Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
December 11, 2023
To promote her debut holiday album, Cher is headed to the metaverse, in partnership with Warner Music Group (WMG) and metaverse game developer, Gamefam
For four weeks, WMG’s Harmony Hills on Roblox will be decked out in holiday decor and new holiday-themed locations to welcome Cher and her music to the metaverse. Limited time virtual merchandise inspired by some of Cher’s most iconic looks will be available, including a winter crown, winter fairy wings, diamond antlers and tinsel hair.
The activation will allow Cher to engage existing fans, but also reach and engage millions of new fans among Gen Z and Alpha, who make up many of the 70 million daily active users on Roblox today.
On top of that, holiday music is all about family and for Cher, being able to use Roblox as a platform for kids to discover and fall in love with her new holiday music demonstrates how artists like Cher can lean into emerging platforms and innovative virtual experiences to build the next wave of fandom.
On WMG’s music-themed world, Harmony Hills, mischievous Elf is creating havoc, and has mixed up all the presents. Players must help find them and return them to their rightful owners! Over the course of the four-week event, players will have the opportunity to acquire Cher-inspired limited avatar wearable items by successfully completing a series of holiday-themed weekly challenges.
Part 1 (until Dec. 14): Cher will guide players to deliver holiday presents all over Harmony Hills, returning them to their rightful owners. Virtual Reward: Winter Crown
Part 2 (Dec. 15-21): Players will find and recover the stolen Christmas Tree ornaments. Virtual Reward: Winter Fairy Wings.
Part 3 (Dec. 22-28): Players will navigate up the tree, weaving inside and out, dodging branches and icicles, to put the ornaments back in their proper places. Virtual Reward: Diamond Antlers.
Part 4 (Dec. 29- Jan. 5): Players participate in a mischievous snowball fight. Virtual Reward: Tinsel Hair.
Cher’s music will be heard at various venues and locations in 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.
Cher is the first NPC (non-playable character) that players will interact with once they enter the game. By talking to Cher in the game, players will earn rewards. Cher’s in-game avatar was designed to match her photo on the cover of the holiday album.
Tracks from Cher’s holiday album available in game include, “DJ Play A Christmas Song,” “Drop Top Sleigh Ride (with Tyga)” and “Angels In The Snow.”
Warner Music Group and Gamefam have a longstanding partnership dedicated to bringing the Warner Music Group brand and its artists to Roblox in a way that delights existing fans and attracts new ones. Gamefam has developed three of the top five concerts on Roblox ever, including Saweetie Super Bowl, The Chainsmokers (90%) and 24kGoldn.
"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,” says Alli Guglielmino, senior vice president, growth, Gamefam. “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. As Gen Z and 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."
“Christmas songs have this magic that always brings families together, and we feel Cher’s Christmas album really captures that spirit,” says Jacqui Bransky, vice president, Web3 and innovation, Warner Records. “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.”
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like