US broadcaster iHeartMedia is launching what it calls ‘iHeartLand’ inside Epic Games‘ hit video game Fortnite.
The virtual space is described by iHeart as “a state-of-the-art, always-on entertainment space where music and gaming collide”.
iHeartMedia, which generated revenues of $954 million in Q2 2022 (ended June 30), says that iHeartLand was developed by Atlas Creative, a game developer specializing in Fortnite Island development.
In press materials announcing the launch, iHeart notes that “this is an independently created experience in Fortnite and is not sponsored, endorsed or administered by Epic Games, Inc”.
iHeart’s latest metaverse move follows the company’s announcement in January that it was planning to expand into the metaverse with iHeart events and experiences on kids gaming platform Roblox.
In June, iHeartMedia teamed up with insurance firm State Farm to launch virtual experiences in the metaverse, beginning with Roblox. (Spotify also recently launched a virtual presence on Roblox).
The launch of iHeartLand will kick off with a special two-part performance by Grammy-nominated singer, songwriter and producer, Charlie Puth.
The virtual gig, which iHeart says is his “first concert in the metaverse” takes place on September 9 at 7pm ET inside Fortnite at iHeartLand’s so-called ‘State Farm Park’.
Over the next year, says iHeart, State Farm Park in iHeartLand will host 20 major events across the music and podcasting space including “unique artist-fan experiences” that can be unlocked through gameplay.
Puth’s event will also be followed by an album release party, with new music to be performed by the artist for the first time in ahead of his upcoming album CHARLIE (released on October 7).
According to the press materials announcing iHeart’s tie-up with Fortnite, Puth will also be hosting an interactive game “designed to test fan knowledge” leading up to his big shows inside iHeartLand.
“iHeartLand will feature a full calendar of music and podcast performances at State Farm Park that give fans a chance to play and interact with shows and artists in awesome new ways.
Conal Byrne, iHeartMedia
Conal Byrne, CEO of the iHeartMedia Digital Audio Group, said: “Our goal is to meet audiences where they are – delivering innovative, incredible programming to constantly challenge ourselves to take entertainment to the next level.
“iHeartLand will feature a full calendar of music and podcast performances at State Farm Park that give fans a chance to play and interact with shows and artists in awesome new ways.
“From interactive performances and intimate backstories to immersive game play, native to the platform – this new world allows us to extend the reach of today’s biggest creators, artists and personalities in groundbreaking ways, and is a big next step for iHeartMedia in expanding our engagement with our users.”
“We can’t wait for players to experience all of the incredibly ambitious content that iHeartLand has planned in the coming months.”
Matthew Henick, Epic Games
Matthew Henick, VP, Metaverse Development for Epic Games said: “What iHeartMedia and the team at Atlas Creative have created is a compelling look at a future of Fortnite where artists and brands can independently and authentically connect with fans in new and persistent ways at scale.
“We can’t wait for players to experience all of the incredibly ambitious content that iHeartLand has planned in the coming months.”
“I’m so excited to enter the metaverse for the first time in partnership with iHeartRadio and check out all iHeartLand has to offer.”
Charlie Puth
Puth said: “I’m so excited to enter the metaverse for the first time in partnership with iHeartRadio and check out all iHeartLand has to offer. It’s really important to me to connect with my fans in new ways and it’ll be a blast to all come together and have some fun.
“I couldn’t be happier to share this with iHeart and the fans who have been part of some of the most memorable moments in my career. See you there!”Music Business Worldwide
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