After announcing earlier this year its intent to “bring immersive musical moments to the over 47M daily active users on the Roblox platform and launch its first tokenized community”, iHeartMedia has announced it is partnering with State Farm to launch “iHeartLand” on the platform.
The metaverse growth will feature “live experiences, combining major album releases, some of the biggest hit podcasts and interactive gaming”.
iHeartMedia and State Farm announced today a groundbreaking partnership aimed at redefining entertainment experiences in the metaverse, beginning with Roblox. This summer, State Farm is celebrating its 100th anniversary by stepping into the metaverse in collaboration with iHeartMedia to create the future of live experiences, combining major album releases, some of the biggest hit podcasts and interactive gaming in exciting new ways for fans.
“iHeartLand is designed to break down the walls between artists, creators, brands and fans in new ways that are only possible in the metaverse,” said Conal Byrne, CEO of the iHeartMedia Digital Audio Group. “As the leading brand for music discovery and popular culture, and the No. 1 podcast publisher globally, we’re excited to build an entirely new world for our biggest creators and the biggest names in music to quite literally play with their fans. The interactive experiences players will get in iHeartLand and in this new first-of-its-kind venue will be incredibly dynamic and creative. We couldn’t be more pleased to collaborate with State Farm given their history of innovation in marketing and desire to continue creating memorable experiences for consumers – and given our companies’ shared fundamental focus on community and neighbors, there was truly no other brand we’d choose to embark on this project with.”
“State Farm shares in the excitement,” says Rand Harbert, Chief Agency, Sales & Marketing Officer. “As the quintessential good neighbor, it only makes sense for State Farm to join the virtual neighborhood that is the metaverse. We’re excited to work with iHeartMedia to meet consumers where they are in a way only our two brands can. Together, we aim to create a space where fans can compete and collaborate to unlock once-in-a-lifetime experiences in a virtually limitless world of entertainment in iHeartLand.”
iHeartLand will be the premier destination in the metaverse for fans to interact with artists and creators while learning how to build their own music empire through competition, collaboration and connection with the biggest names in music, podcasting and entertainment. To celebrate its launch, the new arena will kick off a steady drumbeat of events where fans can expect performances, new music drops, interactive podcasts, exclusive collectible merch and special access to VIP experiences curated exclusively for metaverse players. Additional details about iHeartLand and the performance and event lineup will be announced closer to launch.
