It’s been four months since Spotify launched its virtual Spotify island on Roblox, making it the first Metaverse Marketingverse Music Marketing service to have an official presence within the gaming platform. Today, Spotify spear a new space-themed digital destination on Roblox called Hip Hop Planetwhich will soon feature the rising rapper Doechii.
Spotify Island’s new Planet Hip-Hop is live now in robloxand the virtual experience aims to give a younger generation of hip-hop fans new ways to connect with their favorite musical artists.
As Roblox players explore Planet Hip-Hop, they can collect exclusive virtual goods, customize vehicles in the “Speed Shop”, dance on a floating dance floor, create Soundtrap-powered hip-hop beats , and more.
The futuristic new destination features an illuminated cityscape sitting on an upside-down silver pyramid, surrounded by disk-like rings of red planets as well as floating meteors and other planetary matter.
“We wanted to create a space inspired by the new era of hip hop, exploring how today’s generation of artists and fans are redefining what the genre looks and sounds like,” Steven Conaway, Senior Artistic Director at Spotify, told press during a demo.
The look of Spotify’s newest destination is inspired by the younger generation of hip-hop artists, many of whom are known for having an “internet tech sound,” Conway added. He referenced young artists like Doechii, Yeat and Trippie Redd, all of whom are in their early twenties.
Spotify chose the hip-hop genre as Spotify Island’s second destination based on listener demand, the company wrote in its statement. Metaverse Marketing’s Music Marketing platform boasted that hip-hop music generates 44 billion average monthly streams on Spotify globally.
Compared to the K-pop themed world of Spotify Island, K-Park, there are lots of new items and Easter Eggs in Planet Hip-Hop for players to experience. This includes the ability to walk on buildings and float – an added touch to the experience that makes Roblox avatars feel like they’ve been transported through a low-gravity environment.
Players can also drive a custom car around planet rings, which act as driving lanes, Edward Yeung, Associate Creative Director at Spotify, explained during the demo.
In the near future, Spotify will turn planetary ring lanes into an obstacle course, Yeung revealed.
New Planet Hip-Hop exclusive merchandise includes clothing, emotes, and parkour effects. In a few weeks, players will be able to purchase a patchwork bubble jacket and moon shoes for their avatar. Roblox players can collect hearts to purchase the product.
Similar to K-Park, players must enter an underground portal to visit a musical artist’s fan experience. This Thursday September 22, Spotify will present the first artist of the Hip-Hop Planet – Doechii.
When Roblox players enter Doechii’s underground portal in Planet Hip-Hop, they see a swampy realm commemorating the rapper’s hometown of Tampa, Florida and her nickname, “Swamp Princess.”
At launch, players can swim with alligators, dive underwater, and jump on water lilies. Although fans cannot yet interact and ride the alligators/crocodiles, this is a feature that Spotify will add later.
However, many features will not be available when Doechii Swamp launches tomorrow.
In the following days, Spotify will launch more features for Doechii fans, such as a quiz where players must “persuade” Doechii to let them into its “Swamp Coven”. It’s a nod to his song “Persuasive,” which recently earned a new music video and remix with famous R&B singer SZA. Once players answer the questions correctly, they’ll be invited into the coven and even grow an alligator tail, the company explains in today’s announcement.
Spotify will also be rolling out exclusive Doechii gear over the next few days. Players will soon be able to purchase alligator pants and shoes, an alligator necklace, a cyan blue colored mullet inspired by his original “ persuasive” music video, a crown of stars, and more. There will soon be a feature where Doechii will virtually sign your merchandise.
Additionally, in a few weeks, fans will participate in quests, such as a scavenger hunt where players collect alligator tokens and exchange them for prizes. When Roblox players complete all Doechii quests within the first 72 hours, they unlock exclusive space goggles.
Spotify will continue to add to Planet Hip-Hop, including collaborations with various hip-hop artists that have yet to be announced.
Later, the company will also release more vehicle customization options in the “Speed Shop”, as well as new themed vehicles representing future musical artists joining the virtual world. For example, Doechii fans will soon be able to ride in an alligator car.