The BRIT Awards 2022 is keeping the after-party going by staging its first-ever virtual concert in Roblox, starring PinkPantheress.
Tomorrow (11 February) at 5pm GMT, PinkPantheress’ avatar will take to a virtual Roblox stage in a VIP Party world, created by gaming studio Dubit, and perform tracks from her debut mixtape, To Hell with It. The performance will then be repeated every hour on the hour throughout the weekend.
Luke Ferrar, co-chair of the Brits Digital Committee, said: “When planning the Brits 2022 digital campaign, we knew we wanted to enter the metaverse with Roblox. What Dubit has built within the Roblox platform is an immersive Brits experience. It has far surpassed our expectations with wonderful detail and flourishes in the world. It’s fantastic to have PinkPantheress, who reaches a huge Gen Z audience, perform in it. Very proud to have the Brits enter this space in this way for the first time.”
Last weekend, David Guetta performed as his avatar self in an intergalactic DJ Party World within Roblox.
Created in partnership with Warner Music and the Roblox developer, David Guetta’s 45-minute DJ set allowed users to navigate the show through an asteroid-traversing obstacle course.
The world featured crystals, neon lights, holograms, and lasers, and included dance battles, a secret puzzle to unlock special abilities, plus virtual merchandise.