The Colombian, Urban music star, J Balvin has been on a roll lately. After savoring the success of his lates album titled "Colores", and partnering with McDonald's to bring fans with a new meal, he decided to also take a bite of the gaming industry, becoming the first Latin artist headline in a "Fortnitemares" event this Halloween.
Balvin's show was shot using extended reality (XR) technology. The show was recorded using LED walls and camera tracking, which gave the star a more real-life in a virtual world look instead of the digital avatars showcased before. This was a first for both Fortnite and the artists featured in this event; it was a entirely new and unique experience.
J Balvin was not by himself for this performance, the Panamenian Reggaeton artist Sech was also featured in this event, where they dropped their latest collaboration, a single called "La Luz". Half an hour into the show, the Spanish singer-songwriter Rosalía was also featured digitally for the song "Con Altura". It was an ingame Latin-hosted Halloween concert, something that has never been seen before.
After previous successful collaborations with other artists such as Marshmello, Travis Scott, and Diplo, Nate Nanzer, head of global partnerships at Epic Games has an ambitious vision. He aims to turn virtual concerts into consistent, highly marketable events for artists, akin to late night shows. This is clearly an innovative and pragmatic way to earn revenue during these unprecedented times, where a global pandemic has put live shows to a complete stop.
Players that owned the Party Trooper Fortnite skin were able to get the free J Balvin Fortnite skin style, which looks like this:
Even though COVID-19 has brought hard times for the whole world, the entertainment industries will not stay behind. Pioneers in entertainment will become the vanguard for new trends as music and gaming industries explore new ways of connecting with their audience. We are looking forward for more innovative ventures such as this, the first extended-reality Latin concert in history.
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