In April last year, Travis Scott’s ‘Astronomical’ Fortnite event attracted 27.7 million viewers across five pre-recorded ‘sets’ – sparking an industry-wide conversation about the convergence of music and interactive entertainment.
In November, Lil Nas X held an in-platform concert in kids’ gaming phenomenon Roblox, which attracted over 30 million views across four weekend performances.
Now, Post Malone has become the latest superstar act to team up with an interactive entertainment company for a virtual performance.
On Saturday February 27, Post Malone will perform a virtual concert for Pokémon as part of the company’s P25 Music program – a year-long campaign in celebration of the brand’s 25-year history.
The Pokémon Company International has teamed up with Universal Music Group to produce the program.
P25 Music is described as “a collaboration with some of music’s biggest names to create new songs, styles, and pop-culture moments, all through the lens of Pokémon”.
The concert will be free to view on the official Pokémon YouTube channel, Pokémon’s official Twitch channel, and on Pokémon’s 25th anniversary website beginning at 7:00 pm ET / 4:00 pm PT on February 27.
Katy Perry was announced last month as the program’s “premier” artist and Pokémon says that it will unveil more P25 Music details at the end of Post Malone’s concert.
“I’ve been a Pokémon fan for a long time, so the opportunity to headline the Pokémon Day concert celebrating 25 years is awesome.”
“I’ve been a Pokémon fan for a long time, so the opportunity to headline the Pokémon Day concert celebrating 25 years is awesome,” said Post Malone.
“We are honored to celebrate the 25th anniversary of Pokémon and the significant cultural impact this beloved franchise continues to have around the world.”
LJ Gutierrez, Universal Music Group for Brands
Speaking last month, LJ Gutierrez, General Manager, UMGB, said: “We are honored to celebrate the 25th anniversary of Pokémon and the significant cultural impact this beloved franchise continues to have around the world.
“Working together, we have developed dynamic year-round programming involving artists from across UMG’s labels — because what better way to create a global celebration than through the power of music.”Music Business Worldwide