Splash / Tones and I Splash / Tones and I event showcases the future of artist-fan engagement

With more than 150 million monthly active users, and most of those very young, Roblox has carved out for itself an important and highly targeted youth audience. The extensible nature of the platform means that it supports multiple games worlds rather than a uniform gaming environment. Splash, created by Popgun, is a music centric gaming experience.

Warner Music Group used Splash to create a unique music centred gaming experience for its artist Tones and I. Included in the experience were a virtual venue, merch stores, and Tones and I music samples in the Splash music player that enabled fans to create their own versions of her song. Tones and I also made multiple real time appearances in the experience in the form of a games avatar.

Though the initiative did not replicate the scale of previous artist games events, notably Travis Scott in Fortnite and Lil Nas X – both Sony Music Entertainment artists – it was nonetheless a bolder vision that did more with building interactive fan engagement. It enabled fans to lean forward and interact and create. A next step would be for fans to be able to export their own versions of their favourite fans songs onto social media in order to amplify the fans’ creativity and artist brand.