iHeartMedia will host Metaverse concerts in the virtual world “Fortnite” – The Hollywood Reporter

iHeartMedia has launched its first virtual world fortnite, called iHeartLand, as the company expands its marketing investments into the metaverse and a younger audience.

iHeart, which generated $ 954 million in revenue in the second quarter, first announced in January its intention to launch its virtual world on platforms such as Roblox as part of the radio giant’s broader Web3 strategy. Wednesday iHeartLand launch in Fortnite marks the first unveiling of iHeartMedia’s virtual world and will serve as a test bed for future iterations of iHeartLand on other world-making games, executives say The Hollywood reporter.

iHeartLand was created by game developer Atlas Creative using from Fortnite creative mode and includes a main stage, several mini-games and an iHeart “headquarters”, which includes a recording studio and a replica of the tunnel entrance at the iHeart headquarters in New York.


Players will be able to explore the virtual island, play games, take selfies on the red carpet and watch performances on the main stage, called State Farm Park, which will host 20 events next year featuring famous iHeart musicians and podcasters. At launch, the minigames will include a car racing game on an iHeart-shaped track, an obstacle course in the clouds, a construction game and a musical chair game that requires players to jump from different colored tiles and avoid to land on certain colors. Playing these games will give users the opportunity to earn “gold” which is a specific currency for iHeartLand on Fortnite and can be spent on items like fireworks and Boogie Bombs, a grenade-like item that makes players’ avatars dance.

But iHeartLand’s main draw will likely be the main stage, kicking off its series of events with a September 9th performance with Charlie Puth. The concert follows similar game performances by artists such as Ariana Grande and Travis Scott Fortnite, although Puth doesn’t appear as an avatar in iHeartLand like Grande and Scott did in their respective shows. Instead, Puth’s concert – which was pre-recorded at Burbank’s iHeartRadio Theater – will be a 2D projection displayed on State Farm Park’s main screen.

State Farm Park in iHeartLand

Courtesy of iHeartMedia

Along with the performance, which will feature new music from Puth’s upcoming album, fans will be able to take part in an interactive quiz game, where Puth asks a series of questions and fans can earn XP coins by answering correctly. A separate album release party for Puth’s next album, Charlie, will take place in iHeartLand on October 7th.

“As these artists come in, they are also very excited to reach this new audience because, keep in mind, it’s also a discovery platform for them to discover new music with the audience here at Fortnitesays Jessica Jerrick, vice president of business development and partnerships at iHeartMedia. THR.

iHeartLand will remain free for players, according to Conal Byrne, president of the iHeartMedia Digital Audio Group, which promotes the Fortnite the island’s ability to bring concerts and events to more people. “It was a way to capture events like Charlie’s and democratize access to them a little better using technology,” says Byrne. “There is no intention of blocking access to this on the road or anything like that. Actually I think it’s the other way around.

Instead, the company is able to monetize the virtual world through sponsorship deals and other advertising placements. At launch, State Farm holds exclusive naming rights to the iHeartLand arena on all of its iterations across various global gaming platforms, which will include Roblox in the future. In March, iHeart also partnered with Super League Gaming to sell advertisements in iHeartLand and other virtual worlds, which allows iHeart to receive a revenue share from all transactions facilitated by the partnership.

Alyson Griffin, vice president of marketing at State Farm, declined to share specific terms of the deal between the insurance company and iHeart, but the executive pointed to previous State Farm game rumors: “Jake from State Farm” appears in the issue. of this year. NBA 2K gaming, for example, and the company’s longstanding relationship with iHeart. “We want to learn. We want to try new things, we want to see how it evolves and we are committed to it, “Griffin says.” Obviously you don’t make a voice like this to do it for a few months. “

And based on user feedback and post-launch engagement, “iHeartLand and State Farm Park can scale differently and dramatically” based on what players “like and dislike,” said Gayle Troberman, Chief Marketing Officer. by iHeartMedia.

“The children come to the table and tell their parents about … [seeing] Charlie Puth’s show at State Farm Park and then they played this game and went down this tunnel? Troberman said. “It will be a success for us”.

Leave a Comment