Roblox, the online gaming platform and virtual world, is hosting another live in-game performance with pop stars, this time with Swedish singer Zara Larsson on the occasion of the release of Poster Girl: Summer Edition, the expanded version of Larsson’s third album. Poster girl.
On Roblox, Larsson’s “Dance Party” experience will feature a selection of tracks including her new album title track, “Poster Girl”, as well as earlier tracks “Lush Life” and “Never Forget You” from Larsson’s US-certified 2017 platinum album So Good.
The first performance, including an exclusive Q&A, will take place on Friday, May 21, 2021 at 4 p.m. PDT.
Larsson, signed by Epic Records, or at least her avatar, will perform three more times this weekend. May 22 at 1 p.m. PDT; May 22 at 9 p.m. PDT; May 23 at 9 a.m. PDT.
The virtual dance party offers mini-games and exclusive merchandise such as emotes, an avatar bundle and a free item. And yes, there will be pigs in the game too.
In its Q1 results for 2021, Roblox announced that the average daily active users (DAUs) rose to 42.1 million, up 79% year over year. Hours of play also increased by 98% year-on-year, reaching 9.7 billion hours in that period.
So it’s no wonder that artists like Larsson want to take advantage of Roblox’s large audience.
In November 2020, Lil Nas X and a gigantic, neon-lit Billy Ray Cyrus ran Old Town Road against a virtual Wild West limo on the Roblox platform. It has been viewed over 30 million times over four weekend shows.
Two months earlier, Ava Max released (virtually) her album Heaven & Hell on Roblox. Almost 1.2 million unique players attended the event, which had a top audience of 166,620 fans, The Verge reported.
The home of Ava Max record label Warner Music Group then invested an eight-digit amount in Roblox in January 2021 as part of a $ 520 million financing round.
By March, Roblox had gone public and had a company valuation of $ 45 billion.
“Over the past year we’ve been working to find new and innovative ways to connect artists with their fans.”
Sylvia Rhone, EPIC RECORDS
Sylvia Rhone, CEO of Epic Records, said of Larsson’s Roblox collaboration: “Over the past year we have worked to find new and innovative ways to connect artists with their fans.
“Bringing Zara to Roblox to perform and interact with the Roblox community is an amazing game and we know your fans will love your performances this weekend.”
“Roblox Launch Parties continue to be the best way for artists to reach millions of fans in one weekend.”
Jon Vlassopulos, Roblox
Jon Vlassopulos, Vice President and Global Head of Music at Roblox, said: “We are very excited to welcome global pop sensation Zara Larsson to Roblox.
“She created a magical pink wonderland that has to be seen to be believed, and there will definitely be lots of fun, games and dancing this Friday.
“Roblox Launch Parties are still the best way for artists to reach millions of fans in one weekend and connect them and their music in unprecedented, fun, interactive and immersive ways.”
Larsson said, “I like to write songs, but I’m first a performer and then a writer. This album will be fantastic when played live and I’m really excited to be able to play a select list of songs for the whole world for the first time in Roblox. “
Zara Larsson’s collaboration with Roblox continues the recent surge in Sony Music’s interactive entertainment activity.
Sony Music parent company Sony Group Corp has invested around $ 450 million in Epic Games over the past 12 months. Epic Games, not to be confused with Epic Records, is the home of Fortnite and creator of the Unreal Engine for the video game building block.
The anonymous US producer Marshmello was one of the first users at virtual concerts that appeared on Fortnite in front of over 10 million players in February 2019.
Last April, Epic Records-signed artist Travis Scott followed suit and played an in-game show in Fortnite that attracted a total of 27 million viewers.Music business worldwide