We often hear about the metaverse and Web3.0. Faced with these many innovations, it is time for brands to make their mark in this rapidly evolving landscape. Jon Vlassopulos, former Vice President and current Head of Music at Roblox, and Meredith Rojas, Head of Entertainment at Logitech, share their expertise on this new connected world. Both have explored the universe of the metaverse and already have the codes and guidelines to create collaborations with both brands and artists. We shed light on the metaverse and how these new partnerships generate value for all stakeholders.
Today, it is important to note that consumer spending on video games in the United States exceeded $28.92 billion in just the first quarter of 2021. The metaverse is primarily a gaming platform, so it is important to target an audience already drawn to this subject. The main target audience is 17-24 year olds. Therefore, to capture their attention, it is necessary to go big and offer improbable and original content that has never been seen before!
The metaverse is not something simple. Like anything, it is best to go through digital professionals to integrate into it. Indeed, they are the ones who benefit from the best advice regarding activations and traffic and results generation.
“Bigger, better, crazier version of ourselves” – Jon Vlassopulos. As the former Vice President of Roblox pointed out, one must think of a bigger, better, and stronger version of oneself! Do not be afraid to propose innovative experiences to attract the attention of your target audience. The idea is to truly meet their needs by assimilating the codes of the platform while understanding what your community expects. All while having a well-defined creative approach that attracts and generates interest from internet users!
You may have already seen or heard of the trend of concerts in the metaverse. This virtual world has been part of marketing strategies for 2 years now, since in 2020, Roblox decided to integrate musical artists through the metaverse. They also organized Lil Nas X’s concert. On November 13th and 14th, 2020, the singer dazzled the world with a fully realized virtual concert experience within Roblox. Not only was this a first for Lil Nas X and Roblox, but this show attracted over 30 million visitors during the four weekend performances. In addition to performing in beautiful settings, the singer completed the experience for his fans by answering their questions just before this massive concert. And that’s not all, fans were able to discover behind-the-scenes footage showing some of the planning and rehearsals that Lil Nas X had to undergo to bring this incredible experience to life on Roblox. Beyond a simple concert, it was a real event mixing virtual and real that brought together many people and was very successful.
According to Meredith Rojas, Head of Entertainment at Logitech, thanks to the metaverse, it is possible to reach a larger audience with a virtual concert rather than a real one while engaging meaningfully with your audience. Also, these concerts allow for more freedom in their production because the digital side allows for fewer organizational obstacles.
Conclusion
There are three things to keep in mind when partnering with artists in the metaverse. Firstly, when approaching them, it is to co-create a program for a specific platform, and the artist is fully involved in the concept. Secondly, it is important to educate oneself about the metaverse: what is trending, what works or not, where to position oneself for the best possible results… Finally, it is essential to respect the community and offer them what they expect. This is where audience analysis plays a particularly important role!
In conclusion, the metaverse allows for more inclusivity and sensitivity. The metaverse offers many possibilities, and many of them are still to be explored!
