Logitech will host the first music awards show in the Metaverse

You thought Lizzo was larger than life on Saturday Night Live earlier this month? Wait until you see her in Roblox.

The pop sensation will be one of this year’s featured artists Logitech Song Breaker Awards, which airs Saturday, April 30 at 10:00 a.m. PST on Roblox, with three additional reruns over the weekend. The show will also be co-streamed on YouTube. This is, according to Logitech, the first music awards show to take place in the Metaverse.

This is the second Song Breaker Awards, a ceremony honoring content creators who influence pop music. It’s overseen by Logitech for Creators, a brand extension that markets microphones and webcams for content creators. Last year’s show aired on TikTok, amassing 500,000 viewers. This year, organizers say they expect the number to hit the millions.

Song Breaker Awards Global Countdown [Images: courtesy of Logitech]

“We created the Song Breaker Awards in response to the Grammys,” says Meridith Rojas, global head of talent and entertainment at Logitech. “We noticed that no one was talking about the creator. The creators of today’s TikTok are the DJs. They organize the songs. They invite platform users to jump on the trend or dance. Then, this craze turns the song into a hit.

The decision to focus on creator contributions proved successful. Billboard reached out shortly after the first awards show and turned Song Breakers into a chart that tracks creators’ impact on music discovery and consumption. And when the time came to start planning for the 2022 show, Logitech wanted to push the boundaries even further.

“The format of awards shows in general hasn’t changed,” says Rojas. “It doesn’t invite the consumer in. But the world we live in is very interactive. It’s about having a two-way conversation between the creator and the viewer. Roblox has this evolving landscape for . . . different ways to engage in entertainment in the metaverse. So for us it was a very good place to challenge us and put on an interesting show.

From Tuesday until the awards ceremony, Roblox users will be able to explore a pre-show experience that includes everything from badges and coins to swimming in a rainbow river and riding a virtual roller coaster.

And, in a nod to the platform’s gaming heritage, the Song Breaker Awards itself will have a story arc, complete with an evil cloud cat that viewers and creators will work together to defeat.

Additionally, all of the winners’ choreography was captured in motion and will be offered as emotes in Roblox.

As for the show itself, it will have both a mix of household names and names that might not be as well known. Lizzo, as mentioned, will perform her new song “Special” on the awards show stage. And singer-songwriter GAILLEwho became famous ICT Tacwill perform his chart-topping “abcdefu” (although, for Roblox family audiences, it’s called “abcde-forget-u”).

Singers and winners (GAYLE happens to be both) will appear as Roblox avatars, giving them the option of appearing as upgraded versions of themselves or something completely new. (For instance, David Vu will appear as a dragon.)

Other winners include:

Logitech and music awards might not be two things you think about simultaneously, but Rojas says events like this allow the company to raise awareness in a unique way that makes it more than one. mere spectator.

“For us, it’s about hosting the party and not always sponsoring the party,” she says. “If we can build our own [owned and operated] flagship events that represent what we believe in as a brand, it’s not like we’re always looking for the next place to talk about our products. »