The COVID crisis “has made it clear that artists and labels need to look for new venues and formats to introduce their music,” said Jon Vlassopulos, VP and global head of music for Roblox. “We’re excited that Roblox chose Ava to kick off the platform’s release party experience it should be a lot of fun.” “For any artist releasing an album during these times, it’s important to find new and engaging ways to connect with fans,” said Elyse Rogers, EVP, Artist Partner Group. “Fortnite” previously has featured artists include Travis Scott, Diplo and Kenshi Yonezu. Also this Friday, an all-new choreography video of BTS’s hit “Dynamite” will premiere in “Fortnite” and this month Epic kicked off a new Party Royale concert series. Roblox’s strategy follows Epic Games’ push to turn the Party Royale island in “Fortnite” into a bigger entertainment destination. Roblox developers have created other in-game events, including for the One World: Together At Home Virtual Concert this April. The company has formed a partnership with Warner Music Group that will let WMG artists stage similar events on Roblox. It’s not a one-off: Roblox - which says it has over 150 million monthly active users - hopes to launch weekly immersive record-release parties.
Signed to Atlantic Records, the dance-pop diva (born Amanda Koci) broke out with hit “Sweet but Psycho” in 2018, followed by popular singles “So Am I” and “Kings & Queens.” It also said that this is part of a wider partnership with Warner Music Group that will see more artists on WMG’s labels working with Roblox in the months ahead.In the Ava Max Launch Party Place, Roblox players can use jump pads to get to the sky-high dance floor where they can hear Ava’s new tunes, shop for merch to dress their avatars up with Heaven or Hell wings and swords, complete quests, socialize, ask Ava questions and get a “private” live performance. “Fans will use jump pads to get to the sky-high dance floor where they can enjoy Ava’s new tunes, shop cool merch to dress their avatars up with Heaven or Hell wings and swords, complete fun quests, socialise, ask Ava questions, and get a private live performance of a couple of her hit songs,” announced Roblox. Now we’ve got one of the first examples: pop artist Ava Max is holding an album launch party in Roblox later today (25 September).Ītlantic Records and Artist Partner Group worked with a Roblox developer to create the ‘ Ava Max Heaven & Hell Launch Party‘ space, based on the album’s ‘supernatural space’ theme. Gaming platform Roblox has more than 150 million monthly active users, and its head of music recently told Music Ally how keen the company is to work with artists and labels.
Tags: Ava Max Digital marketing Games Roblox
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