From Marshmello, Travis Scott, and Sabrina Carpenter on Fortnite, to Lady Gaga and Lil Nas X on Roblox: How music artists are teaming up with gaming platforms

The worlds of music and gaming have always brushed shoulders - think epic soundtracks and rhythm games - but lately they have collided into full-blown collaborations. 

From Fortnite’s blockbuster concerts to Roblox’s fashion-driven festivals, artists are stepping inside virtual worlds not just to perform, but to expand their brands, reach new fans, and reimagine what a concert or album launch can look like. 

Essentially, music is no longer the background noise in gaming. It’s a main character. 

Music News Blitz writer Anna Ferraz delves deeper into this music x gaming phenomenon.

Fortnite: Turning concerts into digital spectacles

Fortnite was the first game to prove just how massive music events inside a game could be. 

In 2019, EDM superstar Marshmello played a live set inside Fortnite’s colourful universe, attracting over 10 million players. It was a novelty at the time, but it also set the blueprint.

Just a year later, Travis Scott’s ‘Astronomical’ event drew in more than 12 million concurrent players. 

Giant holographic Scotts strode across the Fortnite map while fans bounced, flew and dove through psychedelic landscapes. 

Suddenly, concerts weren’t just about standing in a crowd, they were about living inside the music.

Fast forward to 2025, and the formula still works. Sabrina Carpenter’s partnership with Fortnite showed the platform’s ongoing star power. 

By tying her rising pop profile to Fortnite’s global stage, Carpenter introduced her music to millions of gamers who may have never streamed her on Spotify.

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Roblox: Music meets user-generated worlds

If Fortnite opened the door for virtual concerts, Roblox blew it wide open. 

With its interactive player-driven ecosystem, Roblox has become a testing ground for how music can live inside games. 

What makes Roblox unique is the level of co-creation. Unlike Fortnite’s tightly controlled concerts, Roblox lets developers and fans design entire worlds around an artist’s aesthetic.

Lil Nas X’s 2020 Roblox show pulled in over 30 million views across four performances, complete with themed mini-games, interactive sets and avatar merch. 

Twenty One Pilots then created their 2021 Roblox concert, where fans could teleport between immersive worlds tied to their songs. 

One could say that these examples weren't just a gig. It was an adventure.

Lady Gaga-inspired looks

Meanwhile, in 2025, Lady Gaga’s collaboration with Roblox’s ‘Dress to Impress’ tapped into fashion and fan creativity. 

Players styled their avatars with Gaga-inspired looks, proving that music marketing isn’t limited to sound, but it’s also about visuals, identity and self-expression. 

Players also had a chance for a Q&A session with Gaga herself, where they showed up wearing their best outfits inspired by the star herself. 

For younger fans especially, these events are shaping how they discover and interact with music. 

Roblox events double as cultural milestones, mixing gameplay, fandom and music discovery all in one.

Why it works: Fanbases meet on new turf

These collaborations thrive because they merge two of the most passionate fandoms on the planet: gamers and music stans. 

Instead of expecting fans to buy tickets or tune into a livestream, platforms like Fortnite and Roblox meet them where they already spend hours of their lives.

For artists, it’s more than promotion. It’s about longevity and cultural relevance. 

A Fortnite or Roblox event isn’t just a one-off - it lingers in fan communities, on social media, and even in digital merch that players keep long after the concert or event ends.

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The future: Interactive music as the norm

What started as experimental crossovers is now becoming an industry staple. 

As VR and AR technologies develop, expect even more interactive shows, where fans not only watch but actively shape the performance.

In the end, whether it’s Travis Scott towering over Fortnite’s skyline or Lady Gaga strutting through Roblox runways, one thing is clear: music’s biggest stage isn’t just in stadiums anymore - it’s in the games we play. 

And as artists keep levelling up their collabs, fans aren’t just watching history happen - they’re playing it.

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