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Roblox plans Twenty One Pilots concert experience

Roblox and Warner Music Group (WMG) have announced a virtual concert experience with Grammy-award winning duo Twenty One Pilots.

The Twenty One Pilots concert experience will feature the first-ever dynamic setlist dictated by fans in real-time, alongside pre-concert quests, exclusive custom-designed virtual merchandise, behind-the-scenes footage, and a Q&A with the duo.

The five-song set will feature a combination of hit songs as well as new material from Twenty One Pilots’ 2021 album, ‘Scaled and Icy’.

The band follows in the footsteps of Royal Blood and Lil Nas X, each of which have delivered virtual concert experiences in Roblox – which has more than 150 million monthly users worldwide.

“We are taking virtual concerts to the next level with our Twenty One Pilots virtual concert experience”

Jon Vlassopulos, global Head of Music, Roblox, says: “We are taking virtual concerts to the next level with our Twenty One Pilots virtual concert experience. We wanted to make it truly interactive and participatory for the fans, for the band, and for our broader Roblox developer community.

“Fans will be able to decide the order of the songs that they hear by choosing with their friends. They will be able to interact with the environment in creative ways becoming part of the show, and Tyler and Josh will participate in a live chat with fans after the virtual concert.

“This is what Roblox is built for, bringing people together to interact in new and exciting ways and we are just scratching the surface of what’s possible.”

The Twenty One Pilots concert experience kicks off in Roblox on Friday 17 September at 16:00 PDT.  Fans can access the experience and join the pre-show festivities beginning today by visiting the Twenty One Pilots event page.

Fans can replay performances at the top of each hour through Sunday 19 September at 23:00 PDT.


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Roblox plans London-themed launch party for KSI

Roblox, the family-friendly social videogaming platform, has announced a virtual album launch party for YouTube star and professional boxer, KSI.

Organised in partnership with BMG, Proper Loud, and MBA Live, the launch party will see KSI perform songs from his chart-topping debut album ‘All Over The Place’ under a virtual London Eye on a boxing ring themed dance floor.

Roblox users will be able to jump into cars and race each other through the streets of London before the performance and afterwards, they’ll be able to hang out and live chat with KSI during a VIP rooftop after-party. Exclusive virtual merchandise will be available to fans during the experience.

KSI’s first performance starts on Friday 13 August at 16:00 PDT with encore performances hourly over the weekend.

The VIP after-party experience for fans, including an exclusive virtual Q&A, will take place on Saturday 14 August on the Roblox platform.

“We are delighted to be hosting the chart-topping and multi-talented KSI’s first launch party on Roblox in partnership with BMG,” said Jon Vlassopulos, vice president and global head of music for Roblox.

“Roblox provided the perfect platform to immerse fans in the world of KSI, bringing to life his persona with an avatar”

“I can’t wait to race around London and join the exclusive VIP after-party that will connect KSI with fans from all corners of the globe, this is a great example of how Roblox launch parties bring together millions of fans in personal, engaging, interactive, and immersive ways.”

Christopher Ludwig, BMG VP global digital partnerships and strategy, added: “At BMG, our approach is to look at things from the artist’s perspective. For KSI, this means being at the cutting edge of technology and remaining authentic and raw to reach his global, digital-native audience where they are.

“Roblox provided the perfect platform to immerse fans in the world of KSI, bringing to life his persona with a photo-realistic avatar and building a space to spotlight his talent and passions. We’re delighted to kick off our partnership with Roblox through this first activation and bring global fans into the KSI experience.”

President of Proper Loud and manager of KSI, Mams Taylor, says: “We are thrilled to be teaming up with Roblox. It’s a great creative opportunity for team KSI and Roblox to do something unique and crossover both audiences, showcasing KSI’s music and Roblox’s awesome and fun platform.”

KSI joins Lil Nas X, Royal Blood, Ava Max and more in partnering with the online gaming platform.

Roblox’s vice president and global head of music previously told IQ that he plans to grow Roblox’s music offering significantly “so music becomes an organic part of the users’ daily experience”. Read the full interview here.

