These days, Roblox is the place to be for artists and brands looking to attract younger fans. This weekend, Roblox players will be treated to the second annual Song Breaker Awards, which recognize creators who are shaping music through the content they share on social media, presented by Logitech For Creators in partnership with influencer Bretman Rock, who will be hosting the event.
Last year’s inaugural Song Breaker Awards were streamed on TikTok, and this year’s event will take things to the next level by taking place fully in the metaverse and will mark the first music award show to take place on Roblox — The Recording Academy recently hosted Grammy Week activations on the platform, but did not stream the full awards program.
Fans can already access the pre-show experience, where they can collect Creator Coins, earn badges to unlock rewards, and access the Logitech For Creators Virtual Store to buy merch like Lizzo concert shirts for their avatars.
The show proper will premiere at 1pm ET on Saturday, with three more performances replaying during the weekend. Grammy-award winning artist Lizzo will make her metaverse debut during the show with a performance of her new song “Special.” Singer-songwriter GAYLE will also perform and will be receiving the Song Breaker of the Year Award for her hit “abcde-forget-u” which has been the soundtrack of many a TikTok video.
“This year, we pushed the boundaries as we continue to reimagine what a creator-focused award show could look like,” said Meridith Rojas, Logitech’s Global Head of Talent and Entertainment in a statement. “In building this immersive program in the metaverse, we’re taking inspiration from the online communities blazing the path in web 3.0. It’s not a one-way conversation, it is a two-way experience bringing creators and their communities together to create.”
Roblox’s Global Head of Music Jon Vlassopulos added, “We’re always looking for new ways to bring unique, immersive experiences to our community. Logitech hosting the first-ever music award show on Roblox is exciting as we continue to push the limits of creativity on our platform and celebrate creators worldwide.”