November 7, 2022
Elton John has unveiled his own world, “Elton John Presents: Beyond the Yellow Brick Road,” on Roblox. Created by Elton John and Rocket Entertainment with Roblox creators, and support from Universal Music Group.
The experience includes Elton’s iconic digital fashion and photographs of memorable moments, interactive challenges set to his songs, daily scavenger hunts and trivia quizzes. Designed in collaboration with more than 20 Roblox community creators, the digital fashion collection on virtual display is inspired by Elton’s most celebrated outfits and eyewear including free items made with the Los Angeles Dodgers and Major League Baseball and inspired by the outfit Elton wore at a 1975 concert. Fans can try on complete outfits or mix-and-match individual items to recreate Elton’s look on their avatar and shop the full collection available to visitors globally.
“I’m absolutely thrilled to be launching ‘Beyond the Yellow Brick Road on Roblox,’” says John. “I’ve seen the joy that Roblox has bought to my boys, and the possibility it creates by the ability to interact with fans in such an exciting and forward-looking way has been mind-blowing to me. I’ve always been myself and used my image, eyewear and music to express myself, and Roblox really encourages that self-expression. Now my fans can do the same, and that’s really exciting. At every step of my career, I’ve always wanted to push forward and look to the future, and ‘Beyond the Yellow Brick Road’ is the next step on that journey as I prepare to step away from live touring after 50 years on the road. It’s genuinely thrilling, and I can’t wait to see the response from my fans and the Roblox community.”
The Roblox community is also invited to a special performance taking place within the “Beyond the Yellow Brick Road” experience on Roblox starting Nov. 17, with additional performances re-airing hourly through Nov. 20. Reimagined for Roblox, this series of ten-minute virtual performances – made up of Elton’s biggest songs – will offer fans a new way to feel part of his final U.S. shows.
“Elton is a visionary creative with a life full of major music and fashion moments significant to the culture of then and now and lived his life like an avatar,” says David Furnish, chief executive officer, Rocket Entertainment. “’Beyond the Yellow Brick Road’ is an extraordinary collection of some of these moments that we have had a lot of fun recreating with the Roblox community since Rocket Entertainment began this project. As Elton says farewell to touring at Dodger Stadium, we’re excited for the opportunities that spaces like Roblox offer to ensure Elton’s music and legacy may continue to bring joy to the world.”
“In the decades we’ve worked together, my commitment to Elton has been to build the largest global audience for his creative genius, spanning his recorded music, songwriting, fashion and performances,” says Sir Lucian Grainge, chairman and chief executive officer, Universal Music Group. “As Elton wraps up his monumental final tour, we are extremely excited to help bring ‘Beyond the Yellow Brick Road’ to life so that new generations of fans, now and for years to come, will continue to be entertained and inspired by his songs and music.”
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