 


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Royal Blood to premiere new single in Roblox

British rock duo Royal Blood will deliver the first live performance of their new single in Roblox, a family-friendly social videogaming platform with more than 150 million monthly users worldwide.

The pair will perform ‘Limbo’ as part of a three-song virtual concert for Roblox’s award show for creators and players, The Bloxy Awards 2021, slated for 27 March at 12 pm PDT on the platform.

“It is fitting that Royal Blood play inside Roblox this year and introduce a whole new audience to their incredible sound”

Royal Blood’s Mike Kerr and Ben Thatcher will appear as avatars for the exclusive virtual performance in Roblox’s space-themed virtual concert venue.

“The creativity of the Roblox community powers the experiences on our platform, and the social connections players make while sharing these experiences are deeply enriched by music,” said Jon Vlassopulos, VP and global head of music for Roblox.

“We’re thrilled to host Royal Blood as we celebrate the talent of our creators with the greater Roblox community in this immersive, out-of-this-world Metaverse experience.”

“Royal Blood have always been a forward-thinking band and so it is fitting that they play inside Roblox this year and introduce a whole new audience to their incredible sound,” said Phil Christie, president, Warner Records UK, which is facilitating the partnership.

Royal Blood follow in the footsteps of ‘Old Town Road’ rapper Lil Nas X, who garnered over 35 million visits for his in-game performance in Roblox in 2020, rivalling Fortnite’s record-breaking Travis Scott event held earlier in the year.

Vlassopulos previously told IQ that he plans to grow Roblox’s music offering significantly “so music becomes an organic part of the users’ daily experience”. Read the full interview here.

 


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Virtual concert venues top pocket money charts

Roblox and Fortnite, the videogaming phenomena which have hosted some of the biggest virtual concerts to date, have topped a survey of the main ways UK children and teens spend their pocket money.

The 2020 edition of the annual Pocket Money Index found Roblox and Fortnite, which placed first and second respectively, dominating the spending charts as people spent more time at home during the Covid-19 pandemic. Minecraft, which has also hosted several music festivals and concerts, placed eighth, while games consoles Xbox and PlayStation were seventh and ninth, respectively.

The pair, whose virtual concert highlights include Lil Nas X (Roblox), Travis Scott (Fortnite) and Marshmello (Fortnite), each rose four places compared to 2019, dethroning books and magazines (RIP) and sweets and chocolate (say it ain’t so!) from the top two spots.

“The pandemic has shifted our spending online, and that’s seen with kids’ spending habits, too”

Roblox and Fortnite were also respectively third and fourth in the top things 4–14-year-olds save their allowance for, behind only Lego and a smartphone.

“The pandemic has shifted our spending online, and that’s seen here with kids’ spending habits, too,” explains Will Carmichael, CEO of Roostermoney, which compiles the Pocket Money Index.

IQ calculated last summer that artists can reach an audience of least 750 million gamers across the top 20 online multiplayer games/platforms alone.

 


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Roblox valued at $30bn ahead of direct listing

Online videogaming platform Roblox, which recently held its first in-world concert, has raised US$520 million in a new funding round which values the company at $30 billion.

The series-H round sees investment companies Altimeter Capital and Dragoneer Investment Group buy into Roblox at a price of $45 per share. The California-based company announced its intention to go public in November, and said yesterday (6 December) it will proceed with a novel Spotify-style direct listing on the stock market in the near future.

Other investors participating in the funding round are the Investment Group of Santa Barbara and, more interestingly, Warner Music Group, whose artist Ava Max participated in a Roblox album launch event in October.

“We’re thrilled to welcome Altimeter, Dragoneer and the other new investors,” comments David Baszucki, CEO and co-founder of Roblox. “We look forward to working with all of them as we continue our mission to build a human co-experience platform that enables shared experience, from play to work and learning, among billions of users.”

“Roblox has built a unique and imaginative virtual experience with a growing, loyal community”

Brad Gerstner, CEO of Altimeter, says: “While once viewed as a gaming platform, Roblox has emerged as a definitive global community connecting millions of people through communication, entertainment and commerce. And, as the world moves toward a hybrid future – where online and offline community and learning co-exist – we are proud to back a values-driven business that takes seriously its obligation to build an inclusive, creative and positive community.”

