Quick take:
Warner Music Group has launched a new metaverse experience on Roblox. The global entertainment and record production company has collaborated with leading metaverse gaming and content producer Gamefam to create Rhythm City.
Rhythm City blends elements of gaming with music to create a metaverse experience that allows artists and audiences to define and contextualise their communities. This experience is part of WMG’s web3 strategy to create new ways of engagement for music artists and their fans.
The company has already announced several partnerships, which mostly focus on non-fungible tokens (NFTs). In December 2022, WMG teamed up with digital fashion retailer DressX to enable select WMG artists to design and sell 3D AR virtual clothing to fans as NFTs.
The company also announced a partnership with the leading NFT marketplace OpenSea, giving select artists dedicated pages to drop NFTs for their fans.
Earlier in December 2022, WMG also announced one of its biggest web3 collaborations after teaming up with LGND.io and Polygon, a Layer 2 Ethereum scaling protocol to launch the LGND Music NFt marketplace.
It is now expanding its presence in web3 to offer a “first-of-its-kind” music-themed social roleplay experience in the metaverse. The experience will also include virtual concerts and mini-music challenges.
Warner Music Group is looking to tap into Gamefam’s experience and presence on Roblox to accelerate the user onboarding process for its new project. Gamefam boasts over 25 million daily game sessions on Roblox and more than 115 million hours of engagement per month.
Commenting on the announcement, Oana Ruxandra, Chief Digital Officer & EVP of Business Development at WMG said: “WMG is focused on facilitating the foundations of these new experiences by building and experimenting across evolving ecosystems. This partnership with Gamefam sees WMG creating a place for artists and audiences to come together to define and contextualize their communities within living spaces.”
WMG’s activity on Roblox stretches back several years having already brought several of its artists including Twenty-One Pilots, Why Don’t We, Ava Max, David Guetta, and Royal Blood onto the platform.
Joe Ferencz, Founder and CEO at Gamefam commented: “We are thrilled to have a chance to combine our passion for developing authentic, highly-engaging metaverse content with our love of music. WMG has been a brilliant partner in pushing innovative strategies, and together with our expertise, we’ve channelled that into production excellence creating a new community for music lovers in the metaverse.”
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