Saweetie to Perform First NFL Metaverse Concert on Roblox
The first of many concerts to be held at the group’s newly launched Rhythm City interactive world.
In a multi-tiered partnership between Warner Music Group (WMG), the NFL, and Intuit, hip-hop star Saweetie is set to perform her upcoming Super Bowl Concert as an immersive metaverse experience through Roblox.
The event will take place in WMGs newly launched “Rhythm City” a music-themed social roleplay world on Roblox designed in partnership with Gamefam. Visitors can explore and dance in the virtual world and will soon be able to experience a variety of virtual concerts featuring WMG artists.
Welcome to Rhythm City
We’ve launched a first-of-its-kind music-themed social roleplay experience on @Roblox, developed in partnership with @gamefamstudios.
Available to play on Roblox Feb 4, 2023
? https://t.co/dgneCqPnrV pic.twitter.com/UELe463HYd
— Warner Music Group (@warnermusic) January 30, 2023
Upon entering, users can choose from various roles, including a music producer or DJ, and compete in mini-music challenges. The virtual city will also offer access to a collection of exclusive digital items sold on Roblox.
The launch of Rhythm City is meant to demonstrate WMG’s commitment to facilitating new experiences for artists and audiences in the digital world, and the company’s ongoing pursuit of pushing creative boundaries and providing new tools for artists to engage with fans in this era. The music group has previously brought several of its artists to the Roblox platform, including names like Twenty One Pilots, Why Don’t We, Ava Max, David Guetta, Royal Blood, and more.
As for Sweeties’s concert, it will be the first event to take place in Rhythm City, and it will also be the first-ever NFL metaverse concert during Super Bowl week, featuring a Warner Records artist.
The virtual concert will be free to attend and aims to bring the excitement of a Super Bowl musical performance to millions of fans, through family-friendly performances and a motion-captured set featuring the artist’s hit songs, including “Tap-In.” The concert is set to promote a message of female empowerment while celebrating the upcoming Super Bowl LVII — airing February 10, at 7:00 pm ET and every hour after until Feb 12.
“At WMG, we are focused on building dynamic, interactive virtual experiences that connect artists with their fans. The Saweetie Super Bowl Concert presented by Intuit on Roblox is a prime example of this and it doesn’t get more iconic than that,” shared WMG’s Oana Ruxandra, the Chief Digital Officer & EVP of Business Development.
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