Legendary British musician Sir Elton John has unveiled his own virtual world on gaming platform Roblox.
Created by EltonJohn and Rocket Entertainment with Roblox creators, and support from Universal Music Group (UMG), the virtual experience is live now, and will offer fans “a new way to enjoy his timeless music”, according to a press release.
“I’m absolutely thrilled to be launching ‘Beyond the Yellow Brick Road’ on Roblox. I’ve seen the joy that Roblox has bought to my boys and the possibility it creates by the ability to interact with fans in such an exciting, and forward looking way has been mind-blowing to me,” Elton John said.
Fans can immerse themselves in the artist’s music through interactive challenges set to his hit songs, join daily scavenger hunts and trivia quizzes.
They can also dress up their characters in his (digital) fashion collection. The collection that is on virtual display also includes free items made with the Los Angeles Dodgers and Major League Baseball and inspired by the outfit that Elton John wore at his legendary concert in 1975.
“I’ve always been myself and used my image, eyewear, and music to express myself, and Roblox really encourages that self-expression. Now my fans can do the same, and that’s really exciting.”
Sir Elton John
“I’ve always been myself and used my image, eyewear, and music to express myself, and Roblox really encourages that self-expression. Now my fans can do the same, and that’s really exciting,” the artist said.
Visitors can also earn and collect “yellow bricks,” the currency used in Elton John’s virtual world. Fans that are able to gain VIP access can get a dedicated message from Elton John and have their avatar appear on stage with him at his final Dodger Stadium show on November 20.
To celebrate the launch of Elton John’s virtual world on Roblox, the platform will be hosting the ‘Beyond the Yellow Brick Road’ experience on Roblox starting on November 17, followed by additional performances re-airing hourly through November 20.
The 10-minute virtual performances will feature Elton John’s songs and will coincide with the artist’s run of Dodger Stadium shows, which will see Elton John returning to the iconic LA venue for the first time since his legendary performance in 1975.
The show is part of Elton John’s ‘Farewell Yellow Brick Road’ tour, which started in September 2018, and covers five continents and over 350 dates.
“I’ve always wanted to push forward and look to the future, and ‘Beyond the Yellow Brick Road’ is the next step on that journey as I prepare to step away from live touring after 50 years on the road.”
Sir Elton John
Added Elton John: “At every step of my career, I’ve always wanted to push forward and look to the future, and ‘Beyond the Yellow Brick Road’ is the next step on that journey as I prepare to step away from live touring after 50 years on the road. It’s genuinely thrilling, and I can’t wait to see the response from my fans and the Roblox community.”
Speaking about the launch of Elton John’s virtual world, UMG Chairman and CEO Sir Lucian Grainge, said: “In the decades we’ve worked together, my commitment to Elton has been to build the largest global audience for his creative genius, spanning his recorded music, songwriting, fashion and performances.
“As Elton wraps up his monumental final tour, we are extremely excited to help bring ‘Beyond the Yellow Brick Road’ to life so that new generations of fans, now and for years to come, will continue to be entertained and inspired by his songs and music.”
“As Elton wraps up his monumental final tour, we are extremely excited to help bring ‘Beyond the Yellow Brick Road’ to life so that new generations of fans, now and for years to come, will continue to be entertained and inspired by his songs and music.”
Sir Lucian Grainge, Universal Music Group
Elton John has sold more than 300 million records globally and holds the record for the biggest-selling single of all time, Candle in the Wind 1997, which sold more than 33 million copies.
The artist has earned six Grammys, including a Grammy Legend award, a Tony and two Oscars.
“‘Beyond the Yellow Brick Road’ is an extraordinary collection of some of these moments that we have had a lot of fun recreating with the Roblox community since Rocket Entertainment began this project.”
David Furnish, Rocket Entertainment
David Furnish, CEO of Rocket Entertainment, said: “Elton is a visionary creative with a life full of major music and fashion moments significant to the culture of then and now and lived his life like an avatar!
“‘Beyond the Yellow Brick Road’ is an extraordinary collection of some of these moments that we have had a lot of fun recreating with the Roblox community since Rocket Entertainment began this project,”
Furnish added: “As Elton says farewell to touring at Dodger Stadium, we’re excited for the opportunities that spaces like Roblox offer to ensure Elton’s music and legacy may continue to bring joy to the world.”
