GRAMMY® Week on Roblox Included a Special Performance by Latin Recording Artist, GRAMMY Nominee and Latin GRAMMY Winner Camilo
The Recording Academy® announced its official GRAMMY® Week activations: GRAMMY Week on Roblox. Roblox (NYSE: RBLX) is a global platform where millions of people gather every day to imagine, create and share experiences with each other in immersive, user-generated 3D worlds. The Las Vegas-themed experience — in line with the 64th Annual GRAMMY Awards® taking place in Las Vegas for the very first time — was held virtually from March 30 through April 3.
The activations, in partnership with Mastercard, feature artist avatar meet & greets, chats, mini games, prizes, and a performance by two-time GRAMMY nominee, five-time Latin GRAMMY winner and Latin recording artist Camilo. Camilo, the first Latin artist to ever perform on Roblox, was nominated this year for Best Latin Pop Album (Mis Manos). The partnership marks the Academy’s debut into the Metaverse and is Roblox’s first brand-funded music activation.
“We are thrilled to partner with Roblox for our first-ever official GRAMMY Week experience in the Metaverse,” said Panos A. Panay, Co-President of the Recording Academy. “We are always looking to innovate and reach music lovers wherever they are, and there is no better partner for us to accomplish this than Roblox. Online gaming platforms are quickly becoming one of the most important music discovery channels for tens of millions of fans. As an Academy, it’s our priority to continue broadening where and how our members connect with audiences around the world. Plus, my 8-year-old twin daughters think this is amazing.”
“The GRAMMY Awards® are iconic and we’re delighted to bring the hottest music show of the year to fans across the globe,” said Jon Vlassopulos, vice president, global head of music of Roblox. “We’re thrilled to be featuring Camilo, our first Latin virtual concert performer on Roblox, giving the community new music and genres to discover.”
“When Roblox approached me, I immediately got very excited because this was the first time in my life that I would be doing something like this. I’m also grateful that I’ll be able to bring this unique experience to La Tribu, especially during GRAMMY Week. I was already incredibly honored to be one of this year’s nominees, and to perform in a completely new way in the Metaverse, brings it to a whole new level. I can’t wait!“ said Camilo.
Mastercard’s multisensory branding approach is rooted in connecting to people in new environments, like the Metaverse. Users will see Mastercard branding and hear its sonic DNA integrated into the experience.
“This marks the first of many immersive multisensory experiences we plan to bring to life in the Metaverse,” said Raja Rajamannar, chief marketing and communications officer of Mastercard. “As the No. 1 sonic brand and as a longstanding and passionate supporter of the music industry, we are thrilled to be teaming up with the Recording Academy. Likewise, we’re delighted to be partnering with Roblox to harness the power of technology and education with this one-of-a-kind GRAMMYs® event for music fans in the virtual realm.”
GRAMMY Week on Roblox Experience features:
- Virtual concert by GRAMMY-nominated Latin artist Camilo
- Virtual artist meet & greets with Glass Animals, Walker Hayes, Poppy, and Sofia Carson
- Fashion items created with Roblox’s new Layered Clothing technology featured on GRAMMY red carpet area
- Mini games including treasure hunts
- Virtual merch items for users to win and purchase, themed around the GRAMMYs
- Virtual quizzes users can answer to play along with the GRAMMYs experience