The music and gaming love-in continues apace. This time it’s Kygo, the Norwegian EDM superstar, who has chosen to tease his new single ‘Fiction’ (featuring Tom Odell) in a new trailer for mobile game SimCity Buildit.

The trailer was released on YouTube on 31st March and has gathered over 5,650 views on the platform so far which, looking across Kygo’s socials, is rather underwhelming. It is, however, a sneak peek that’s far ahead of its release which is expected in two months. (At the moment Kygo is promoting his latest single ‘Raging’ which also features Kodaline.) The trailer, or rather a best-of clip of the game, is described as being inspired by the new track. It’s an interesting brand partnership that feels like a perfect fit for the genre of music.

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In a similar manner, it was reported two weeks ago that AlunaGeorge, the British electronic duo, were playing an extraordinary gig in Minecraft. Yes, in the gaming, block-building world of Minecraft. AlunaGeorge weren’t the only band participating as Broiler and Lemaitre also featured. The bands played a real- life gig on 23rd March that was streamed to players within an online session of Minecraft. The band members even had game avatars made. That experience was the work of Heisholt Inc. as part of Norwegian tech event The Gathering.

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Sandbox has long reported on artists using gaming in campaigns, ranging from Iron Maiden and Frank Carter to Katy Perry and Taylor Swift. With the gaming industry showing no signs of slowing down, mobile games can prove to be especially lucrative and there are some great partnership opportunities for labels and artists to explore further here.

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