Tyler ‘Ninja’ Blevins has become one of the go-to influencers in the gaming world in recent times: Electronic Arts reportedly paid him $1m to promote its new game Apex Legends earlier this year for example.
Meanwhile, he’s also firmly on the music industry’s radar thanks to his compilation partnership with Universal Music, as well as his live-streamed Fortnite sessions with the likes of Drake and Marshmello. Anyway, his latest collaboration is with another Canadian rapper, Nav. The pair played Fortnite together on Friday, live-streaming their session on their respective Twitch channels.
As part of the stream, Nav played some songs from his new album ‘Bad Habits’ which was released the same day through XO / Republic Records. Note: this is very much a commercial partnership: when Blevins tweeted about the online event (“Super pumped to be playing some Fortnite with @beatsbynav today!”) he tellingly added the hashtag #ad to the end of his tweet.
Another fun thing: Twitch’s licensing status being what it is, fans watching the archived version of the live-stream now get a pop-up reminding them that “audio for portions of this video has been muted as it appears to own copyrighted content owned or controlled by a third party” – the music would have been heard in the live broadcast, but Twitch mutes copyrighted content in archived videos.