Artist Kaytranada promotes his debut album with an online game that unlocks a bonus track — if users get a top score.
As music consumption continues to move online, we have seen a number of musicians cashing in on the interactivity available with digital formats. There have been a music video controlled by the viewer’s heartbeat, and a platform that helps artists create albums that resemble mobile gaming apps. Now, Kaytranada has embraced the gaming ecosystem too, by creating a free online game that unlocks a bonus track from his debut album 99.9%.
To play, fans simply visit his website and launch the platform game. It borrows its aesthetic from Kaytranada’s album artwork and comes with a classic arcade game soundtrack. Players must navigate a plane through a landscape, avoiding obstacles and picking up crowns, coins and weed — all of which are worth different points. Once they get a top score, they are rewarded with a free download of a bonus track.
How else could the online gaming and music worlds be merged for promotional purposes?