Esports, in other words video game competitions watched by spectators, has become a global phenomenon whose notoriety is exploding. Tournaments now fill stadiums and draw millions of viewers online on platforms like Twitch and YouTube. The best players can earn millions of dollars through sponsors and prize money from competitions. Brands like Louis Vuitton and Gucci, or even Red Bull, are venturing into this new sector and synergies are appearing with the music industry. For example, rapper Travis Scott's immersive online concert for Fortnite was watched by more than 27 million people and the nine-minute performance is estimated to have earned him $20 million, including merchandise sales.