The Virgin Music Group announced this week it had partnered with Roblox creatives Splash to debut a groundbreaking metaverse experience for SOFI TUKKER.
Comprised of Sophie Hawley-Weld and Tucker Halpern, SOFI TUKKER is one of the world’s biggest dance music artists. By joining Splash on the Roblox platform, the dance duo aim to tap the virtual metaverse platform’s over 80m global users.
The group will debut their “Woof” single from their upcoming BREAD album in the Metaverse, allowing fans and followers alike to join the immersive experience for interacting with digital content, socialising, and joining a global community of fans in unprecedented ways.
These will include an afterparty for playing games, purchasing SOFI TUKKER wearables for their avatars, and earning skate tokens.
The VR concert will open on Roblox on Friday, 30 August, 5pm PT.
Comments on the ROBLOX Debut
In a statement, SOFI TUKKER said that they were “excited” to debut their album on Roblox with Splash.
Speaking about the bespoke experience, the duo continued,
“We both came into music from athletic backgrounds, and Tuck has several skateboards that he likes to play around with between shows. There is a focaccia skateboard available in the activation that is next level! So this partnership is a great intersection of so many of our favorite things.”
Additionally, Connor Hachey, Vice President of Digital Strategy, Virgin Music Group, said that he was also “excited” to work with Splash to create the special activation on the Roblox platform.
Speaking further, he said: “Roblox is the perfect platform on which to meet the band’s fans where they like to spend their time. It’s going to be a blast.”
Finally, Tracy Chan, Chief Executive, Splash Music, added that his company aimed to connect “through the act of creation.”
Continuing, the former SoundCloud executive noted,
“Bringing SOFI TUKKER to Splash Music on Roblox, the preeminent Gen Z platform, is the epitome of connecting fans through the creation of music and music experiences.”
Turning It Up, Tuning Into the Metaverse
News of the announcement comes amid a growing trend where artists have joined taken to the virtual stage to deliver cutting-edge social and concert experiences to their fans.
In a recent series of conversations with Avenged Sevenfold Frontman M Shadows and Freelance Unreal Engine Artist, Ryan McKinnon, the two revealed the benefits of leveraging 360 immersive videos, virtual reality (VR) technologies, and Web3 communities to build and engage with ever-growing fan bases on the Internet, following the launch of the band’s recent “Life is but a Dream” album.
Furthermore, MeetKai partnered with Charlamagne tha God earlier this month for expansive investment and consultancy opportunities, leading to the former’s next steps into the Metaverse and digital socials. Previously, the Los Angeles-based firm created several bespoke virtual environments for the Wall Street Journal and the Charlotte Hornets, leading to greater outreach success levels by opening the company’s doors to digitally-connected audiences.
Read: Charlamagne Tha God Joins MeetKai to Grow, Invest in Metaverse Strategy
By tapping Charlamagne’s expertise and connections from the entertainment industry, the partnership will soon unveil a novel metaverse experience for fans. Also, MeetKai’s work with Charlamagne will offer major empirical insights into the future of the Metaverse and how best to carry their platform to entertainment use cases.
Furthermore, many artists like Bebe Rexha, Eminem, Snoop Dogg, MUSE, Fatboy Slim, BLACKPINK, U2 and many others have explored the potential of immersive entertainment with a host of creative performances.
Whether partnering with the Bored Ape Yacht Club for a maiden XR show, performing a residency at the groundbreaking Sphere venue in Las Vegas, winning MTV’s first-ever Best Metaverse Performance category, or expanding fan bases and audiences worldwide during the COVID-19 pandemic, the Metaverse continues expand horizons for the entertainment sector in new and through-provoking ways.
Like this article? Be sure to like, share, and subscribe for all the latest updates from D×M!
Deus×Machina 
Leave a comment