To help reach a younger generation of listeners and promote her first new studio album in five years, iconic singer Cher will take a virtual form in Harmony Hills, Warner Music Group’s branded world in the metaverse platform Roblox.
The holiday-themed activation will engage players in a series of challenges as they listen to her music and collect Cher-inspired digital wearables.
For the next month, Roblox players will have the opportunity to discover new virtual locations in Harmony Hills, built by metaverse game developer Gamefam, where Cher will help them overtake a mischievous elf by guiding them along a route to accomplish various missions, like delivering holiday presents, recovering stolen Christmas tree ornaments, and participating in a “mischievous snowball fight.”
Along the way, they will collect virtual collectibles for their avatars, including a winter crown, winter fairy wings, diamond antlers, and tinsel hair -- looks that Cher has made famous throughout her career.
Players can also earn rewards by chatting directly with Cher' avatar, which resembles her photo on her new album cover.
Cher's music will be heard throughout each mission, playing at the branded world's pizza restaurant, bakery, cafe, roller rink, nightclub, gas station minimart, in the car and at a holiday party.
The activation is intended to engage existing Cher fans and to reach millions of new fans in younger generations who make up the majority of the 70 million daily active users on Roblox.
“Being able to use Roblox as a platform for kids to discover and fall in love with her new holiday music demonstrates how artists like Cher can lean into emerging platforms and innovative virtual experiences to build the next wave of fandom,” a spokesperson said in a recent statement.
Harmony Hills was originally launched by Warner and Gamefam last February as part of a longstanding partnership between the companies.
The virtual world has since hosted three of the top five concerts on the platform, including the Saweetie Super Bowl Concert and shows by the Chainsmokers and 24kGoldn.
Cher’s virtual Roblox experience is launching just one day after Gen Z pop star Olivia Rodrigo announced her own Roblox world, a virtual house party that offers players similar gamified tasks in a space filled with the singer-songwriter's original music and digital wearables.