Why First is Far Less Important Than Best

Following Marshmello’s ‘live’ performance in Fortnite which was seen by 10 million simultaneous gamers, there has been the inevitable chorus of ‘but 2nd life did this more than a decade ago’. As I referenced in my blog post over the weekend “In game live experiences like this are nothing new…”. The big deal with the Fortnite Marshmello gig was not whatwas done but how it was done.

It combined integrated merchandise (Marshmello dances and skins), a global shared experience that was also personal (only 50 gamers per game) and unique gameplay (gamers floated up into the sky). But perhaps smartest of all, this was not an event for Marshmello fans in the way that previous virtual concerts have been. This was a Fortnite event sound-tracked by Marshmello. Players were there because it was a Fortnite event. Marshmello though had instant credibility because he was part of the Fortnite experience (and of course being masked is a perfect brand fit). So instead of playing to an audience of existing fans Marshmello was handed, on a plate, millions of new fans in an instant, who they felt like they were part of something. (Wait for a major surge in streams of ‘Happier’). These are the reasons the Fortnite Marshemello event was so important, not simply because it was a virtual gig. This is what innovation looks like when executed well.

inniovation execution midia

Execution is everything in innovation. The history of technology is defined by first movers that created a category but failed to go the distance, with an early follower learning the lessons from the first mover and then executing with market winning implementation.

The hard reality is that first movers bleed out on the cutting edge of invention, early followers prosper on the wave of innovation.

Marshmello Just Live Streamed on Fortnite…So Just What is a Concert?

On Saturday I watched my 12 year old son scoff down his meal so that he could rush upstairs to get logged on with his friends in time for a Marshmello live streamed event on Fortnite. As you can see from the video (click the link in the image to go through to a MIDiA post with the video) this was Marshmello appearing as a Fortnite character, on stage with his music playing. Meanwhile Fortnite players moved around the ‘concert venue’ showing off their dance moves – all of which of course had been purchased in app with Fortnite VBucks.

marshmello fortnite

(Click the image to link through to the MIDiA blog which includes a video clip)

For my son and his friends this was every bit a shared live experience, each of them talking to each other via Xbox Live and dancing with each other on screen. In-game live experiences like this are nothing new, but it may just be that we are beginning to get to a tipping point in shared gaming experiences for Gen Z that will shape their entertainment expectations for years to come. Tweens and teens are already spending more time socializing via social media than real world contact, connected gaming is adding to that mix. Whereas most games played with friends have been first and foremost a shared gaming experience, Fortnite is teaching a new generation that the game itself is merely a platform for shared experiences. Meanwhile Marshmello gets to ‘play’ to potentially millions of new fans right across the globe.

Welcome to the future of live entertainment…..or rather, welcome to one of the futures of live entertainment.