Sony Music has hosted an Immersive Tech Day, featuring execs from the major as well as the wider company and partners in gaming. The key announcement was a new Myles Smith performance in Fortnite, which the UK breaking artist developed in partnership with Sony Music and RCA UK.
The audience of journalists and executives was treated to a preview of the three songs from Smith launching on Fortnite on Friday (October 25), as well as a behind-the-scenes film.
The activation underlines the opportunities for artists in terms of virtual performance and verch (virtual merchandise). It follows key activations with Travis Scott and The Kid Laroi in Fortnite; Lil Nas X and Zara Larsson in Roblox; Madison Beer’s Immersive Reality Concert Experience on PlayStation VR and Oculus VR; and Inko’s simultaneous music video and Fortnite game using Sony and Epic Games technology.