From rock to rap, artists are doubling down on videogames to reach new listeners

livemint.com:

A few hours before the up-and-coming rapper Odetari released his latest album on the major streaming platforms, fans got a chance to hear it first in an unlikely venue: a videogame. Music has long been a part of games, but artists—from Gen X stalwart Metallica and pop star Lady Gaga to rapper Big Sean and indie act Weyes Blood—have been doubling down on the medium in recent years, taking advantage of modern tactics for reaching the industry’s massive youth-oriented user base. Artists are signing deals with game companies to debut new songs through interactive events and as background music for games themselves, in some cases weeks before those tracks are released on the likes of Spotify.

Artists are also selling virtual goods featuring their likenesses and music for players’ avatars, and they are hiring developers to build persistent in-game worlds where their tunes—new and old—can be heard around the clock. Many are gamers themselves, parents of gamers or both. “Videogames are a huge priority" for today’s artists, said Joe Khoury, a licensing executive at Atlantic Records.

“They’re not only revenue drivers in terms of strong licensing income, but they’re huge marketing drivers as well." For in-game events, financial terms vary by performer and the scope of the promotions. Artists typically collect a licensing fee when their music is played in games and a cut of revenue from sales of virtual items. While listening to Odetari’s tracks in “Mega Noob Simulator," a free fighting game on Roblox, attendees could join the rapper in a virtual scavenger hunt for “Odecoins." Tens of thousands of people jumped into the December event.