Warner Music Group launched Rhythm City, described as “a first-of-its-kind music-themed social roleplay experience” on Roblox – the children’s gaming platform.
Rhythm City was developed in partnership with a games and content company working on metaverse platforms, Gamefam. WMG says Rhythm City introduces users to artists and music through social role-playing. It also grants users access to a collection of digital goodies sold exclusively on Roblox.
Gamefam claims to operate the largest gaming network on Roblox with more than 25 million daily gaming sessions and 115 million hours of engagement every month across more than 30 live games in the company’s portfolio.
The experience allows users choose from a variety of roles such as dancer, DJ, dancer, music producer, and many more “to explore, dance and bond with friends while enjoying the hidden gems of the world and compete in mini music challenges”. Rhythm City will host virtual concerts and events featuring select WMG artists.
Rhythm City will be available on the Roblox on February 4, 2023, on Android, iOS, Mac, Windows PC and Xbox One. WMG has already brought many of its artists to the Roblox platform.
WMG invested in Roblox in 2020, joining a $520 million Series H investment round in Roblox Corporation at a purchase price of $45.00 per share. Roblox reported daily active users (DAU) of 61.5 million, for the month of December 2022, an 18% year-over-year increase.
Oana Ruxandra, Chief Digital Officer and Executive Vice President of Business Development at WMG, said: “As our lives become increasingly digital, exciting opportunities are opening up for artists and fans to engage and interact.”
“WMG is focused on facilitating the foundations of these new experiences by building and experimenting across evolving ecosystems.
“This partnership with Gamefam sees WMG creating a place for artists and audiences to come together to define and contextualize their communities within living spaces.”
Joe Ferencz, founder and CEO of Gamefam, said: “We are thrilled to have a chance to combine our passion for developing authentic, highly-engaging metaverse content with our love of music.”
“WMG has been a brilliant partner in pushing innovative strategies, and together with our expertise, we’ve channeled that into production excellence creating a new community for music lovers in the metaverse.”