Vancouver duo's song goes viral after featuring in Grand Theft Auto VI
The Vancouver-based electronic duo Bob Moses saw their song 'Inner Light' go viral after it was featured in the Grand Theft Auto VI trailer. The band notes that the massive surge in streams highlights the unpredictable nature of modern music promotion.
Why it matters
This illustrates the significant influence that major video game marketing has on the music industry and artist discovery.
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 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.
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Vancouver's Tom Howie and Jimmy Vallance, who formed the Grammy-nominated duo in 2012, say their manager emailed them earlier this year with a request from Rockstar to use their song, with few details about how it would be featured.
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