• by Colin Kirkland , August 28, 2023

To commemorate the 50th anniversary of hip-hop, Walmart is helping launch the “Cultureverse,” an educational gamified virtual experience created in partnership with Web3 creative studio People of Crypto Lab (POCLab). The immersive world is set to drop in September.

Cultureverse is designed to educate players about hip-hop’s influence on art, music and fashion through gamified elements based around the genre’s deep cultural history and its early visionaries.

Walmart is planning to use its Black & Unlimited platform -- a digital development initiative created in partnership with writer and producer Issa Rae, which aims to offer Black influencers, makers and entrepreneurs the tools and guidance to succeed through custom programming and collaborations within Cultureverse.

“We are always seeking out new and innovative ways to connect with our customers in spaces and places where they are spending their time,” said Justin Breton, director of brand experiences and strategic partnerships at Walmart.

At the end of 2021, Walmart filed trademarks for the sale of virtual goods, tokens and digital currency. It entered the metaverse in 2022 via Roblox experiences, and this past June, its Store No.8 incubator partnered with Web3 accelerator Outlier Ventures to develop a program for Web3 related startups.

People of Crypto launched its Web3-focused studio in 2021 with the goal of highlighting underrepresented communities through digital experiences that showcase design, technology and brand-building. 

“This collaboration with Walmart’s Black & Unlimited aims to inspire a new generation of Black creators and foster an environment of innovation and inclusivity while continuing our mission to drive meaningful digital connections between brands and consumers,” said Simone Berry, cofounder of POCLab in a statement.