Warner Music Group ( NASDAQ: WMG ) has announced "Rhythm City" - a persistent, music-themed "social roleplay" experience on Roblox ( NYSE: RBLX ).
Roblox users visiting Rhythm City will get a music/gaming experience that will allow them to choose from a variety of roles (music producer, DJ, or dancer among others) to compete in challenges with friends and others.
The experience, built in partnership with Gamefam, launches Feb. 4.
"As our lives become increasingly digital, exciting opportunities are opening up for artists and fans to engage and interact," said WMG Chief Digital Officer Oana Ruxandra. "WMG is focused on facilitating the foundations of these new experiences by building and experimenting across evolving ecosystems."
The virtual location will also host virtual concerts and events with Warner Music artists. The company's artists have engaged with the Roblox platform in the past, including Twenty One Pilots, Why Don't We, Ava Max, David Guetta, and Royal Blood.
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Warner Music launching 'Rhythm City' experience on Roblox