Social media giant Snap is collaborating with Universal Pictures for its first-ever virtual concert, featuring Jennifer Lopez and Colombian singer Maluma.
The virtual event will not be hosted on Snapchat but will be open to the public online. Nevertheless, Snapchat users can participate virtually via their Bitmoji avatars, which can watch, dance, and interact throughout the event in real-time.
The virtual concert will stream on Thursday evening to promote the upcoming rom-com “Marry Me,” starring Owen Wilson, J.Lo, and Maluma, who also feature in the movie. The two stars will feature on-stage in an avatar form and perform songs from the film’s soundtrack.
The idea of virtual concerts is nothing new as several known artists, including Justin Bieber and Ariana Grande, have used the medium to connect with fans without venturing into large crowds amid the pandemic. Moreover, such concerts are becoming a metaverse-related business opportunity and attracting investors worldwide.
John Imah, Snap’s Head of Brands and Games Partnerships, said that the virtual concert reflects how brands and consumers are “moving closer to a future in which the virtual and real-world complement one another.”
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