LOS ANGELES, CALIFORNIA – JANUARY 12: Suga of BTS attends a basketball game between the Los Angeles … [+]
BTS member Suga recently released another new solo song, “Lilith (Diablo IV Anthem),” fronted by his frequent collaborator and friend Halsey. Suga joined forces with his pop singer friend on the just-released track, which also came with a visually-stunning music video. The production of the song and video is directly connected to the highly anticipated video game, Diablo IV, which was released shortly after the track made its debut.
Bringing “Lilith (Diablo IV Anthem)” to life was no easy task, and it undoubtedly came at a significant cost. Blizzard Entertainment, the company behind the video game, must have invested a considerable amount of money to secure the participation of not only one of the biggest pop stars in the world, but also a member of the most popular band on the planet at the moment. These costs doesn’t even take into account the expenses associated with the recording, music video production, and overall promotion. However, despite the substantial financial investment, this marketing move will likely be a worth it in the end.
The release of “Lilith (Diablo IV Anthem)” garnered extensive press coverage, with multiple days of media attention surrounding the song and its accompanying video—all of which mentioned the game. While music and entertainment media outlets might not typically cover video games, they couldn’t ignore the announcement of Halsey and Suga’s reunion. They then discussed the song and video once they were actually released, which only further increased exposure for the game. This strategic PR move successfully placed the name of Diablo IV in publications that otherwise might not have paid it any attention.
The song itself is actually a reworking of a track from Halsey’s previous album, but with new lyrics penned and performed by Suga, but the music video is an entirely new creation. The visually captivating elements of the treatment provide fans with a glimpse into the world of Diablo IV, serving as a gateway to the game.
For those unfamiliar with the game or those who had not considered purchasing it, the music video functions almost like a trailer, generating excitement and interest in the beautifully illustrated Diablo IV.
The song and music video serve as an introduction to the game for people who may not be familiar with it but are fans of the artists involved. With millions of dedicated followers worldwide, Halsey, Suga, and BTS command an immense fanbase. The release of “Lilith (Diablo IV Anthem)” caught the attention of their fans, who eagerly embraced the song and watched the accompanying music video. While some of these fans may already have been familiar with the game, most others likely had little to no knowledge of it. Through this production, Diablo IV found its way into the eyes, ears, and minds of countless individuals who would typically stay far away from video games—a remarkable achievement and a significant step towards acquiring new customers.
Source: https://www.forbes.com/sites/hughmcintyre/2023/06/12/btss-suga-and-halseys-new-single-is-a-brilliant-marketing-move/