The Warner Music Group has introduced a brand-new metaverse experience on Roblox. The renowned metaverse gaming and content producer Gamefam worked with the international entertainment and record production company to create Rhythm City. Rhythm City combines gaming elements with music to create a metaverse experience that enables artists and audiences to define and contextualize their communities. This interplay is a component of WMG’s web3 strategy, which aims to develop new modes of interaction between musicians and their fans.
The business has already announced several partnerships, most of which center on non-fungible tokens (NFTs). Select WMG artists were allowed to design and sell 3D AR virtual clothing to fans as NFTs in December 2022, thanks to a partnership between WMG and online clothing retailer DressX.
Additionally, the business disclosed a collaboration with the top NFT marketplace OpenSea, which will give a few artists dedicated pages to drop NFTs for their fans.
WMG also announced one of its most significant web3 partnerships in December 2022 after joining with LGND.io and Polygon, a Layer 2 Ethereum scaling protocol, to introduce the LGND Music NFt marketplace.
To provide a “first-of-its-kind” music-themed social roleplay experience in the metaverse, it is now establishing its footprint in web3. The experience will also include miniature musical challenges and virtual concerts.
To hasten user onboarding for its new project, Warner Music Group hopes to draw on Gamefam’s expertise and presence on Roblox. On Roblox, Gamefam claims to have over 25 million daily game sessions and more than 115 million monthly hours of engagement.
“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,” said Oana Ruxandra, Chief Digital Officer & EVP of Business Development at WMG.
WMG has been active on Roblox for several years, bringing several artists to the platform, including Twenty-One Pilots, Why Don’t We, Ava Max, David Guetta, and Royal Blood.
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