What happened since Travis Scott’s Fortnite phenomenon?
It’s hard to believe that four years have passed since Travis Scott’s virtual concert in Fortnite captured the world’s imagination. With over 12 million attendees logging in to experience a performance that defied the limitations of reality, it was a moment that not only redefined live music but also hinted at a future where our experiences might unfold in the metaverse. But what has happened since that monumental event? As we delve into the world of virtual concerts, we discover a landscape rich with creativity, innovation, and a deeper connection between artists and their fans.
In the years following Scott's historic performance, the metaverse has blossomed into a vibrant stage for musicians from various genres. Artists have embraced this new realm as a canvas for their creativity, and in 2022, Ariana Grande stepped back into the virtual spotlight with a concert in Roblox. Drawing in over 2 million attendees, Grande’s performance wasn’t just about the music; it was a celebration of digital artistry, inviting fans to interact with her avatar and explore a fantastical world that echoed the themes of her songs.
The collaborative spirit in this digital arena has only intensified, with artists finding unique ways to engage their audiences. In 2023, Charli XCX took to Roblox for a concert that attracted around 3 million attendees, illustrating how gaming and music can blend seamlessly to create immersive experiences. Fans don’t just watch; they inhabit these worlds, sharing in the excitement and joy of the performance, which can feel just as real as any physical concert.
As more artists venture into the metaverse, technological advancements have enhanced the quality of these virtual gatherings. High-definition graphics and 3D audio now create a more immersive atmosphere, with companies like Epic Games refining the Unreal Engine to bring lifelike representations of performers and environments to life. Moreover, the integration of AI technologies has begun to reshape audience interaction. AI-driven chatbots and virtual assistants have entered the concert experience, allowing fans to engage in real-time conversations, ask questions, and access exclusive content during performances.
While NFTs initially surged in popularity, their perception has shifted due to environmental concerns and market volatility. Yet, even amid these challenges, NFTs still hold potential for artists seeking to connect with fans in innovative ways. Some musicians are exploring NFTs as a means to offer exclusive virtual merchandise and digital collectibles, creating a sense of ownership that deepens the relationship between artist and audience. Though the broader market may have cooled, the technology continues to inspire creativity and community, enabling fans to feel a stronger bond with the music they love.
In addition to established stars, emerging talent is carving out their own space in the metaverse. Platforms like Decentraland and Cryptovoxels are hosting virtual open mic nights and showcases, providing new musicians with opportunities to perform for global audiences without the barriers of traditional venues. This democratisation of the stage reflects a shifting landscape in the music industry, where talent can flourish regardless of geographical constraints, and the focus shifts to creativity and connection.
Looking ahead, the metaverse brims with possibilities for further innovation in the world of music. Imagine attending a concert where the setlist is influenced by real-time audience voting or where the environment shifts in response to the crowd's mood. As technology continues to evolve, these concepts are becoming increasingly feasible, promising fans a truly personalised experience that reflects their preferences and passions.
Cover photo: Travis Scott by The Come Up Show