“Roblox has built a unique and imaginative virtual experience with a growing, loyal community, and we’re excited to have the opportunity to support the company at this stage of its development,” adds Marc Stad, founder and managing partner of Dragoneer. “We look forward to partnering with the Roblox team as they continue to execute on a compelling growth strategy and capitalise on the substantial opportunities ahead.”

Speaking to IQ shortly after Lil Nas X played Roblox’s first virtual show, the company’s head of music, Jon Vlassopulos, predicted a future where fans will no longer need to “pick real world or virtual [concerts] once lockdowns are over – they can have both.” Read the full, in-depth interview, which also touches on lessons learned from the Lil Nas X show, as well as the future of music and entertainment more broadly, here.

Roblox: “The concert market is going to get a lot bigger”


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Roblox: “The concert market is going to get a lot bigger”

In late November, Roblox – a family friendly social videogaming platform with more than 150 million monthly users worldwide – staked a claim as the virtual concert platform to watch with its first in-world live music event.

The headline show, by ‘Old Town Road’ singer Lil Nas X, took full advantage of Roblox’s technical capabilities and diverse, engaged user base to deliver a must-see set by the double Grammy winner which was viewed over 30m times, rivalling Fortnite’s record-breaking Travis Scott event held earlier in the year.

With fresh concerns over the coronavirus already casting a shadow over live music in 2021, IQ caught up with Jon Vlassopulos, Roblox’s global head of music, to discover how artists, promoters, venues, festivals and labels can “reinvent” themselves for an online-first future; how the so-called ‘Metaverse’ will spawn a new wave of digital-native artists; and why the next generation of fans won’t have to choose between virtual and physical shows…


IQ: For the uninitiated, how would you describe Roblox? Is it a game? A way of creating games? A virtual world? Or something else?
JV: All of the above. I’d say Roblox is first and foremost an online community where people come together to play, create and explore millions of 3D virtual worlds together with their friends. Our vision for this online community of shared experiences draws inspiration from gaming, entertainment and social media. People come here to be who they want to be, and we provide them with tools to create their unique identities (avatars).

In addition, most of the virtual worlds on the platform have been created by our developer community – we have built a proprietary, next-gen tech platform that allows anyone to create and experience 3D content, forming the Metaverse, and we have invested heavily to build the technology and infrastructure for that.

You’ve seen huge growth through the Covid-19 pandemic. Why do you think that is, and how do you see that continuing in future?
This year has been an extremely challenging time for our global society. What we’ve seen during physical distancing is that people are turning to Roblox for the social connection, play and learning opportunities that they aren’t getting in their real lives right now.

When we surveyed our community (nearly 3,000 teens responded to the survey) as part of our Digital Civility Initiative, we saw some positive trends around the use of the Roblox platform during this otherwise difficult time. For example, over half (52%) said they were spending the same amount or more time with their real-life friends via Roblox, voice/chat programs and other online gaming platforms during Covid-19. They also reflected on how meaningful online friendships can be for them, with two in five reporting that their relationships with online friends on Roblox got even better during COVID-19. Nearly 30% said parents are showing more interest in their online lives, including learning about and playing Roblox with them, and a similar number of teens reported that they started building their own games or learning how to code during this time.

You just hosted your first in-world concert. Was music always a focus from the outset, or is this something that’s naturally developed over time?
Music has been present on the platform and embedded in different ways and formats since the beginning. Our developers can access a broad catalogue of music to use in their games, and we have been adding to that recently with great licensed partners like Monstercat. There are also a variety of music-themed worlds on the platform, like the Dance Your Blox Off dance competition game and the AI game Splash: Music World, where people can DJ and create music. Splash actually did a fun collab with Tones & I before Christmas.

When I joined Roblox, mission one was to double down on what we were already doing and grow our music offering significantly so music becomes an organic part of our users’ daily experience on Roblox. We want to connect fans with each other and with their favourite music and artists in new and unprecedented ways. Getting into virtual concerts, like our recent Lil Nas X show, is a natural area of focus for us. We want to make the virtual concert experience even better than the real-world experience for our fans. I’m very excited about what we are going to be rolling out in 2021.

