Inside Coalchella, the Minecraft music festival that had brands everywhere (sort of) | Advertising
In late September, nearly 3,000 people logged on to their Minecraft accounts and got ready to party. The world-building video game has been often used to create larger than life sculptures, buildings, and artworks, but internet-collective Thwip Gang had bigger ideas.
After hosting a Minecraft-based “Birthday Party” for one of their members back in May, the Thwip Gang got to work organizing a full-scale concert completely within the gaming platform. With no more promotion than a few tweets on the organizers’ personal Twitter pages, Coalchella drew in 27,000 listeners over its 8 hours across various streaming platforms. (“Coalchella” because in Minecraft one mines coal, among other minerals. Just go with it.)
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