Warner Music Group has launched a new metaverse experience in Roblox. The global entertainment and record production company has collaborated with Gamefam, a leading producer of games and metaverse content, to create Rhythm City.
Rhythm City
Rhythm City combines game elements with music to create a metaverse experience that allows artists and audiences to define and contextualize their communities.
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
This experience is part of WMG’s web3 strategy to create new forms of engagement between music artists and their fans.
Warner Music Group wants to leverage Gamefam’s experience and presence in Roblox to accelerate the user onboarding process for its new project.
Gamefam has more than 25 million daily game sessions on Roblox and more than 115 million hours of engagement per month.
Oana Ruxandra, WMG’s Chief Digital Officer and Executive Vice President of Business Development commented on the announcement: “WMG is focused on facilitating the foundation of these new experiences by building and experimenting across evolving ecosystems. With this partnership with Gamefam, WMG creates a place where artists and audiences come together to define and contextualize their communities in living spaces.”
“We are pleased to combine our ardor for developing authentic content for the metaverse with a passion for music. WMG has been a brilliant partner in driving innovative strategies and, together with our expertise, we have channeled that excellence in production by creating a new community for music lovers in the metaverse.” Said Joe Ferencz, founder of Gamefam.
WMG on Roblox
WMG’s activity on Roblox goes back several years, having already brought several of its artists, including Twenty-One Pilots, Why Don’t We, Ava Max, David Guetta, and Royal Blood, to the platform.
The virtual world – created in collaboration with Gamefam, a Web3 startup – is music-themed and offers a social role-playing experience to link people with artists and music.
Users will be able to explore the space by choosing a role – music producer, DJ, dancer, etc. – and participate in virtual concerts and music challenges, as well as access a collection of digital objects.
Rhythm City will be available for exploration starting February 4, 2023.
WMG and Web3
Yesterday, WMG announced a partnership with The Sandbox metaverse to launch a metaverse party on Spinnin’ Records’ World’s Biggest Demo Drop (WBDD), and also as an initiative to turn winning DJ tracks into NFT via LGND Music.
In addition, WMG invested in metaverse fashion retailer DRESSX, which allows WMG artists to use the platform to develop their own 3D digital fashion collections.
It also partnered with NFT game Splinterlands to bring artists to the web3 and has partnered with OpenSea, NFT’s main marketplace, to enable selected artists to launch NFT drops.
Previously, the company had partnered with NFT green platform OneOf to create an NFT marketplace for music artists.
WMG recently partnered with LGND.io and Polygon to launch an NFT platform for artists called LGND Music NFT Marketplace.
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