The reach of the metaverse is growing wider and wider by the day. For the first time, Roblox is hosting the VMAs!
The VMA Experience
MTV has partnered with Roblox to bring the video music awards to the metaverse. The revolutionary event officially began earlier this month (Aug 12). As part of a promotion for the event, a minigame came out every Friday, culminating in the big show on Aug 28.
Crazily enough, the voting process is even part of the metaverse. Roblox players can earn unique tokens and use them to vote for the best metaverse performance category. This makes for a highly unique experience, as Roblox users can now exclusively determine the winner of a special category. Players can choose Twenty One Pilots, BTS, Ariana Grande, Charli XCX, Blackpink, and Justin Bieber. Luckily Robloxians aren’t the only ones who can participate in the fun. Fortnite, Minecraft, Wave, and Battlegrounds will also be hosting these virtual VMA performances.
Utilizing virtual platforms have been an upcoming trend in the music world for quite some time. Last week, the world was introduced to the first-ever artificial intelligence rapper FN Meka. The adverse animation received an abysmal reception, but the virtual VMA’s may change some minds.
Roblox Slowly Taking Over
“One of the most exciting things about it is that it brings the VMA experience to people wherever they are in the world,” Amy Campbell expounded to the Wall Street Journal. Campbell works as the chief marketing officer with Paramount Media Networks and MTV Entertainment Studios.
This is a massive step for an industry with great interest in taking advantage of the metaverse. Recently, artists have been using virtual worlds to connect easier with fans and monetize globally. Particularly now, in a world still recovering from COVID-19, hosting in-person concerts has its limitations. Ticket sales, travel costs, and health concerns are just a few. Platforms like Roblox and Fortnite allow fans in any corner of the world to attend concerts as long as they have a wifi connection.
Metaverse
The technology is still relatively new, but artists are already taking advantage. Over 10 million people attended Marshmello’s Fortnite concert in 2019, and the ball has been rolling ever since. Egg Hunt 2020: Agents of E.G.G. The Lil Nas X Concert Experience was a Roblox event garnering over 30 million views in 2020. So far This year, 24kGoldn, Lizzo, Achille Lauro, pinkpantheress, and David Guetta have followed suit.
Concerts are one thing, but award shows are a whole new ball game. It’s certainly a ballsy move from MTV, but it may just pay off. Representatives for the company told Wall Street Journal the move’s primary intention is to attract a younger viewership. With 67% of Roblox’s community being under the age of 16, it’s bound to gain the network some traction.
Music and gaming have worked in tandem many times before. The most significant example is the Guitar Hero series, which introduced a generation to classic rock and roll. Just Dance and The Micheal Jackson Experience brought decades’ hits to everyone’s living rooms. For this current generation, games like Roblox are revolutionizing how we consume music. Tonight, it’ll breathe new life into this 38-year-long ceremony.
You can attend The VMA Experience to find out who won the best metaverse performance award!
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Dreema Carrington
