After inking a strategic partnership last summer, Roblox and Sony Music have announced that 24kGoldn (RECORDS / Columbia) will be the latest artist to perform a virtual concert on the Roblox platform.
The artist’s immersive El Dorado Concert Experience is set to take place on Roblox, on Friday (March 25) at 4:00 PM PDT.
According to Roblox, 24kGoldn will deliver his first public performance of his new single, In My Head, plus Mood and other hits from his album El Dorado.
In July 6 2020, when Roblox and Sony Music announced their strategic partnership, the companies said that they would work together to develop “innovative music experiences for the Roblox community”.
These opportunities, according to the companies, will “offer a range of new commercial opportunities for Sony Music artists to reach new audiences and generate new revenue streams around virtual entertainment”.
The agreement builds on an existing relationship between the two companies that includes previous collaborations such as Lil Nas X’s hit virtual performance on Roblox in November 2020 and more recently the Zara Larsson Launch Party on Roblox in May 2021.
Over 36 million people watched Lil Nas X perform the first-ever live virtual concert on Roblox, which included the debut of his song, Holiday.
So called pre-concert ‘quests’ that include 24kGoldn-related themed challenges have been available from Monday (March 21).
The pre-concert experiences have already seen over 1.6 million visits.
Fans can access these quests via portals to popular Roblox experiences where they can collect badges redeemable for prizes in the 24kGoldn El Dorado Concert Experience and acquire 24kGoldn’s unique ‘verch’ (virtual merch) items.
Roblox says that two more portals will open each day and fans who collect all badges and attend the Concert Experience will get to unlock a special limited-edition emote after the premiere performance.
The 24kGoldn El Dorado Concert Experience was created in collaboration with Gamefam, a professional gaming publisher.
The experience opens today with so-called pre-concert quests taking place in games such as Ultimate Driving, Twilight Daycare, All Star Tower Defense, Build to Survive, Robeats, Military Tycoon, Car Dealership Tycoon, Build a Boat to Survive and Tower of Misery.
Roblox attracted 49.4 million daily active users as of November 2021, up 35% year-on-year.
“I grew up on Roblox and have been a big fan my whole life.”
“I grew up on Roblox and have been a big fan my whole life,” said 24kGoldn.
“It’s been amazing to be a part of the full experience to make this virtual concert come to life.
“From coming up with the storyline and transforming my hometown to designing verch, I wanted to give my fans a one- of-a-kind experience.”
“Roblox is changing the game for artists.”
Jon Vlassopulos, Roblox
Jon Vlassopulos, Vice President, Global Head of Music, Roblox, said: “It was so exciting to see how passionate Golden was to extend his creative vision to Roblox where he also grew up playing.
“Roblox is changing the game for artists, freeing them to express themselves in a way they can’t do on any other platform and allowing them to connect with millions of fans who would never be able to get to see them play in the real world!”
Lsat month gaming platform Roblox hosted a “First of its Kind DJ Party” featuring a virtual performance by an avatar of superstar producer and DJ David Guetta.Music Business Worldwide