Marshmello's digital concert inside video game Fortnite over the weekend drew upwards of 10 million virtual attendees, according to initial estimates — and the masked DJ's virtual stint appears to be paying off in reality, too.
On-demand video streams for several of Marshmello's biggest hits saw an impressive jump on Feb. 2, the day of the 10-minute gig, according to Nielsen Music. That includes "Check This Out" (which saw nearly a 24,000 percent increase), "Chasing Colors" with Ookay (up by 22,547 percent) and "Everyday" with Logic, which rose by 12,653 percent with a unit lift of nearly 9 million streams, compared to the prior day.
The virtual concert also drove a sales spike for some 'Mello tracks performed during the show: Nielsen reports that sales of "Chasing Colors" were up 1,543 percent on Feb. 2, compared to the prior day; for "Everyday," that sales jump was 876 percent.
Those numbers add fuel to the rising trend of artists and music industry folk investing in the gaming world, both figuratively and literally. In October, Drake became a co-owner of e-sports organization 100 Thieves — after engaging in several viewership-record-breaking gaming sessions of his own. And Universal Music Group's Berlin-based division recently struck a multi-year exclusive partnership deal with ESL, the world’s largest e-sports company.
They could be onto something: According to another recent Nielsen study, live music fans are 69 percent more likely to be e-sports fans than the general population, and 22 percent of e-sports fans interested in music consider themselves "big EDM fans."
More post-concert stats from Nielsen about Marshmello's milestone show:
— On-demand audio streams of “Chasing Colors” jumped by more than 500 percent on Feb. 3, compared to the baseline average from the prior week (Jan. 25 through Feb. 2)
— On-demand audio streams of “Everyday” were up 83 percent on Feb. 3, compared to the baseline average from the prior week
— On-demand video streams of Marshmello & Bastille’s “Happier” were up 613 percent with a unit lift of more than 9.7 million streams on Feb. 2, compared to the prior day
— Sales of “Happier” were up 93 percent on Saturday, Feb. 2, compared to the prior day
— On-demand audio streams of "Flashbacks" rose nearly 410 percent on Feb. 3, compared to the baseline average from the prior week
— On-demand audio streams of “Fly” rose by nearly 350 percent on Feb. 3, compared to the baseline average from the prior week