The Recording Academy is launching ‘Grammy Week’ on Roblox – a full fan experience.
The Las Vegas-themed experience is happening in conjunction with the 64th Grammy Awards. Grammy Week launches on March 30 and will be available through April 3. The experience features artist avatar meet & greets, chats, mini-games, prizes, and a performance by Grammy nominee Camilo – who was the first Latin artist to perform on Roblox. Camilo is nominated this year for Best Latin Pop Album for Mis Manos.
This partnership between The Recording Academy and Roblox marks the Academy’s first foray into the metaverse. It’s also Roblox’s first brand-funded music activation.
“We are thrilled to partner with Roblox for our first-ever official Grammy Week experience in the metaverse,” says Panos A. Panay, Co-President of the Recording Academy. “We are always looking to innovate and reach music lovers wherever they are, and there is no better partner for us to accomplish this than Roblox.”
“Online gaming platforms are quickly becoming one of the most important music discovery channels for tens of millions of fans,” Panay adds. “As an Academy, it’s our priority to continue broadening where and how our members connect with audiences around the world.”
“The Grammy Awards are iconic, and we’re delighted to bring the hottest music show of the year to fans across the globe,” says Jon Vlassopulous, Vice President, Global Head of Music at Roblox. “We’re thrilled to be featuring Camilo, our first Latin virtual concert performer on Roblox, giving the community new music and genres to discover.”
“When Roblox approached me, I immediately got very excited because this was the first time in my life that I would be doing something like this,” adds Camilo. “I’m also grateful that I’ll be able to bring this unique experience to La Tribu, especially during Grammy Week. I was already incredibly honored to be one of this year’s nominees, and to perform in a completely new way in the metaverse brings it to a whole new level.”
Mastercard is also using its multisensory branding approach in this metaverse experience. Users will see Mastercard branding and hear its sonic DNA integrated into the experience.
Grammy Week on Roblox Experience
- Virtual concert by Grammy-nominated artist Camilo
- Virtual artist meet & greets with Glass Animals, Walker Hayes, Poppy, and Sofia Carson
- Fashion items created with Roblox’s new Layered Clothing technology
- Mini-games, including treasure hunts
- Virtual merch (verch) themed around the Grammys
- Virtual quizzes users can answer about the Grammys