Snoop Dogg's concert in Times Square highlighted the promising future of music in Fortnite.

In front of thousands of fans in Times Square, Snoop Dogg delivered a unique rendition of one of hip-hop's most iconic lines: “Ain't nothing but a gangsta party,” adapting it to “Ain't nothing but a Fortnite gangsta party.” This moment was part of a concert that also featured Ice Spice and was broadcast live from New York as an in-game event for connected players. While Fortnite has hosted numerous concerts and events in recent years, this collaboration with Snoop is part of a strategy to integrate music more deeply into the evolving metaverse.

In a post-performance interview, Snoop spoke about the significance of this collaboration, emphasizing that unlike other games that merely include a song without artist involvement, Fortnite allows artists to be part of the game's experience and community. Historically, Fortnite's big musical moments have been unique virtual concerts, featuring artists like Ariana Grande and Metallica. However, music has increasingly penetrated the game, and Snoop's performance in Times Square marks the beginning of a month-long event.

The current season of Fortnite, called Chapter 2 Remix, launched this weekend, bringing back a version of the battle map from a few years ago. The concept of “remix” implies that each week there will be thematic changes in the game, starting with Snoop-related content. Players can recruit him as a companion, explore a complex called Dogg Pound, or enjoy his music while driving around the island.

As Fortnite Festival, a rhythm game developed by Harmonix, commences, Snoop is the headlining artist, allowing players to purchase his songs, unlock themed guitars and drums, and acquire an emote that plays “Drop It Like It’s Hot.” He will be followed by Eminem, Ice Spice, and the late Juice WRLD, with future updates including elements like a weapon that shoots out Eminem's lyrics.

According to Nate Nanzer, head of global partnerships at Epic, there were two key moments in the evolution of music in Fortnite that led to this collaboration. The first was Travis Scott's “Astronomical” concert, which showcased the potential of these virtual events by bringing together more than 12 million people. The second was the introduction of Fortnite Festival the previous year, allowing for a more regular celebration of music, unlike earlier, more isolated events.

Cordell Broadus, Snoop’s son, mentioned a crucial moment that confirmed his belief that his father should be in Fortnite. In 2022, a collaboration with Wu-Tang Clan included a glider that played the chorus of “C.R.E.A.M.” while descending onto the battle island. The planning and ambition behind these virtual concerts motivated Broadus to compete in this new musical sphere. Although Snoop emphasized that he hadn't stated it, comparisons were inevitable.

Fortnite collaborations often bring together major artists, and to turn this game into a viable space for music, Epic seeks to integrate it in various ways, from virtual concerts to in-game radio stations and individual tracks available for purchase. While some previous initiatives, like a virtual tour in 2020, did not achieve the expected success, Epic continues to strive to expand Fortnite's reach beyond its battle royale essence. This includes developments in games like Lego Fortnite and community-created experiences. Music is presented as a fundamental tool to transform the game into something more than just a live-service shooter, opening space for both established artists and those looking to make a name for themselves.