Global music and entertainment company Warner Music Group (WMG) has announced the launch of “Rhythm City,” a music-themed social roleplay experience on popular metaverse gaming platform Roblox.
In partnership with metaverse game developer Gamefam, which connects gaming communities and brands, Rhythm City aims to introduce users to artists and music, providing them with access to a collection of digital items sold exclusively on Roblox.
“As our lives become increasingly digital, exciting opportunities are opening up for artists and fans to engage and interact,” says Oana Ruxandra, chief digital officer and executive vice president of Business Development at WMG. “WMG is focused on facilitating the foundations of these new experiences by building and experimenting across evolving ecosystems.”
Ruxandra adds that by partnering with Gamefam, WMG hopes to create a place for artists and audiences to come together and build communities within immersive environments.
In Rhythm City, players can choose from a variety of roles including music producer, DJ, dancer, and more. They will be able to explore, dance, and bond with other players while competing in mini-music challenges.
WMG said that Rhythm City will also host virtual concerts and events featuring select artists from the company's label.
In previous metaverse experience builds, WMG has brought several of its artists to the Roblox platform, including Twenty One Pilots, Why Don't We, Ava Max, David Guetta and Royal Blood.
Gamefam partnered with Sony Music Entertainment to create a Roblox-hosted concert experience for 24kGoldn last year, having announced a $25 million Series A.Meanwhile, during Q3 2022, Roblox reported 58.8 million daily active users, with 13.4 billion hours engaged on the platform.
Rhythm City will be available to play and explore on the Roblox platform on February 4, 2023 across Android, iOS, Mac, Windows PC, and Xbox One.