Popular culture

Wu-Tang Clan teams up with Fortnite for a new version of Virtual Drip

The partnership comes at a time when a growing number of artists and brands have turned to gaming as a way to reach younger audiences.

From the slums of Shaolin, the Wu-Tang clan has struck again. This time around, the iconic hip-hop group is bringing their signature style to Fortnite, an immensely popular video game that has recently attracted a swarm (Wu-Tang fans will get the joke there) of artists and brands.

Tomorrow, Fortnite, owned by Epic Games, will release a new collection of “Wu Wear” items for players to collect. The collection will include two new outfits, each accompanied by Wu-themed accessories. signaling to the world that they “have nothing to do”. fucking with.

Fortnite has evolved into a major intersection for popular culture and the expanding virtual world known as the “metaverse”. In 2021, the brand unveiled its “Soundwave Series” intended to spark collaborations with popular music artists around the world.

“Music transcends all languages ​​and has been an integral part of Fortnite’s journey since our first in-game concert in 2019,” said Nate Nanzer, vice president of global partnerships at Epic Games, in a blog post last year. . “The Soundwave Series continues that legacy and will introduce incredible crossover artists from around the world to millions of new fans within Fortnite Creative, where there are virtually no limits to what can be crafted by our community.”

Rapper Travis Scott and producer Marshmello are among the superstars who have performed in Fortnite before.

Fortnite has also launched several recent activations with major brands looking to capitalize on the game’s huge viewership. The National Football League, for example, has partnered with the game twice. Luxury fashion brands Balenciaga and Moncler have also released a virtual Fortnite drip.

The game’s collaboration with the Wu-Tang Clan marks one of the latest efforts by a musical group, which is also a brand in its own right, to take advantage of Fortnite’s vast reach in the gaming community, which is made up of large portion of Millennials and Gen Zers.

“Fortnite has been in my house for years,” the RZA — one of the Wu-Tang Clan members — said in a statement. “It was a pleasure and a joy to see the game evolve, while becoming the go-to pastime. This collaboration is a multi-generational “drip” of swag and cool. »

To learn more, sign up for The Drum’s Inside the Metaverse weekly newsletter here.