LAS VEGAS, NEVADA – APRIL 03: Suga of BTS during the 64th Annual GRAMMY Awards at MGM Grand Garden … [+]
Suga, the South Korean rapper and member of the globally renowned group BTS, has already achieved immense popularity and recognition in the music industry. He did so first as one of the seven singers in the world-dominating band, and then again with his own music, released as both Suga and Agust D. Now, his recent collaboration with his friend Halsey, the track “Lilith (Diablo IV Anthem),” presents a fantastic opportunity to reach an even wider audience and attract a multitude of new fans, and that may end up being one of the biggest benefits for him when it comes to this specific project.
“Lilith (Diablo IV Anthem)” showcases the combined talents of both Halsey and Suga in a reimagined version of Halsey’s original song, “Lilith,” featured on her album If I Can’t Have Love, I Want Power. The new track was specifically created as part of the marketing campaign around the highly popular video game, Diablo IV. By lending their musical prowess to this project, Suga and Halsey have the potential to captivate numerous new listeners and introduce them to their respective bodies of work.
Blizzard Entertainment, the company behind Diablo IV, actively promoted the collaboration between Halsey and Suga both before the tune came out and certainly after it arrived. Undoubtedly, a significant investment was made to secure the involvement of these two prominent artists, so a marketing spend connected to their work was a no-brainer.
The video game maker engaged in extensive advertising and marketing efforts to promote both the video game and the associated song and music video. As a result, the names of Halsey and Suga have reached a wide audience, featured in numerous articles and advertisements. This level of exposure serves as a tremendous boost to their careers, especially Suga’s, as he is still reaching many in the U.S. for the first time on his own.
Although Suga already boasts a substantial fan base, it is important to note that not all of his fans may be familiar with the Diablo series or be avid gamers. The release of Diablo IV and the subsequent excitement generated among the gaming community present an opportunity for Suga to gain exposure to a whole new demographic. Individuals who closely follow the video game industry but were previously unaware of Suga’s music may discover him for the first time through his involvement in the game. This newfound discovery could lead them to become fans of Suga’s solo work, resulting in increased streaming numbers and potentially even album sales.
“Lilith (Diablo IV Anthem)” has demonstrated promising potential as a radio hit for both Halsey and Suga. The track has performed exceptionally well on Billboard’s rock and alternative charts, indicating a genuine interest in the song. If the track receives further promotional support and is sent to radio stations—which isn’t guaranteed, but is certainly not out of the question—it has the potential to reach an audience that primarily listens to rock and alternative music genres. This will serve as an introduction for millions of listeners to Suga’s unique style and talent may pique the curiosity of listeners, prompting them to explore his discography on streaming platforms like Spotify.
Suga and Halsey are benefiting greatly from just one tune, and “Lilith (Diablo IV Anthem)” could become one of their most successful tracks, even it doesn’t immediately appear to be. Much has already been gained by the two, but in the coming weeks, it could become clear that there is a lot of life left in this collaboration, and a lot more good could be coming their way.
Source: https://www.forbes.com/sites/hughmcintyre/2023/06/19/btss-suga-introduces-himself-to-new-potential-fans-with-his-latest-halsey-collaboration/