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Roc Nation to launch ‘The Harder They Fall’ virtual experience


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‘The Harder They Fall’ has just launched on Netflix: a Western film with an all-Black cast, and a buzzy soundtrack featuring the likes of Jay-Z, Ms. Lauryn Hill and Laura Mvula, courtesy of Roc Nation. Now the latter is gearing up to promote the soundtrack with a virtual experience created by startup Cybr.

Described as a “virtual metaverse experience” it’s based on the film’s setting of Redwood City, with recreations of sets and scenes from the film. There’s also a merchandise store, a game, and the full soundtrack to listen to.

Cast members are beaming in for a livestreamed panel discussion, with the promise of “additional surprise-and-delight moments” with actors and artists once the space opens later today (17 November).

As with Cybr’s listening party for artist Grace Weber earlier this year, the experience has been built for the web, ensuring fans can visit without having to download an app or use a VR headset.

Stuart Dredge

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