“We want to make the virtual concert experience even better than the real-world experience”

Will the new concert venue be used for other shows in future?
The Lil Nas X concert space was custom-built for this event, but a lot of the new features we debuted will soon be available to the developer community to leverage in their games. We do have our Launch Party product that artists and labels can use to create their own custom [album] launch party on Roblox. Warner and Ava Max used the code to build out a custom venue for the launch of her recent album, Heaven and Hell. It was a big success, with more than 2.5 million visits of the experience.

We have lots of interest from labels to do their own launch parties in 2020. It is such a fun way for the kids and teens on Roblox to get closer to their favourite artists and discover the best new music. We are working towards making the experience turnkey. For example, an artist could choose a pre-made set (ie a stage in the desert or floating in space), drop in some customised merch and then encourage fans to attend and watch their performance or enjoy their new music videos.

For the Lil Nas X event, how many people did you have capacity for?
We are a virtual platform so hopefully don’t have to think about having to turn people away from our events. We had our main concert and three encores, and the total number of visits of the experience has surpassed 33 million. Some people may have come back multiple times to catch additional shows or experience the pre-show events, including the scavenger hunt and Lil Nas X music video performance, but it’s millions of people who were able to experience the artist’s world and performances, which is a unique advantage of these virtual co-experiences.

They represent a massive opportunity for artists to reach their fans around the world and extend their brand into the Metaverse, especially during this time when larger real-world social events and artist tours are not possible.

Was it a pre-record, or was Nas actually performing live?
It was pre-recorded but presented as-live to the Roblox community. There were a lot of engaging real-time features baked into the experience that made it fun to experience live with your friends: You could dance together using custom, exclusive emotes, throw snowballs at each other, dress up in custom merch, hunt for coins, etc. The main concert featured a photorealistic motion-capture avatar of Lil Nas X dancing and singing across four different worlds that tied to his top songs: ‘Old Town Road’, ‘Rodeo’, ‘Panini’ and ‘Holiday’, his new single, which he performed for the first time during the concert.

The different worlds for each song were built using the latest shadowing, lighting, and physically based rendering (PBR) facial-recognition technologies available on the Roblox platform. The entire experience was designed to give Roblox users and Lil Nas X fans a unique way to discover and enjoy music together with their friends and connect with their favourite artist like never before.

“We were encouraged to see seven figures in merch sales for our first concert event”

What is the economic model for a show like this? Is it a straight revenue split on things like merch and other in-game items?
Yes, we split revenue from anything that is sold related to the concert with the artists and the label. It’s a net new revenue stream for our partners in addition to their current sales of physical merch, tickets, sponsorships, etc. We were encouraged to see seven figures in merch sales for our first concert event. Moving forward we plan to experiment with other types of monetisation around concerts and events.

Other virtual worlds/games, such as Fortnite, Minecraft and Sansar, have also hosted virtual shows. How is the Roblox experience different?
First, Roblox is a platform not a game – we have global scale, with millions of people from around the world coming to Roblox to hang out, chat, play, create and explore new places. They love to dress up and check out events together, so concerts are a perfect use case for us. It’s similar to the way kids and teens do in real life, where the majority of them go to shows just to be with their friends or show off a new outfit.

We think we can bring and potentially improve on these real-life shared experiences. We can make discovery of music and artists super-interactive and special for the Roblox community, delivering experiences that may be unattainable in the real world. For example, at a real concert very few fans have the opportunity to do a meet and greet with an artist or dance on stage. We can make these things happen and give our community tentpole moments and connections with their idols that they will hold with them all their lives.

Each of our community members have their own unique identity (avatar) that they take with them as they move across different virtual environments and worlds, which means they get recognised by friends. That means they love customising their look and getting unique merch that will stay in their virtual collection.

Finally, Roblox has millions of developers on the platform, so artists can create their own unique experiences or connect with existing developers to collaborate to reach their fans around the world.

