Walmart has announced a new immersive metaverse experience called Cultureverse, developed in collaboration with the Web3 creative studio People of Crypto Lab (POC Lab), to commemorate the 50th anniversary of hip hop culture and its profound impact.
Cultureverse promises to be an interactive tribute to hip hop pioneers and an acknowledgement of the contributions of the black community to music, art and fashion. Let’s analyze the details behind this cultural activation in the metaverse.
THE NEWS IS OUT 🎉
We're celebrating 50 years of Hip Hop with CULTUREVERSE: a gamified experience in partnership with @Walmart on Virtual World @Spatial_io.
Immerse yourself in the world of hip-hop and its profound impact on art, music, and fashion.
Coming Soon! pic.twitter.com/go4tGY5ys7
— POCLab (@POClab_io) August 28, 2023
Exploring Hip Hop Culture in Cultureverse
Scheduled to launch in September 2022 on the Spatial platform, Cultureverse will immerse users on an immersive journey that pays tribute to the origins and evolution of hip hop.
The interactive experience will feature:
- Educational content about hip hop pioneers and milestones
- Themed spaces around art, music and fashion
- Activities for users to interact and create content
- Customizable avatar looks with retro hip hop styles
Cultureverse seeks to be an inclusion movement that amplifies the legacy of the black innovators who shaped an entire musical and cultural genre.
Fostering Emerging Black Talent
The activation aligns with Walmart’s Black & Unlimited platform, which supports the visibility of black entrepreneurs and creators.
In this way, Cultureverse aims to:
- Inspire and empower a new generation of black talent
- Foster innovation and inclusion
- Highlight the impact of black culture across all spheres
Both Walmart and POC Lab see Cultureverse as an opportunity to empower underrepresented communities and promote diversity and racial equality.
POC Lab: Pioneers in Digital Representation
POC Lab is a studio specializing in using Web3 technology to give visibility to marginalized communities and highlight their cultural impact.
Other featured projects by POC Lab include:
- Pride is POC avatar collection in The Sandbox celebrating LGBTQ+ diversity
- Curating digital works by black artists in Black History Month with Black n Crypto
- Amplifying Latino creators during Hispanic Heritage Month
With Cultureverse, POC Lab brings its mission of digital representation into the realm of hip hop and the African diaspora.
The Increasing Embrace of the Metaverse by Brands
This project is part of an increasing trend of major brands venturing into the metaverse.
We have recently seen metaverse activations by:
- Nike and its Nikeland in Roblox
- Gucci selling virtual handbags in Roblox for over $4,000
- Disney and its virtual world in The Sandbox
- Budweiser and its interactive brewery in Decentraland
For Walmart, Cultureverse represents an opportunity to connect its brand with young audiences in digital spaces in an authentic and culturally relevant way.
Conclusion
Ultimately, Cultureverse exemplifies the power of the metaverse to commemorate and preserve the legacy of historically marginalized communities.
By collaborating with POC Lab on this immersive experience that pays tribute to the origins of hip hop, Walmart reinforces its commitment to promoting representation and inclusion.
This type of culturally meaningful activation highlights the future potential of the metaverse to generate genuine conversations around diversity, identity and belonging.
Frequently Asked Questions
What will the Cultureverse experience celebrate?
The 50th anniversary of hip hop culture and its impact as a social movement.
What company is developing Cultureverse?
The Web3 creative studio POC Lab in collaboration with Walmart.
Where will Cultureverse take place?
On the Spatial virtual reality platform.
What is POC Lab’s focus?
Amplifying underrepresented communities through digital experiences.
Why are brands entering the metaverse?
To connect with new audiences and offer innovative experiences.
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