A number of artists and festivals have experimented with the game Minecraft in recent years. One of the still-powerful things about it is the community of YouTubers and Twitch streamers making Minecraft videos, which reach big audiences.
As part of what’s already been a really inventive (and long-lasting) campaign for the band, Glass Animals have now taken advantage through a collaboration with Minecraft streamer LoverFella. The video saw the creator, who has 2.1 million subscribers on YouTube, do one of his trademark ‘house flips’ – a redesign of someone’s Minecraft base as a surprise – for a member of his team who’s a big fan of Glass Animals.
The redesign was themed around the band, who also dropped in to the game for the big reveal. Glass Animals also joined a group chat on LoverFella’s Discord channel with nearly 200,000 people. At the time of writing the video has more than 445k views.
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