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Roblox enlists Elton John for immersive experience

Elton John has become the latest artist to launch an immersive experience on online gaming platform Roblox.

‘Elton John Presents: Beyond the Yellow Brick Road’ allows users to follow a yellow brick road through an interactive world inspired by the singer-songwriter’s life and legacy.

The experience includes digital fashion designed by 20 Roblox community creators, photographs, interactive challenges set to his greatest hit songs, daily scavenger hunts and trivia quizzes.

In addition, there will be a series of ten-minute virtual performances made up of Elton’s best-loved songs,  starting on 17 November, with additional performances re-airing hourly through 20 November.

The special performances will coincide with Elton’s run of Dodger Stadium shows (17–20 November), which will see him make history once again as he returns to the iconic LA venue for the first time since his legendary performance in 1975.

Virtual experience visitors are also able to earn and collect yellow bricks, as they explore interactive challenges, allowing them the chance to gain VIP access to hear a dedicated message from Elton and have their avatar appear on stage with him at his final show at Dodger Stadium on 20 November.

After the Dodger Stadium concerts, ‘Elton John: Beyond the Yellow Brick Road’ will live on – with new experiences, music, fashion and more – as an immersive capsule in the metaverse.

‘Elton John Presents: Beyond the Yellow Brick Road’ was created by Elton John and Rocket Entertainment with Roblox creators, with support from Universal Music Group.

“Beyond the Yellow Brick Road’ is the next step on [my] journey as I prepare to step away from live touring”

“I’m absolutely thrilled to be launching ‘Beyond the Yellow Brick Road’ on Roblox,” says Elton John. “I’ve seen the joy that Roblox has bought to my boys and the possibility it creates by the ability to interact with fans in such an exciting, and forward-looking way has been mind-blowing to me. I’ve always been myself and used my image, eyewear, and music to express myself, and Roblox really encourages that self-expression.

“Now my fans can do the same, and that’s really exciting. At every step of my career, I’ve always wanted to push forward and look to the future, and ‘Beyond the Yellow Brick Road’ is the next step on that journey as I prepare to step away from live touring after 50 years on the road. It’s genuinely thrilling, and I can’t wait to see the response from my fans and the Roblox community.”

David Furnish, CEO of Rocket Entertainment, adds: “Elton is a visionary creative with a life full of major music and fashion moments significant to the culture of then and now and lived his life like an avatar! ‘Beyond the Yellow Brick Road’ is an extraordinary collection of some of these moments that we have had a lot of fun recreating with the Roblox community since Rocket Entertainment began this project. As Elton says farewell to touring at Dodger Stadium, we’re excited for the opportunities that spaces like Roblox offer to ensure Elton’s music and legacy may continue to bring joy to the world.”

Sir Lucian Grainge, chairman & CEO of Universal Music Group, comments: “In the decades we’ve worked together, my commitment to Elton has been to build the largest global audience for his creative genius, spanning his recorded music, songwriting, fashion and performances. As Elton wraps up his monumental final tour, we are extremely excited to help bring ‘Beyond the Yellow Brick Road’ to life so that new generations of fans, now and for years to come, will continue to be entertained and inspired by his songs and music.”

Roblox has previously hosted immersive experiences and/or virtual concerts with the likes of The Chainsmokers, Charli XCX, Lizzo, Gayle, Lil Nas X, Twenty One Pilots, 24kGoldn, Royal Blood, David Guetta and Ava Max.

 


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