The metaverse continues to attract new brands of all types that hope to engage with new audiences — particularly younger demographics — through interactive experiences in virtual worlds. Roblox has been the platforms of choice for many brands, including Spotify and Samsung, while Epic Games’ Fortnite has mainly hosted one-off virtual concert experiences.
However, iHeartRadio has now launched a persistent entertainment space in Fortnite, dubbed iHeartLand. The space was built using Fortnite’s Creative toolset, and includes State Farm Park, a virtual venue sponsored by State Farm.
“Step into a world where music, concerts, podcasts and gaming collide on @FortniteGame! All the action takes place in iHeartLand at @StateFarm Park — the hottest new stage for music in the Metaverse,” the company said in a tweet.
The venue is located at the center of the iHeartLand island and features a large screen attached to the main stage that will stream “concerts, shows and programming from the biggest artists today.” In the announcement of the launch, the company shared that it plans to host 20 major events at State Farm Park, starting with a pre-recorded virtual concert featuring Charlie Puth on September 9th.
In addition to the venue, iHeartLand includes a red-carpet area where players can take selfies and view a countdown clock to the next big event, as well as a festival-like lawn with tents where players can use iHeartLand currency to purchase in-game items.
Players can earn currency (gold) by playing a variety of minigames such as a racing game and obstacle course. Fans will also have the opportunity to win special experiences through these games, including gameplay competitions with artists.
Future performances have not yet been announced, but following Charlie Puth’s virtual concert — his first metaverse appearance — he will be hosting an album release party where he will be debuting new music in advance of his next album, releasing on October 7th. Fans will also be able to participate in an interactive game hosted by Puth and test their knowledge of his music leading up to the events.