Spotify built its own kind of metaverse by launching its own interactive island in Roblox.
This makes the music streaming giant the first of its kind to feature in the popular online game. Spotify Island, as its name suggests, is described in a press release as “a paradise of audio, where fans and artists from all over the world can explore the wonderland of sound.” , quests and super special merchandise.”
It basically acts as a company participating in an online community that allows users to interact with participating artists, such as virtual meet and greets, concerts, etc. Players also can complete quests, unlock exclusive artist-branded content, and even create their own music through virtual beatmaker stations.
I toured the island during an actual showcase. The vibrant forest area, painted mostly in Spotify’s blue, is essentially a background-focused mix of all things Spotify and music in general. I jump, bounce, and glide through the neon-tinted world sporting a “small person in a big world” theme thanks to building-sized trees and giant vines. A hollow lined with musical keys produces musical notes when I press them. Glide on the glittering path that plays its own tune.
Collecting dozens of “Likes” hearts on Spotify will open up new categories and regions. For example, scoring 1000 hearts will open a towering tree in the center for you to climb. Reaching the top gave me access to a device that allows me to change the time of day of the island (just for myself). You can also start your adventure by playing music from an in-game playlist. Interacting with the entire island is like playing with a giant musical instrument. While it presents small quests, it feels more like messing with a big toy than getting lost in a massive, immersive open world.
Spotify hopes the island will provide performers with another platform to interact with audiences while also being a new destination for creating and sharing content and merchandise. During the presentation, Spotify described its partnerships with artists as collaborative and flexible, saying it was open to marketing for acts of interest with no time to cut. omit any poignant details of their involvement. For example, Spotify helps design virtual goods for these artists, and the performers receive an undisclosed portion of the revenue.
Spotify Island will be hosting special events. The first of these will debut in the coming weeks as K-Park, a new area of the island that will highlight K-Pop by hosting South Korean boy band Stray Kids and singer SUNMI. Merchandise for SUNMI is now available with Stray Kids’ coming in the next few weeks.
Roblox users can access and explore Spotify Island starting today (no, you don’t need a Spotify subscription to access). Spotify plans to support the destination with new events, artists and content in the coming weeks and months.
For more on Roblox, read about the recent arrival of Sonic the Hedgehog into the game.
