Warner launches Rhythm City, a ‘music-themed social experience’ on gaming platform Roblox – Music Business Worldwide

Warner Music Group has launched Rhythm City, which it describes as “a first-of-its-kind music-themed social roleplay experience” on kids gaming platform, Roblox.

Developed in partnership with Gamefam, a gaming and content company that works across metaverse platforms, WMG says that Rhythm City will introduce users to artists and music through social roleplay and provide them access to a collection of digital items sold exclusively on Roblox.

Gamefam claims to operate the largest network of games on Roblox with over 25 million daily game sessions and 115 million hours of engagement each month across 30+ live games in the company’s portfolio.

The experience lets users choose from a variety of roles including music producer, DJ, dancer, and many more “to explore, dance, and bond with friends while enjoying the world’s hidden gems and competing in mini-music challenges”.

Rhythm City will host virtual concerts and events featuring select WMG artists.

It will be available on the Roblox platform on February 4, 2023 across Android, iOS, Mac, Windows PC, and Xbox One.

WMG has previously brought several of its artists to the Roblox platform.

In February last year Roblox hosted a virtual performance by an avatar of superstar producer and DJ David Guetta.

WMG has brought stars including Ava Max, Why Don’t We, Royal Blood and Twenty One Pilots to Roblox.

WMG made an investment in Roblox in 2020, joining a $520m Series H investment round in Roblox Corporation at a purchase price of $45.00 per share.

Roblox reported daily active users (DAUs) of 61.5 million, for the month of Decemberm 2022, up 18% year-over-year.

“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.”

Oana Ruxandra, WMG

Oana Ruxandra, Chief Digital Officer & EVP, 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.”

“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.”

Joe Ferencz, Gamefam

Joe Ferencz, Founder and CEO at 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.”

 Music Business Worldwide