Warner Music has partnered with Sandbox by purchasing a large piece of real estate in the metaverse. The word is that Warner will create something in between a theme park and a concert venue where their artists can hold immersive and interactive music experiences where fans can engage with artists in new and exciting ways (think Travis Scott in Fortnite).
Sandbox is a virtual world where players can build, own, and monetize their gaming experiences. Warner Music is creating a virtual arena, so instead of only going to see your favourite artist at Wembley arena or the 02, you can go and watch them virtually in Sandbox as an avatar, alongside other people playing the game.
We’ve seen incredible success with experiences like Ariana Grande in Fortnite and Lil Nas in Roblox. It’s smart that these brands are partnering with platforms like Sandbox, Roblox and Decentraland instead of trying to build their own space or product, because they are going to where audiences already are, instead of trying to build a brand new behaviour.
It will be really interesting to see what capabilities Warner and Sandbox give to other brands. If you think of festivals in the real world, there are so many branded activations and there’s no reason to say Warner won’t allow other brands to partner with them in their concert space.
It will be interesting to see how and if other music labels follow.