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Inside the Sony Music Team That Leverages Gaming to Build Artists’ Careers
How a team at Sony Music collaborated with Sleepy Hallow to create a Fortnite experience to reach gaming fans and drive engagement of new music.
After Sleepy Hallow ‘s “2055” went triple platinum four years ago, Sony Music’s gaming-and-music team noticed something about the Jamaican-American rapper’s fans: They were gamers. Brad Spahr, senior vp/general manager of Sony Immersive Music Studios, says the Hallow world-creation team focused on a singular question: “What would Sleepy’s brain look like?” Very purple, as it turns out. As with all of the Sony team’s projects, Hallow’s Fortnite activation entailed a complex technology design but a simple idea: Reach gamers where they are.
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