MTV opens Metaverse experience to promote Video Music Awards

The MTV Video Music Awards opens a virtual experience on the Roblox Corp.

Game platform.

The temporary installation is a companion to a new category that MTV has added to the awards show this year to recognize the best musical performance in the Metaverse.

The metaverse is a term used to describe virtual worlds in which people can use digital avatars to work, shop, and play. Brands including Wendy’s Co.

, Chipotle Mexican Grill, and Forever21 experimented with various digital worlds trying to understand the marketing potential of the metaverse, creating restaurants, stores, and experiences that users can visit and play within. Musical artists such as BTS, Charli XCX and Travis Scott have also held concerts on virtual platforms such as Fortnite, Minecraft and Roblox.

MTV, part of Paramount Media Networks, created the VMAs experience on Roblox to reach younger viewers and learn more about the platform, executives said. Roblox is a popular gaming platform for kids. MTV Entertainment Studios has already created a metaverse experience on Minecraft.

“One of the most exciting things about it is that it brings the VMA experience to people wherever they are in the world,” said Amy Campbell, Chief Marketing Officer of Paramount Media Networks and MTV Entertainment Studios. .

The VMA Experience will consist of three games, starting with one on August 12 and adding a new one every Friday until the awards show on August 28. Players can accumulate chances to vote for the best performance in the metaverse by collecting tokens with the MTV logo. throughout the experience and while playing the games.

MTV’s VMA Experience was created with Super League Gaming Inc.,

a game publisher that has previously made games for MTV and other Paramount properties.

“It’s for that slightly older Roblox player who’s starting to identify strongly with music and who’s really about to enter that entry point into becoming an MTV viewer,” Ann Hand said, CEO and President of Super League Gaming.

The rise of play-to-earn video games – in which players trade NFTs – offers a glimpse of how the metaverse could entice users with monetary rewards, and the pushbacks that could come with it. Photo illustration: Josephine Chu

Super League and MTV will promote the Roblox experience using social media, influencers who will share their gameplay, and other Roblox games through virtual billboards that can transport the user to the VMA experience.

MTV’s push into the Metaverse with an award show category and a Roblox experience will encourage the music industry to create more virtual experiences, some Metaverse scholars say.

“The fact that music is now flowing seamlessly into this space means that culture will follow quite closely behind,” said Lewis Smithingham, senior vice president of innovation at Media.Monks, a marketing services company owned by at S4Capital.

Write to Ann-Marie Alcantara at ann-marie.alcantara@wsj.com

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Appeared in the August 13, 2022 print edition as “MTV Music Awards To Dive Into Metaverse Using Roblox Platform”.

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