iHeartTheMetaverse

Like it or not, virtual concerts are coming full steam ahead – and what better place to hold ‘em than in a game known for its emotes (aka dances). This week, iHeartMedia launched iHeartLand, its ​​first virtual world on Fortnite, as part of the radio giant’s larger Web3 strategy.

❤️🏢🎶 More deets… The virtual world includes a main stage, multiple mini-games, and an iHeart “headquarters” with a recording studio and replica of the tunnel entrance to iHeart’s NYC HQ.

• All concerts, mini-games, and other events in iHeartLand are free for players, who can also earn in-game “gold” to trade for items like fireworks and Boogie Bombs (iykyk).

☝️ One interesting thing: Despite iHeartMedia’s virtual world residing in Fortnite, it’s not sponsored, endorsed, or administered by Epic Games. Company execs told The Hollywood Reporter that the initial iHeartLand will serve as a testing ground for future versions on other virtual platforms, like Roblox or Meta’s Horizon Worlds.

🎤 Looking ahead… State Farm Park, the main stage, is set to host 20 virtual concerts over the next year. Things kick off on September 9 with a performance from Charlie Puth, who’ll debut new songs from his upcoming album.

+In the know: Virtual concerts are hot, hot, hot. Travis Scott’s Astronomical tour on Fortnite drew 27.7 million unique users, Lil Nas X’s Roblox performance was “attended” 33 million times, and Ariana Grande reportedly made $20+ million from the Fortnite x Ariana Grande Rift Tour.