TheSoul Publishing and Lockwood Publishing Launch 'The Summer of Metaverse Music EventsTheSoul Publishing and Lockwood Publishing Launch 'The Summer of Metaverse Music Events
Lockwood and TheSoul Publishing reunite for a series of events on 3D world Avakin Life.
May 25, 2022
Avakin Life, the mobile metaverse created by British games developer and publisher Lockwood Publishing, will welcome back virtual artist an influencer, Polar, to share her sound with millions inside the metaverse.
Polar is a creation from TheSoul Publishing and from May 27-31, Polar will debut her latest track “Hack My Heart” – and accompanying music video – in a fully immersive, 3D cinema space within Avakin Life. Hack My Heart is part of a three-track showcase that will run all day and all night, with Avakins and new players invited to share the experience and dance to Polar’s music.
But this weekend’s world premiere is just the first in a series of collaborations between mobile gaming’s most established metaverse and Polar. In July, the avatar-only artist will return to headline Avakin Life’s annual music showpiece Solar Sounds Festival (SSF).
“We’re delighted to welcome Polar back to Avakin Life and help make Hack My Heart a huge hit in the metaverse and beyond,” says Catarina Água-Mel, business development and music manager, Lockwood Publishing. “Last year’s collaboration with TheSoul Publishing showed how much Polar resonates with Avakin Life’s audience, connecting them with an aspirational creator, influencer and artist so many of our players dream of being. We can’t wait to showcase Polar’s talents and create history together, not just this weekend but in July with the first-ever virtual artist headlining a digital-only music concert. Collaborations like these are only possible in the metaverse when partners share a common vision and create moments that feel authentic for new audiences.”
“What started as an opportunity to share TheSoul’s content in the Avakin Life world, is growing into a partnership with unlimited potential,” says Patrik Wilkens, vice president of operations, TheSoul Publishing. “Following the global success of Polar’s first viewing party for the launch of her song ‘Close to You’ in 2021, we are thrilled to be able to once again collaborate with the team at Lockwood Publishing for Polar’s highly anticipated track ‘Hack My Heart.’ Based on the overwhelming engagement of Avakin Life players, we’ll soon be offering Polar branded interactive elements to further encourage players to get creative with the star’s songs and dance routines. With the support of Avakins and her global audience of fans, Polar has shown the world exactly what virtual artists can do and is looking for more exciting ways to take it to a whole new level.”
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