After Nikeit’s Spotify that takes its first step into the metaverse. On May 3, the music streaming platform announced the arrival of Spotify Island in the creation game Roblox. This virtual environment takes the form of several islands that players will be able to explore to unlock new content and to buy merchandise in the colors of their favorite artists that can be reused in the game.
Virtual objects
The arrival of the music streaming giant in Roblox will take the form of an environment that follows the visual codes of Spotify with green hues. Players will have to explore several locations, collect items and complete quests that will allow them to unlock up to four free virtual goodies, which can be used anywhere in Roblox.
An online store will also be integrated to allow players to buy various items such as guitars and other types of accessories to dress up their character. Spotify says that a portion of the revenue generated from the sale of these items will be redistributed to artists. As of now, it is possible to purchase items in the colors of the Kpop singer Sunmi and later it will be the group Stray Kids.
Spotify also claims to want to stimulate the creativity of players since the virtual island integrates its music creation tool Soundtrap. By moving around certain areas and interacting with the scenery, it is possible to produce sounds and notes to compose your own music.
Spotify wants to get closer to video games
From 2021, Roblox tries to position itself as an entry point to the metaverse and seeks to imitate Fortnitewhich on its part has already organized entirely virtual concerts like Travis Scott’s in 2020. For Spotify, it’s a way to get closer to the world of video games as the platform already hosts more than 2.2 million gaming-related playlists, such as game soundtracks.
Spotify’s integration into Roblox will also allow the brand to reach an audience made up of young players from Generation Z (born between 1997 and 2010). TechCrunch. Alia Calhoun, head of partnerships at Spotify, explains that the company “ wants to meet the next generation of gamers where they are, while opening up new opportunities for fans and artists to interact in the game. ”
The objective side Roblox is obviously to attract fans of the artists who might never have played the game otherwise. The position of Roblox as an actor of the metaverse is not as obvious as that of Meta who wants to propose a total immersion with AR and VR, but the integration of real artists into its virtual world is one more step to achieve its goal.
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