Gaming platform Roblox is throwing a “First of its Kind DJ Party” featuring a virtual performance by an avatar of superstar producer and DJ David Guetta.
Created in partnership with Roblox developer Wonder Works Studio and Warner Music Group (WMG), the DJ set will premiere this Friday, February 4 at 4:00pm PT and continue throughout the weekend in what is described as “an interactive universe powered by the latest Roblox technology and visual enhancements”.
According to the announcement, Wonder Works Studio has built an “intergalactic club venue to bring dance culture to the metaverse”.
Warner Music Group invested, what is understood to have been an eight-figure sum, in Roblox in January last year. Warner joined a $520m Series H investment round in Roblox Corporation at a purchase price of $45.00 per share.
Today’s news also follows Warner Music’s acquisition of David Guetta’s entire recordings catalog in June 2021, reportedly for over $100 million. A deal for future recordings was also agreed.
Over the past year, WMG has brought stars including Ava Max, Why Don’t We, Royal Blood and Twenty One Pilots to Roblox.
Through these virtual events, WMG says that it engaged “millions of fans from over 180 countries across the globe”.
Roblox attracted 49.4 million daily active users as of November 2021, up 35% year-on-year.
David Guetta’s virtual Roblox event will see him perform as his “avatar self” in what is described as “an intergalactic themed set, where attendees can navigate the show through an asteroid-traversing obstacle course”.
WMG adds: “Decked out with crystals, neon lights, lazers, holograms, and thumping speakers, the ethereal virtual universe brings fans together through DJ and dance battles, a secret puzzle used to unlock special abilities and archives, virtual merchandise (‘verch’) for purchase and as prizes, Q&As with the star, and a 45-minute music set for the Roblox community.”
WMG states that through “virtual concerts with avatars likened to the artists,” the company “is a testament to monetizing music through immersive experiences and bringing people together through music and technology”.
Today’s news follows WMG’s strategic partnership struck last week with gaming virtual world The Sandbox, marking what WMG said was its “first entry into the NFT metaverse realm”.
As part of that deal, The Sandbox, a subsidiary of Animoca Brands, which raised $358 million last month, will work with WMG to develop music experiences taking place on WMG’s virtual LAND within The Sandbox.
According to WMG, these immersive experiences “will empower Warner Music artists to engage with their fans, as well as to reach the global community of The Sandbox”, in addition to generating “new revenue streams and new forms of virtual entertainment”.
“Working on this concert has allowed me to bring an amazing new creation to life with design and production to suit the virtual world.”
David Guetta
Guetta said: “Working on this concert has allowed me to bring an amazing new creation to life with design and production to suit the virtual world.
“We’ve built something that will play host to one of the most unique shows I’ve ever done and I can’t wait for everyone to experience it with me.”
“Our partnership with Roblox will enable him to connect with new fans from all around the world and take them on a journey with him in a way that’s never before been possible.”
Bart Cools, Warner Music
Bart Cools, EVP Global A&R and Marketing, Dance Music for Warner Music, added: “David’s music is enjoyed by billions of people globally,.
“Our partnership with Roblox will enable him to connect with new fans from all around the world and take them on a journey with him in a way that’s never before been possible.”
“It’s going to expose a new generation of fans to dance music and take clubbing to a whole new level!”
Jon Vlassopulos, Roblox
Roblox Vice President and Global Head of Music Jon Vlassopulos, added: “We’re thrilled to work with our friends at Warner to host another major virtual concert with one of the biggest stars to ever perform on Roblox.
“David has been engaging and inspiring music fans all over the world for over 20 years with his unique DJ performances, and now he can play, as his avatar, to millions of fans in one weekend in this fun, interactive, intergalactic DJ Party world on Roblox.
“It’s going to expose a new generation of fans to dance music and take clubbing to a whole new level!”
“This is what the future will look like – artists and fans building experiences together – and we are proud to help bring it to life.”
Oana Ruxandra, Warner Music Group
Oana Ruxandra, Chief Digital Officer & EVP, Business Development, Warner Music Group, added: “The combination of David Guetta, Roblox and the community is going to be an incredibly powerful experience.
“Immersive and interactive spaces like Roblox enable artists and fans to inhabit the emotional landscapes of their favorite music together.
“This is what the future will look like – artists and fans building experiences together – and we are proud to help bring it to life.”Music Business Worldwide