What does the core Roblox user look like?
An average of 36.2m people from around the world come to Roblox every day to connect with friends, and it’s a truly global and diverse community. For example, over 40% of our users are female – this is pretty unique in the world of online gaming. Over half of all kids and teens under the age of 16 in the US are on Roblox. While our user base has historically skewed younger, we are seeing people staying on the platform as they are growing up. Entire families are using Roblox to connect and have shared experiences like the Lil Nas X concert; older demographics attracted by incredible new content.

We are focused on retaining those users and bringing on new demographics to the platform as we continue to innovate in creating more immersive experiences, introducing new realistic avatar technology, spatial audio and other new features available both to our creators and users.

“Virtual shows can be a great way to kick off a real-world artist tour”

More broadly, what do you see as the possibilities for virtual live music events in future? Do you see the trend towards these kind of shows continuing even once we’re all vaccinated against Covid-19?
Absolutely. We believe discovering and enjoying music in the Metaverse together with friends from all over the world is a unique experience that can bring millions of people together, and often can’t be replicated in the physical world. I don’t think fans will need to pick real world or virtual once lockdowns are over – they can have both.

Virtual shows can be a great way to kick off a real-world artist tour. If you can aggregate tens of millions of fans over a weekend online, you can then drive them to buy tickets for the tour. If you attended the virtual concert you could unlock special experiences at the live concert. Then, post-concert, you could go back to Roblox and have a post-show artist experience and meet fellow fans from around the world.

The concert market is going to get a lot bigger and more exciting for fans moving forward. Remember, most concerts are 18+ or 21+, and we have a large community of users under 18, so everything we do is additive. We are helping many of our kids and teens experience a concert for the first time – and no one forgets their first show!

It’s all very exciting. And as the Metaverse expands, we’ll see new forms of entertainment emerge; new Metaverse artists will be able to launch careers virtually without ever having to play a real-world show.

I think it is important to note that we are right at the beginning of a massive new industry. We are just scratching the surface with shows like our Lil Nas X concert. I have been through the birth of the internet in the ’90s and the impact it had on the music industry, then we have had mobile for the last 20 years. I believe the Metaverse has the potential to be bigger than all of them.

Artists, labels, publishers, venue and festival owners, video platforms, etc., all have a chance to reinvent themselves and capture first-mover advantage on platforms like ours. For 2021, we are looking to work with forward-thinking partners who can help us create some amazing case-study experiences that others in the industry can learn from and follow. We look forward to a future where kids can reconnect with music at a very core level, and artists are able to express themselves fully beyond what they can do on streaming platforms. Along with all of this innovation will come new and lucrative new revenue opportunities. If you have creative projects that you think would be a fit for Roblox, please get in touch!

 


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Grand Theft Auto Online to open virtual nightclub

Renowned open-world crime game Grand Theft Auto (GTA) Online is opening a virtual nightclub that will host residencies from ‘a new wave of world-class DJs’.

The game’s developer Rockstar Games is following in the footsteps of online gaming platforms Roblox and Fornite, which have already developed virtual entertainment spaces and produced hugely successful in-game concerts.

GTA’s virtual entertainment space, dubbed The Music Locker, is being designed to look like a real music venue, located beneath The Diamond in-game casino and resort, while the acts will appear as their own custom avatars.

The Music Locker has already announced Detroit-based producer Moodymann, Berlin collective Keinemusik and UK underground star Palms Trax for residencies.

“The Music Locker’s impeccable sound system will be ready to deliver basslines directly to your midsection”

“If you’re ready to grab some drinks, find a partner and dance the night away, The Music Locker is the place to go, with stunning visuals and an impeccable sound system ready to deliver basslines directly to your midsection,” says Rockstar Games.

Though The Music Locker is GTA’s first foray into in-game concerts, the franchise has always secured high-profile artists for its in-game radio stations. Producer Flying Lotus was even given his own radio station (FlyLo FM) for 2013’s GTA V.

GTA Online is the online component of GTA V, released in 2013, which is reportedly the best-selling game ever to be released on Sony’s PlayStation 4, selling 130 million copies as of March 2020.

