It’s fascinating to examine the real-life effects of Marshmello’s virtual concert within Fortnite. Aside from boosts in streaming and social channels, his music is also climbing the charts.
Marshmello and Bastille’s collaboration “Happier” jumped from #8 on the Billboard Hot 100 to #2 — only blocked by Ariana Grande’s song “7 Rings.” His song “Alone” also re-entered the chart at #28.
Clearly the ongoing integration of dance music with video game culture is bearing some interesting fruit; in the next year, we’re going to see a lot more activations and partnerships like this one. With brands like Fortnite, Beat Saber, Beat Fever, and more leading the charge, the musical landscape could look very different in 2020.
— Pop Crave (@PopCrave) February 11, 2019
“Happier,” in particular, has such an impact following the concert that players even gathered together to perform the song in-game. Watch: