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Regardless, it is an approach that is unique to virtual bands. Real-life groups occasionally rotate and replace their members, but it is almost impossible to pretend that several people are the same person. (Not without some creative knockoffs, anyway.) However, fictional groups like Gorillaz have long experimented with the idea because it allows them to move seamlessly between genres, often without their younger fans noticing that a change has occurred behind the scenes. K / DA won’t be moving to experimental jazz anytime soon, but the strategy gives Riot a similar level of flexibility.
“It makes K / DA feel more like a concept than a real band,” Morales explained, “where we can mold it in whatever way we think is appropriate for the story or experience we want to tell that year.”
Social media campaigns
Originally, Riot Games was going to promote the EP with some kind of “real world presence,” according to Morales, which included music festivals like SXSW in Austin, Texas. However, the coronavirus outbreak derailed those plans. At the same time, the team knew that a music-based champion for League of Legends, called Seraphine, it was currently in development. That led to a social media campaign that combined their reveal with K / DA’s comeback EP. “It not only allowed us to get our players involved in things like these challenges, but it also allowed us to put a voice and a kind of personality behind some of the things that we were doing,” Morales explained.
The multi-part campaign started with a Twitter and Instagram account, both with the username @seradotwav, for Seraphine. “Hello World”The musician shared on June 26 along with some selfies. He quickly followed up with a tweet that said “start this account to share music and hopefully connect with people. “Riot Games continued to post without posting the accounts or confirming that Seraphine was an upcoming League champion. In particular, the team crafted this fictional content around her alternate universe identity, the one residing on Earth, as well as that K / DA, rather than the game version, who lives in the mythical world of Runeterra.
Through these posts, the team slowly built her backstory as a young but talented musician awaiting her big break in the industry. “For several weeks it went pretty unnoticed,” Morales said. But eventually, the world found its accounts and began to speculate about its origins and connection to League of Legends. Then on August 20, Riot Games was released. a similar set of social media accounts for K / DA, which simultaneously announced that his next song, The Baddest, would be released later that month. The next day, Seraphine posted a short video of an acoustic cover for Pop / Stars on her Instagram and Twitter accounts.
“People made all these theories breaking down the little things that we put in their posts on social media. We really encourage and want to see more of that behavior. And I think it led to this really interesting experience where you almost felt an ARG [alternate reality game]”Morales explained.
Riot used the release of The Baddest to reinforce Seraphine’s love for K / DA. “AAAAAAAAAAAAAA”, she wrote in a quote tweet which referenced the track’s release on YouTube, Spotify, and Apple Music. Then, on September 4, the group advertised via social media that Seraphine had been invited to collaborate on one of his tracks. The implication was that K / DA had ‘discovered’ his talent on social media just as the public did. “We intended for her to be this real-life Easter egg and we’re glad people found her,” Morales added.
“We intended for her to be this real-life Easter egg.”
That song ended up being More. The Seraphine part was sung by Chinese singer, rapper, and songwriter Lexie Liu. As of this writing, the official music video has over 25 million views on YouTube. The CG animation was handled by Axis Studios, a company that has worked on multiple League projects, as well as Chernobyl Y Gears 5campaign of.
Performance
Fans have praised both tracks. One YouTube user called More a “certified banger.” Another said “don’t listen to me. I’m just here to see this as my daily religious routine. ”The pre-release singles also generated excitement around the band’s performance at the League of Legends World Championship in Shanghai. Little by little, Riot Games has earned the reputation for offering concerts that combine virtual and physical performances, therefore expectations were understandably high for K / DA’s return to the real world.
But this year it was different. The coronavirus pandemic has decimated the live events industry and forced many competitions, including Riot’s own League of Legends Championship Series (LCS) in Los Angeles, to abandon head-to-head matches. For months, no one was sure if a traditional World Championship, which requires teams from different continents to meet in one place, was possible. However, Riot Games succeeded with a series of measures designed to stop the spread of COVID-19. The games were initially held in an ‘XR’ studio that combined LED surfaces with 360-degree virtual environments that extended beyond the stage. Meanwhile, the final was held at the Pudong football stadium with a small number of fans.
Riot came up with a series of backup plans in case the format of the grand finale changed at the last minute. “Plan A, B, C, D, E, F and G, you can go through the entire alphabet,” said Justin Restaino, creative technology producer at Riot Games. He pointed to the XR studio, which used real-life artists to present the different styles of the stage, as an alternative way to show the band. With a virtual act, at least, the company didn’t have to worry about temporary visas and quarantine periods. “There was really no concern about getting them involved in the show one way or another,” Restaino added.
In the end, the company was able to hold the planned ceremony, which included an AR-powered K / DA performance. The champions were accompanied by a dance group on stage but, unlike in 2018, none of their real-life vocalists. “We wanted them to be Beyonce on stage,” Restaino said. “We wanted them to be the focal point.” To make the show more compelling, Riot increased the number of camera streams that could be combined with AR from three to 12. “It’s almost an overwhelming amount to work and prepare on location,” Restaino said. But the team was up to the challenge and wanted to create something truly memorable.
Unfortunately, K / DA’s performance was seen primarily as a disappointment. Some felt the models weren’t realistic enough, and somehow a regression from the 2018 ceremony.
“Graphics like CS 1.6,” commented one YouTube user, referring to a version of Counter-strike released in 2000. “This was really badly executed,” wrote another. “I’m really disappointed because this was what I was really hoping for when it was first announced.” Others were not so harsh. It was impressive, they argued, that Riot could wear something, anything, in the middle of a pandemic, regardless of one that took place in a physical location. “Let’s give them some slack,” wrote one YouTube user.
“Everyone’s thoughts are valid,” Restaino said. “Here at Riot, we were excited to have the opportunity, this year, to even try the live show that we did.” The creative tech producer added: “Ultimately, where things may fall short in some areas, we are always going to work to improve them in the years to come.”
The future
Despite this setback, the excitement around K / DA is greater than ever. And for Riot, that has always been the goal. “Our main focus is not revenue right now,” Dunn explained. “That is not what we are really focused on. It’s really about the impact we can create. “As PopStars, you may CompletelyThe popularity will encourage new people to try Riot video games. That is why the company has prepared special events with K / DA themes for League of Legends, his autocross spin-off Team Fighting TacticsY Hearthstone rival Legends of Runeterra. Alternatively, the album could simply grow the audience that is only interested in Riot as a music label.
For now, the company is keeping secret about its future plans. However, Dunn has confirmed that the team is working on other music projects and that future releases will not be limited to K / DA. Riot’s ambition is to create a “thriving musical universe,” he said, that provides new entry points to League’s global brand. “Look at this year as a look at our commitment to our passion for creating music and where that might lead in the future,” Morales added. “This is definitely the first stop in what will ultimately be a long road of future releases to come.”
“Our main goal is not revenue right now.”
A musical universe would help Riot achieve its ambition to become a broader entertainment company. One that not only makes video games, but also TV shows, board games, and albums. “It’s not just about games, but about the experiences we intend to bring to our audience,” Morales said. These divisions could subtly update Leagueimage, ensuring it never feels “dated” to the next generation of gamers. They could also become successful businesses in their own right, reducing the company’s reliance on microtransactions and esports sponsorships to make money.
“[Will music] become an established source of income? Potentially, if we get it right, ”Dunn hinted. “But we have to keep our eyes on the award, and it really is about establishing K / DA. Who are they? And then start telling those stories and finding unique ways to do it. ”
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