George Ezra has unveiled his incredible metaverse experience on Roblox, which invited fans inside a virtual experience and concert, designed in the image of his UK No.1 album, Gold Rush Kid. Inspired by George’s love of travel, the event took fans on a journey through the creative drive and inspiration behind the music, with curated environments adapting and reacting in real time to songs being played, and a live Q&A with George’s avatar following the premiere performance. In a first for Sony Music UK, the immersive Roblox virtual concert created a huge new platform for George that impacted globally – driving streaming, search and social engagement peaks.
Within the environment, fans are able to complete competitive and collaborative tasks, collect puzzle pieces, and acquire or earn points towards virtual merch from the bespoke store, stocked with items such as the denim jacket that features on the Gold Rush Kid artwork, and the fedora from the iconic video for ‘Listen To The Man‘ with Sir Ian McKellen.
“4th Floor Creative takes an insight-led approach to help our artists amplify their story,” commented Dorothy Hui, SVP, Digital & Audience Development for 4th Floor Creative. “George’s music is well-loved by fans of all ages and brings people together for shared moments of joy. The vivid imagery and narrative themes from Gold Rush Kid, along with our fan insight, provided the inspiration to collaborate with MELON and Roblox on a fantastical musical metaverse experience.”
This project is the result of a collaborative effort between Roblox, 4th Floor Creative, Sony’s Global Digital Business Division, metaverse development studio Melon, and Columbia Records UK. Caitlin Fine, Head of Digital for Columbia Records UK, said “It’s been incredible to work with Roblox, MELON and 4th Floor Creative to build this world — it really feels like an authentic extension of George’s Gold Rush Kid creative and it’s been special seeing it come to life.”
We’re excited to say that fans can now relive the concert on Vevo! Big thanks to the 4th Floor Production team for editing the concert film – check out the ultimate feel-good celebration of George’s musical journey below!