Many of the gamers who post Fortnite montages have avid followings, sometimes millions strong, and several of those viewers heard “GTA” in the videos and liked it enough to stream it on their own. This helped Rarin push the track’s streams to 12,000 a day. From there, he signed to the label Black 17, where co-founder Jake Houstle had also been scrutinizing Fortnite communities, intrigued by their potential to activate streaming behavior.
“You were paying $5,000 for a campaign and almost guaranteeing a song will get to 100,000 plays a day,” Houstle says wistfully. It turned out to be a mutually beneficial arrangement, where the gamers behind these channels made more money and Kaufman could get artists more streams. Not only that, if a song really became popular in the montage community — marketers agree that various flavors of hip-hop tend to work best — people would begin to search for it, which would drive channel viewership as well. “It’s the same as on TikTok — when you have a viral song, everyone uses it to blow up views,” Druz explains.
Black 17 ran successful campaigns for Badda TD’s “Picture I Paint” and Moxas’ “Floor Seats ,” both of which now have more than 30 million streams on Spotify alone. As “Picture I Paint” was taking off, Mayor Cohen, a marketer and manager, also put money into promoting Badda TD’s “Gang.” “The first dollar I put into it, that thing spiked up,” Cohen says. “We had both records doing over 100,000 streams a day. All the major labels started reaching out to us, and we ended up signing with Epic.
“But you’re talking about hundreds of thousands of kids. If you go a step beyond, this can be way bigger for you than you realize.” The second issue was of greater concern: Pumping songs through the Fortnite montage community started to lose its effectiveness. “Some gamers have taken songs that don’t fit their channel,” Druz says. “Channels die if you take a paid placement for something that doesn’t make sense.”
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