With virtual events becoming a trend during the global pandemic, many artists started collaborating with online platforms to organize virtual concerts to keep the artist-fan interaction alive. The start was successfully set by Travis Scott’s “Astronomical” Fortnite event in April 2020, which attracted 27.7 million viewers across five pre-recorded sets. Another massively known case of the new trending format was Lil Nas X’s in-platform concert in the kids’ gaming phenomenon Roblox, amassing over 30 million viewers across four-weekend performances. Such events sparked the music industry’s conversation on the possible merge of music and interactive entertainment through digital platforms for the sake of keeping the industry spinning. 

According to The Official Pokémon YouTube channel’s February 11 video with Post Malone, the artist will team up with Pokemon for a virtual performance, becoming the latest superstar to collaborate with an interactive entertainment company. Post Malone’s virtual performance for Pokemon will take place on Saturday, February 27, during the company’s year-long P25 Music program campaign, celebrating the brand’s 25-year anniversary. Universal Music Group will produce the program, joining the Pokémon Company International for the organization. Pokémon’s official YouTube channel, official Twitch channel, and their special 25th anniversary website will stream the event for free beginning at 7:00 pm ET / 4:00 pm PT on February 27. 

Pokemon is dedicated to making the P25 Music a groundbreaking sensation describing it as “a collaboration with some of music’s biggest names to create new songs, styles, and pop-culture moments, all through the lens of Pokémon.” Sounds pretty ambitious, doesn’t it? Considering that they already announced Katy Perry as the program’s “premier” artist and promised to unveil more P25 Music details at the end of Post Malone’s concert, the start is already intriguing. 

Post Malone describes the opportunity stating, “I’ve been a Pokémon fan for a long time, so the opportunity to headline the Pokémon Day concert celebrating 25 years is awesome.” 

Pokemon definitely succeeded in getting Inside the Mind of a Digitally Native Music Consumer and detecting what to offer them. You can learn more about making the most out of your music marketing in the post-pandemic world by staying tuned to MusicPromoToday’s blog and Instagram