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The online gaming platform, which has 150m monthly players, is parking its tanks on Fortnite's lawn with its first in-game show
By IQ on 11 Nov 2020
Lil Nas X, the double Grammy award-winning rapper behind worldwide smash ‘Old Town Road’, will perform live in Roblox this weekend, marking the first in-game concert for the popular online gaming platform.
The show, in partnership with Nas’s label, Columbia Records, will see the star perform his upcoming single, ‘Holiday’, live for the first time. The free-to-access concert experience will air three times: at 1pm PST on Saturday 14 November (for North America), 10pm PST later the same day (for Asia), and at 9am PST on 15 November (5pm GMT on 14 November) for European viewers.
According to Roblox, the concert will feature a set of stages inspired by Lil Nas X’s songs and videos, created using the latest shadowing, lighting and physically based rendering (PBR) facial recognition technologies available on the Roblox platform.
The shows will be preceded by an artist Q&A at 4pm PST on Friday 13 November, with Lil Nas X fielding fan questions from inside the virtual concert venue.
Rather than a single game, Roblox is a collection of more than 50 million user-created video games (sometimes compared to YouTube, but for games rather than videos). The platform’s popularity has exploded this year, particularly among children, and now boasts more than 150m monthly users.
“This partnership is an exciting opportunity to share Lil Nas X’s new music with over 150 million kids and teens globally”
“We’re thrilled to partner with Columbia Records to bring Lil Nas X fans and the Roblox community together in an entirely new way,” says Jon Vlassopulos, global head of music at Roblox. “This concert with Lil Nas X will transport players and their friends into the metaverse, and bring to life the future of what immersive, social experiences can look like.”
Ryan Ruden, SVP of experiential marketing and business development for Columbia Records, adds: “Columbia Records is always driven to find new and innovative ways for our storied artists to share their creative vision. This partnership is an exciting opportunity to share Lil Nas X’s new music with over 150 million kids and teens globally through this first-ever high-fidelity concert experience on Roblox.”
New Roblox users will need to create an account to access the concert venue, which also features mini-games and other activities ahead of the first pre-show event on Friday, as well as a virtual merch store.
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