Legendary singer Cher has made her metaverse debut to promote her latest album, Christmas, in collaboration with Warner Music Group and metaverse game developer Gamefam.
The initiative, launched on Friday (December 8), is aimed at connecting with a burgeoning audience of younger music fans.
Warner Music Group‘s world in the metaverse platform Roblox, dubbed Harmony Hills, has been transformed into a winter wonderland festive decorations and new holiday-themed locations, where fans can purchase limited-time virtual merchandise inspired by Cher’s iconic looks. Diamond antlers, tinsel hair, and winter fairy wings await those who participate in the event’s challenges.
Harmony Hills, launched in February 2023, is a world on Roblox dedicated to music-driven games and experiences. The platform offers players a blend of social role-playing and musical entertainment, featuring limited-time events with Warner Music artists.
With over 10.5 million lifetime gameplay sessions and an 88% approval rating, Harmony Hills has become a thriving hub for virtual music experiences.
The launch of the virtual world came two years after Warner Music Group joined a $520 million Series H investment round in Roblox Corp. The partnership has led to other offerings on Roblox, including Rhythm City in January of this year, which the label described as “a first-of-its-kind music-themed social roleplay experience”.
“Cher is a global icon, and here at Warner Records, we thought taking her music to Roblox would help expose her to a new generation of fans while simultaneously spreading joy.”
Jacqui Bransky, Warner Records
The Cher event on Roblox unfolds as a playful story where players have to help a mischievous elf return misplaced presents to their rightful owners. Throughout the four weeks that the event runs, players can participate in various challenges and mini-games, earning exclusive rewards and encountering Cher’s virtual avatar.
Music from Cher’s Christmas album including DJ Play A Christmas Song, Drop Top Sleigh Ride (with Tyga) and Angels In The Snow will be heard at various venues and locations within the game, including at the pizza restaurant, bakery, cafe, roller rink, nightclub, gas station minimart and while driving in a car and attending a holiday party.
The venture marks a significant move for Cher, allowing her to connect with the 70 million daily active users on Roblox, predominantly from the Gen Z and Alpha demographics.
“With her new holiday album soaring up the charts, it’s a no brainer for Cher to turn to Roblox world Harmony Hills to interact with and introduce herself to a brand new audience of 70 million daily active users on Roblox.”
Alli Guglielmino, Gamefam
“Cher is an everlasting, multi-generational superstar, and after seven decades, Cher continues to find innovative ways to connect with a new wave of fans. Today, with her new holiday album soaring up the charts, it’s a no brainer for Cher to turn to Roblox world Harmony Hills to interact with and introduce herself to a brand new audience of 70 million daily active users on Roblox, many of whom will fall in love just like every generation before them,” said Alli Guglielmino, SVP of Growth at Gamefam.
“As Gen Z & Alpha turn away from traditional music consumption methods, there’s no better place to reach them than the metaverse gaming platform where they’re actively playing for 2.5 hours every day.”
Jacqui Bransky, VP of Web3 & Innovation at Warner Records, added: “Christmas songs have this magic that always brings families together, and we feel Cher’s Christmas album really captures that spirit. Cher is a global icon, and here at Warner Records, we thought taking her music to Roblox would help expose her to a new generation of fans while simultaneously spreading joy.”
“We wanted to make the whole experience feel like a story, something that really draws the audience in, while still feeling authentic to who Cher is as an artist.”
The Cher event on Roblox marks the latest partnership between Warner Music Group and Gamefam in the metaverse concert realm. The two companies previously teamed up on the Saweetie Super Bowl Concert in February, the highest-rated Roblox concert ever with a 96% player rating, ahead of major concerts by the likes of Elton John, The Chainsmokers (Gamefam) and K-Pop group NCT127.
They also partnered on the Bebe Rexha Concert, a top 10 concert based on player ratings with 4.3 million unique visits.
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