Cher‘s chart-topping Christmas album marked her first-ever vacation report — and now, the legendary singer will embark on one other first: a visit to the metaverse.
Billboard can share unique first particulars about Cher’s four-week occasion on Roblox that launches right this moment (Dec. 8) within the newest collaboration between Warner Music Group and main metaverse recreation developer Gamefam. Cher will head to WMG’s music-themed Roblox world Concord Hills, which may have its halls decked in festive decor, add new holiday-themed areas, and launch limited-time digital merchandise impressed by a number of the celebrity’s most iconic appears with tinsel hair, winter fairy wings, diamond antlers and a winter crown. The activation will highlight three of Cher’s new Christmas tracks: “Drop High Sleigh Trip” with Tyga, “Angels within the Snow,” and her historic new No. 1 single, “DJ Play a Christmas Music.”
Alongside a digital Cher NPC (non-playable character) designed to match her new album cowl, gamers can earn the wearable avatar merch by efficiently finishing duties like delivering presents, climbing up Christmas timber and collaborating in snowball fights.
The Cher area in Concord Hills is the newest launch in WMG and Gamefam’s partnership that kicked off in February 2023 forward of a Tremendous Bowl live performance with Warner Data rapper Saweetie. Gamefam experiences the live performance holds the best score amongst any live performance on Roblox with a 96 % participant score, with the Tremendous Bowl marketing campaign incomes over 7.5 million visits in a single week. A Bebe Rexha live performance in July in help of her Bebe album averaged 8,300 concurrent customers amid its 4.3 million distinctive visits.
Leaning into the 70 million each day energetic customers on Roblox marks a novel alternative for a legend like Cher to succeed in throughout generations, together with a wholly new viewers and demographic, through festive and acquainted vacation music.
“Christmas songs have this magic that all the time brings households collectively and we really feel Cher’s Christmas album actually captures that spirit,” explains Jacqui Bransky, vp of Web3 and Innovation at Warner Data. “We thought taking her music to Roblox would assist expose her to a brand new era of followers whereas concurrently spreading pleasure. We wished to make the entire expertise really feel like a narrative, one thing that actually attracts the viewers in whereas nonetheless feeling genuine to who Cher is as an artist.”
Provides Alli Guglielmino, svp of Development at Gamefam, “Cher is an eternal, multi-generational celebrity and, after seven a long time, Cher continues to seek out revolutionary methods to attach with a brand new wave of followers…as Gen Z and Alpha flip away from conventional music consumption strategies, there’s no higher place to succeed in them than the metaverse gaming platform the place they’re actively taking part in for two.5 hours each day.”
Cher’s Christmas occasion on Roblox (launching at 7 p.m. ET on Dec. 8) joins her heavy promo run for the vacation LP that’s included performances on the iHeartRadio Z100 Jingle Ball, the Rockefeller Middle Tree-Lighting Particular and Macy’s Thanksgiving Day Parade.
Gamefam & Warner Data
