Canadian duo Bob Moses's song is a viral hit
Canadian electronic duo Bob Moses experienced a massive surge in streams for their 2021 track 'Inner Light' after it was featured in the trailer for Grand Theft Auto VI. The artists credit the viral success to the game's massive cultural reach rather than a deliberate marketing strategy.
Why it matters
This illustrates the significant impact that high-profile video game placements can have on music discovery and streaming metrics in the digital age.
Bob Moses didn’t have to steal a car, pull off a heist, or even pick up a controller to score big with “Grand Theft Auto VI.” All the Canadian electronic duo needed was a killer song and an email from Rockstar Games. They say their 2021 collaboration with British musician Elderbrook, “Inner Light,” has racked up more than 50 million additional streams since being featured in an extended trailer for the highly anticipated game in late August. Fans have waited more than a decade for “GTA VI,” which finally arrives Thursday. But “Inner Light” has already taken on a life of its own, spreading across social media and reaching listeners far beyond the electronic music scene.
Also covering this story
2 other newsrooms covered this event. We read each version separately.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in