GTA’s reach could make The Music Locker a real contender in the world of in-game concerts, which has seen notable shows from Lil Nas X in Roblox; Travis Scott, Marshmello and J Balvin in Fortnite; Gorillaz and Beck in Animal Crossing and several festivals in Minecraft, as well as Korn in AdventureQuest and the Offspring in World of Tanks during 2019.

 


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Roblox files for $1bn stock market launch

The company behind tween-friendly social gaming platform, Roblox, is filing for a $1 billion initial public offering (IPO) after its popularity soared during the pandemic.

According to the company’s prospectus, the platform now has 31.1 million daily users who have spent an average of 2.6 hours per day in the game this year.

The platform, which launched in 2004, hosts a collection of more than 50 million user-created video games (sometimes compared to YouTube, but for games rather than videos).

The company makes money when these games offer in-app purchases, and it gets a cut of sales of the in-app currency Robux.

The platform stepped up its interest in music in August 2019 with the appointment of a global head of music, Jon Vlassopulos, a former director of business development at BMG and founder of Tinder-style swiping music discovery app Fab.fm.

Earlier this year, Roblox created a virtual concert venue, hosting an in-game live stream of the Lady Gaga-curated benefit concert One World: Together at Home.

The platform now has 31.1 million daily users who have spent an average of 2.6 hours per day in the game this year

Roblox has also joined social virtual-reality platform Sansar and video game developer Psyonix in partnering with Canadian indie label Monstercat, which also has its own licensing subscription service to allow game streamers to use its music on YouTube and Twitch.

The partnership gives Roblox developers access to a new library of music content to use when making games for the platform, which is comprised of millions of games built by professional developers and the Roblox user community.

Roblox’s involvement in music hit its peak this month, however, when the platform delivered its first in-game concert with Lil Nas X.

The double Grammy award-winning rapper behind worldwide smash ‘Old Town Road’ delivered a free-to-access concert experience which garnered 35 million visits, rivalling Travis Scott’s record-breaking Fortnite concert.

The show, which took place in partnership with Nas’s label, Columbia Records, featured a set of stages inspired by Lil Nas X’s songs and videos and aired three times across 14 and 15 November.

Roblox also recently hosted an album release party for singer Ava Max which was attended by 1.2m players.

 


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Lil Nas X delivers one of the most viewed in-game concerts

Lil Nas X has garnered over 35 million visits for his in-game performance in Roblox, marking a hugely successful debut concert for the online gaming platform.

The double Grammy award-winning rapper behind worldwide smash ‘Old Town Road’ delivered a free-to-access concert experience which was aired three times across the weekend (14 and 15 November).

The in-game performance featured 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 – and was preceded by a Q&A with fans.

The show, which took place in partnership with Nas’s label, Columbia Records, rivalled Travis Scott’s record-breaking in-game concert in Fortnite in April.

The in-game performance featured a set of stages inspired by Lil Nas X’s songs and videos and was preceded by a Q&A

According to developer Epic Games, the premiere of Astronomical drew more than 12 million players and across five shows and two encores – four more showings than Nas’s Roblox concert – is believed to have attracted around 45.8 million viewers.

Scott’s record-breaking feat trumped Marshmello’s 2019 Fortnite concert which saw 10 million players tune in to watch the electronic music star’s in-game performance. Both Fortnite concerts were free to access.

Other notable videogame shows this year include J Balvin in Fortnite, Gorillaz and Beck in Animal Crossing and several festivals in Minecraft, while 2019 saw Korn play AdventureQuest and the Offspring World of Tanks, among others.

While Nas’s concert was Roblox’s first, the platform’s existing moves in the music space include a partnership with dance music label Monstercat and a recent album release party for singer Ava Max which was attended by 1.2m players.

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.

 


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Lil Nas X to perform first-ever Roblox concert

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”

Roblox’s existing moves in the music space include a partnership with dance music label Monstercat and a recent album release party for singer Ava Max which was attended by 1.2m players.

“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.”

With the show, Roblox becomes the latest online videogame platform to host an in-world concert, following in the footsteps of Fortnite, Animal Crossing, Minecraft and others.

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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