they create these events that no one has ever thought of.