In 2024, British artist Myles Smith collaborated with Sony Music and RCA UK to create a virtual concert in Fortnite. The event featured an avatar of the artist performing three of his hits: Stargazing, Wait For You and Whisper. Each song had its own visual universe with different effects and backgrounds, enhancing the immersive experience for players.
A virtual concert by Myles Smith in Fortnite
The concert was created by Sony Immersive Music Studios, with an eleven-minute performance that was developed using RX0 II cameras and markerless motion capture technology developed by Move AI. This approach enabled the performance capture to be carried out anywhere, quickly and without any special equipment, working around the artist’s busy schedule. The performance was recorded in a day, and Myles Smith was able to supervise the creative aspect of how his avatar was integrated into each song’s environment.
The visuals of the concert used elements from his early career as a way to resonate with fans. The aesthetic was focused on nature, and included subtle references such as a Luton Town FC soccer shirt and one of the artist’s iconic guitars. The entire project, from development to release, was completed in eleven weeks.
Video games: a new Eldorado for music?
According to Brad Spahr, the general manager of Sony Immersive Music Studios, this project represents a new form of artistic expression. Myles Smith was already familiar with the game’s universe and was fully involved with the creation of this experience, which contributed to its coherence. Stacey Tang, co-president of RCA UK, points out that this approach makes it possible to deliver original content while respecting the artist’s own sensibilities.
The project also benefited from co-marketing with Fortnite and PlayStation, which boosted the exposure of the event. Tang points out that artists are now their own broadcasters, and that these immersive experiences must be part of an authentic narrative. She insists on the need for balance: a project that is relevant to the artist, without forcing them to adapt to formats that don’t suit them.
A new playground for artists?
Although Myles Smith’s fanbase is generally younger, this type of format can appeal to all ages. Brad Spahr emphasizes that the technology used can be applied to a variety of artists and distribution channels. Sony Music had previously experimented with this type of project with Travis Scott in Fortnite and Lil Nas X in Roblox.
At the same time, Myles Smith passed the one billion listener mark in 2024. Stargazing stayed in the Top 10 UK singles chart for twelve weeks, becoming the most popular UK track of the year. He also won the BRITs Rising Star award, and sold over 115,000 concert tickets in the UK, the United States and Europe. With 1.5 billion streams, he was also the world’s most listened to UK breakout artist.
Myles Smith’s virtual concert in Fortnite confirms that video games have become an essential means of expression for artists. This fusion of music and interactivity opens up new prospects for reaching an ever-wider audience. Initiatives in multiplayer games are multiplying and could well become a standard in the music industry.
