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MARCH | FEATURE

Intel X Diplo concert
while simultaneously performing and interacting with millions of fans around the world in the metaverse . Virtual concerts have the potential to massively grow the live industry , extend artist careers and connect fans and artists in truly exciting ways .
“ People are spending a huge amount of time on platforms like Roblox , and will continue to do so as the line between the physical and digital worlds becomes increasingly blurred , which represents a major opportunity for artists , labels and fans alike , regardless of whether in-person shows are possible .”
The decision to stage a performance on the metaverse at The BRIT Awards was part of a digital campaign led by Luke Ferrar , innovation director at Polydor Records . “ When planning the campaign we wanted to rethink
Jon Vlassopulos
During Twenty One Pilots show , viewers could purchase merch live online
how and where the new generation consume the show and its content ,” he says
The need for artists to engage with Generation Z , or zoomers , is vitally important as very many millions of them are engaging content , making purchases , and interacting with each other in virtual worlds including video game platforms .
“ The metaverse is here , it ’ s happening , and it ’ s being driven by Generation Z ,” says head of M . A . D , Garry Williams . M . A . D , otherwise known as the Metaverse Advisory Department , was launched this year by Williams and the team at Unit 9 – a brand innovation partner for clients including Netflix and Nike .
“ By 2025 Generation Z is going to make up nearly 30 % of the workforce ,” says Williams . “ These are the people who are now socialising in the digital and gaming worlds and they are used to the metaverse . Brands , festivals and artist need to really adapt to this brave new world to engage with them .”
Among the projects that Williams has been involved in was a Diplo concert in collaboration with Intel . He says ,“ We had Diplo playing a set in a motion capture suit . We mapped that data on top of a 300-foot cowboy avatar and set it in this fantastical desert .”
In an effort to make the metaverse more accessible , 3D virtual and hybrid events specialist MootUp recently launched MootUp OnDemand – a selfservice platform enabling customers to create and host events .
MootUp founder Danny Stefanic says the service is ideal for festival operators wanting to create an array of different spaces within a themed environment : “ It includes more than 50 templates that come with the platform and enable you to create auditoriums , workshops , yoga sessions – you can build any kind of event you want , link the spaces together and teleport people from one to another .”
While the pandemic saw a huge uplift in the ticketed live event streaming market , Stefanic emphasises that one of the key aspects of the metaverse that sets it apart from traditional livestreamed shows is that the audience is far more involved .
He says , “ The drawback of streamed shows is that usually the audience remains invisible , but with our metaverse platform the audience members can be visible and engage with each other . That is one of the biggest benefits of the metaverse approach , it brings the audience into the equation .”
Vlassopulos says the promotional power the metaverse can provide artists and show promoters has two key benefits : “ Firstly , it provides them with a novel way to engage with fans all across the globe in a hyper-immersive , ultra-social setting . The geographical , logistical and financial restrictions of a physical concert tour are removed with the advent of virtual concerts – anyone can join and connect with their favourite artists from anywhere .
“ Secondly , virtual concerts allow artists to diversify their revenue streams and make money from selling virtual merchandise . That is something that could really shake up the industry . Sales from our Lil Nas X in-game merch approached eight figures .
“ In the future , we expect artists to use virtual concerts to kick-off real ones , like Twenty One Pilots did last year , and for labels to view them as an essential marketing opportunity just as important as social media or television .”
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