Nintendo Collaborates with Australian Musicians for Switch 2 Gaming Content

Nintendo teamed up with Tash Sultana, Mallrat, and emerging talent Bella Mackenzie and Matthew Ifield to combine gaming and music content by showcasing each artist battling it out in the Switch 2 studio.

Tash Sultana is a billion-streamer and multi-platinum artist, Mallrat is double ARIA nominated, and emerging talent, country singer-songwriter Bella Mackenzie and Matthew Ifield, have a global combined audience of more than 3 million fans.

The hero content series leans into a long-form format designed for the ways in which music and gaming fans consume content on YouTube, and will rollout across two episodes throughout November and December to reach a broad audience during a key sales period.

The couch co-op set-up brings together our four artists over a series of video game battles. Its first episode heroes the new MarioKart World ‘Knockout Tour’ mode, which sees players progressively knocked out if they don’t cross the checkpoints in time.

The content was designed to showcase the open-world nature of the new entry in the series, whilst also showcasing its unique camera-based features that demonstrate the players face above their cars throughout the frantic gameplay moments.

Beyond the hero episodes, BRING Agency designed an ecosystem of content for the rollout, with artist-shot content complimenting the more polished brand-first moments to drive scale on other channels.

Bring was also able to scale the content to a music-first audience through the Universal Music-owned POPSTA media, developing a media strategy that showcased the content to music fans at their point of consumption on YouTube to drive further advocacy.

The content series was shot by Chisel, and directed by Emily Mays.