In two days, four virtual shows were viewed 33 million times. For the virtual concert, all the rapper's movements were recorded and translated into his 3D avatar. His outfits and the Roblox environment also changed during the shows. The massive success of these concerts hints at a strong business model. Could this be the way to share art with the audience of the future?
Meet the audience of the future online
Roblox is an online platform where you can create (program) your own games and play those made by others. You learn programming and, as a 'premium member,' you can sell your own games. In Roblox, game components, clothing for your avatar (online character), etc., can be purchased with the Robux currency, which you buy with real money.
The metaverse is on the rise among the younger generation. This is where you reach the audience of the future.
This metaverse is rapidly growing, especially among the younger generation: the audience of the future. It is not just a place to game but also a space where you can game with your friends, chat, and make new (online) friends.
Why a virtual concert?
Roblox views virtual concerts as a new way to entertain players. Additionally, it is important for the platform itself to remain relevant as the younger generation of players grows older. For their first online concert, they partnered with none other than Lil Nas X, who is particularly popular with this target audience.
After an in-game timer expired, players were teleported to the concert. Four songs were performed virtually, followed by a Q&A session. The concert was programmed as a 'game' within Roblox, and there was a virtual 'Lobby' where players could buy online merchandise and interact with each other.
And now you?
Not everyone has Lil Nas X's budget or the ability to collaborate with Roblox. However, several points emerge that we can learn from and that also occur on a smaller scale.
A virtual concert:
- Is the place to meet the audience of the future
- Reaches more, including an international audience
- Offers possibilities that are not always feasible physically. For example, the entire environment of the virtual concert changed with each song.
- Can also be profitable. Participants could purchase online merchandise
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