An enduring theme of Music Ally’s coverage of whizzy new technologies: if an artist or label wants to explore them without blowing their entire marketing budget… find a brand to pay!

The latest artist+brand+tech partnership sees Charli XCX working with Samsung on a Roblox experience called Samsung Superstar Galaxy.

The idea is that fans visit it and complete various challenges and mini-games – guided by messages sent by Charli XCX to their virtual (Samsung, of course) mobile phone. It’s all building up to a virtual concert by the artist on 17 June, where fans who’ve done the best on the challenges will be dancing on-stage with her avatar.

Music is part of it: actual Charli XCX tracks for fans to dance to as part of the challenges. Samsung worked with developer Dubit Games’ Phase 90 team on the experience, which has already been visited 1.2m times since its launch on Friday.

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