SoundCloud isn’t the only one getting in on the Halo craze, as a report from GamesBeat indicates that Dash Radio is getting its own Halo music station. The new station aptly named Halo Radio, features cinematic tracks from the iconic franchise, as well as song remixes and voice samples from the games.
Dash Radio is a web based music streaming service featuring created by DJs for DJs to be the best radio platform in the world. In an interview with GamesBeat, Dash Radio founder DJ Skee explained:
There’s never been before the opportunity like this for companies to create their own station. Obviously, people can do playlists. People can do radio advertising. But there’s been no way to click play on an app in the background and let it run and feel like you’re almost playing the game. You really feel like you’re in the moment.
Skee further explained how the Dash Radio platform enables this unique kind of partnership between companies and DJs:
Not just anybody can make their own radio station. It’s too expensive. But the future of broadcast is creating these cool stations — even if they’re limited run. Y’know, Halo Radio is going to play around the game’s launch, but we don’t want to overstay its welcome. We want it to be really impactful now, and then we’ll gear up for the next one.
This radio station partnership, alongside the recent Halo-themed festival at the Seattle Sounders FC game we previously reported on, represents the latest in a long string of unique marketing tactics on behalf of the upcoming Xbox One game Halo 5: Guardians. It’s quite fascinating, as it seems to me Microsoft is not marketing Halo 5: Guardians as a video game exclusively for a gamer audience, but as a social and cultural experience for any audience. This falls in line with the company’s strategy for the Xbox One, which is trying to transcend the Xbox One beyond just a box that plays video games on a television screen, but as a comprehensive multimedia experience.
I think it also represents an exciting departure from the notion that only gamers and classical orchestra buffs can appreciate the epic cinematic tracks the Halo franchise is known for. I look forward to seeing how Halo 5: Guardians, coming out next week on October 27th, is received by the general audience.
The new Halo radio station can be found on the Dash Radio website.