Marshmello Fortnite gig sent his YouTube views soaring
More than 10 million people watched Marshmello’s first concert in video-game Fortnite last weekend. Now Nielsen has put out some figures showing how the event caused a big spike in his on-demand video (i.e. YouTube) streams....
February 8, 2019
Sandbox Issue 221: Fake Views. Lies, damned lies and music statistics
Lead: Smoke and mirrors have always been part of music, but when it comes to data, truth is starting to play second fiddle to hype. The nefarious and ruthless are finding ways to “massage” social media and streaming numbers...
February 7, 2019
Marshmello Fortnite concert thought to have attracted 10m fans
Those rumours that dance artist Marshmello was going to play a concert within video-game Fortnite were right: it happened on Saturday. In fact, he played two concerts, 12 hours apart, to ensure people could attend at a suitable...
February 4, 2019
Marshmello may be playing a gig within Fortnite this weekend
The popularity of video-game Fortnite has recently sparked a series of lawsuits from rappers and dancers, angry at the game including some of their signature moves without asking for permission or paying any kind of licensing...
January 30, 2019
Ninjawerks album includes exclusive licensing for YouTube usage
UMG’s Astralwerks has released ‘Ninjawerks’, the dance-music compilation curated by gaming star Tyler ‘Ninja’ Blevins. The album was released on Friday through the usual streaming and download services, as well...
December 17, 2018
Rapper 2 Milly sues Epic Games over Fortnite dance move
We’ve written about how music is woven into the fabric of this year’s gaming craze Fortnite thanks to its ‘emotes’ – dance moves that players can buy using the game’s V-Bucks currency, and then use to show off...
December 6, 2018
What Fortnite and esports could mean for the music industry
At Music Ally's Sandbox Summit London conference last month, I gave a talk about games: specifically about what 2018's gaming craze Fortnite, and the wider world of esports - competitive gaming - could mean for music marketing...
November 12, 2018
Sandbox Issue 215: ‘Boxing Clever. Sandbox Summit Special Issue
In a break with tradition, this issue of Sandbox is a wrap up of our recent Sandbox Summit in London. Inside, we have reports from every panel, every keynote and every presentation – going into detail on what was covered...
November 5, 2018
Fortnite-maker Epic Games raises $1.25bn funding round
Given that video-game Fortnite made its first billion dollars around nine months after its release last September, you might think its publisher Epic Games can fund itself. Yet as the company pushes in to the esports market,...
October 29, 2018
Players spent $8.2bn on digital games in July 2018 alone
According to the IFPI, for the whole of 2017, global digital-music spending (streaming and downloads combined) totalled $9.4bn. Without wishing to make you depressed on a Friday morning, here’s a figure to compare that...
August 24, 2018
Sandbox Issue 207: God Save The Streams
Lead: Just 18 months ago, pre-saves were a breath of fresh air for marketers struggling to stand above the cattle run of global releases on a Friday. But as they become ubiquitous, it is almost back to square one with everyone...
June 28, 2018
Dance star Marshmello doubles down on gaming with new show
For a man with a bucket on his head, dance star Marshmello isn’t half bad at playing games. As we reported earlier this month, he won a pro-amateur Fortnite tournament at the E3 show, after teaming up with online-video...
June 27, 2018