Gaming platform Roblox has worked with a growing number of artists, but it is also forging partnerships with industry awards. The Brit Awards launched an experience on Roblox earlier this year, and now it’s the turn of the Grammy Awards.
Grammy Week on Roblox launched yesterday, developed by Dubit Games – the same company that worked on the Brits experience. The Grammys one opened yesterday (30 March) with sponsorship from Mastercard, and will include a virtual concert from Latin star Camilo as well as meet’n’greets with fellow past and present nominees Glass Animals, Walker Hayes, Poppy and Sofia Carson.
In common with other music experiences on Roblox, there will be mini-games and treasure hunts as well as virtual merch on sale. It all leads up to the awards themselves on 3 April. Roblox also noted that this is its “first brand-funded music activation” – a hint at potential for more experiences where brands foot the development costs for this kind of thing.