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George Ezra Unveils ‘Gold Rush Kid’ Metaverse Experience on Roblox



 

  • First complete incorporation of an album throughout hub and concert experience 
  • Virtual concert integrates gameplay, verch and artist Q&A session
  • Experience launches today, with performances starting on Friday 29 July, 9:00am PT (5:00pm BST)

 

UK chart-topping singer-songwriter George Ezra invites fans inside a virtual experience and concert, designed in the image of his latest UK number-one album, ‘Gold Rush Kid’.

George Ezra’s Gold Rush Kid Experience is hosted on Roblox, a global online platform bringing millions of people together through shared experiences. Inspired by George’s love of travel, the event will take fans on a journey through the creative drive and inspiration behind the music, with curated environments adapting and reacting in real time to songs being played. The virtual world opens today and celebrates George Ezra’s third consecutive UK number-one album, ‘Gold Rush Kid,’ which was released via Columbia Records on 10 June. 

Fans who enter the Experience before the concert will have a chance to explore the contextual landscape of the new album, with the option to collect puzzle pieces arounda snowy mountain-topped scene inspired by the album cover. Fans can access a chalet-style virtual merch (verch) store to collect wearable accessories that pay homage to songs on ‘Gold Rush Kid’. Items include sunglasses from the video to recent single, ‘Green Green Grass’ as well as the denim jacket that features on the album artwork. 

Other notable features include a Gold Rush Plane that leads fans to points of interest around the map, a photo booth where fans can pose and take selfie-style photos alongside George Ezra’s avatar, a quiz designed to encourage map exploration, and puzzle pieces hidden in secret locations. A platformer feature, known to the Roblox community as an ‘obby’, challenges fans to navigate their way through levels by jumping over gaps and avoiding obstacles. Additionally, popular Roblox experience RoBeats will be creating custom, rhythm-based activities for five of George Ezra’s hits, past and present. 

The virtual concert starts on Friday 29 July at 9am PT (5pm BST), with Ezra performing a recurring setlist, including tracks from his UK No. 1 album, Gold Rush Kid, that will repeat every hour until 11pm PT, Sunday 31 July (7am BST, Monday 1st August). The performance will see his avatar usher fans through different environments which reference each track. Fans will complete competitive and collaborative tasks concurrently with the music to earn points which can be used to purchase items in the verch store. Each concert experience will run between 15-20 mins, with fans able to participate in a short live Q&A with George Ezra’s avatar following the premier performance. The Q&A will then repeat after subsequent concerts.

Columbia Records UK artist George Ezra said: “I can’t wait for everyone to explore the incredible experience that we’ve created around Gold Rush Kid and see the album take on exciting new forms. I’ve played shows at some incredible venues over the last few years, but this is going to be completely unique and really special. See you there!”

George Ezra’s Gold Rush Kid Experience was facilitated by Sony Music UK’s creative & strategy hub 4th Floor Creative, Sony Music’s Global Digital Business Division and Columbia Records UK, and built by metaverse development studio MELON.

Dorothy Hui, SVP, Digital & Audience Development for Sony Music UK’s 4th Floor Creative, commented: “4th Floor Creative takes an insight-led approach to help our artists amplify their story. George’s music is well-loved by fans of all ages and brings people together for shared moments of joy. The vivid imagery and narrative themes from Gold Rush Kid, along with our fan insight, provided the inspiration to collaborate with MELON and Roblox on a fantastical musical metaverse experience.”

Columbia Records UK’s Caitlin Fine, Senior Digital Marketing Manager, shared, “Columbia Records has focused on super-serving George’s younger fanbase as part of our broader Gold Rush Kid marketing campaign. This concert experience was the perfect opportunity to do that, whilst also bringing George’s live experience into the metaverse. It’s been incredible to work with Roblox, MELON and 4th Floor Creative to build this world — it really feels like an authentic extension of George’s Gold Rush Kid creative and it’s been special seeing it come to life.”

MELON’s President Josh Neuman said: “We always aim to push the creative limits of immersive experiences in the metaverse, in ways that bring out the passion in fans and highlight the magic of that artist-fan connection. We loved bringing George’s vision to life and working with this team to create something interactive and ridiculously fun for George’s fans.”

Enter the Gold Rush Kid Experience here.

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