Get ready to sleigh in the metaverse with the iconic Cher! The legendary singer, known for her chart-topping Christmas album, is taking her festive vibes to a whole new level by venturing into the virtual world of Roblox. First reported by Billboard, the four-week extravaganza that kicks off today, December 8, and it’s a collaboration between Warner Music Group and the metaverse game experts at Gamefam.
Cher will be making her virtual debut in WMG’s music-themed Roblox wonderland, Harmony Hills. Picture this: halls adorned with dazzling holiday decorations, new seasonal locations, and exclusive virtual merch inspired by Cher’s most iconic looks. Tinsel hair, winter fairy wings, diamond antlers, and a winter crown – you name it, they’ve got it. The activation is all about celebrating three of Cher’s new Christmas tracks: the groovy “Drop Top Sleigh Ride” featuring Tyga, the enchanting “Angels in the Snow,” and the historic No. 1 hit, “DJ Play a Christmas Song.”
As players explore the festive Cher space in Harmony Hills, they’ll encounter a virtual Cher NPC (non-playable character) designed to match her latest album cover. And here’s the fun part – players can score these exclusive wearables by completing tasks like delivering presents, scaling Christmas trees, and engaging in epic snowball fights.
The Harmony Hills experience is the latest chapter in the ongoing collaboration between WMG and Gamefam, which began back in February 2023. The duo previously rocked Roblox with a Super Bowl concert featuring Warner Records rapper Saweetie, boasting a whopping 96 percent player rating and over 7.5 million visits in just one week. Bebe Rexha also took the virtual stage in July, drawing 8,300 concurrent users during her concert in support of the “Bebe” album.
With a staggering 70 million daily active users on Roblox, Cher’s plunge into the metaverse is a strategic move to connect with fans spanning across generations. Jacqui Bransky, vp of Web3 and Innovation at Warner Records, spills the tea: “Christmas songs have this magic that always brings families together, and we feel Cher’s Christmas album really captures that spirit.” Alli Guglielmino, svp of Growth at Gamefam, chimes in, “Cher is an everlasting, multi-generational superstar, and, after seven decades, Cher continues to find innovative ways to connect with a new wave of fans.”
As the curtain rises on Cher’s Christmas extravaganza in Roblox at 7 p.m. ET on December 8, it’s clear that she’s not just decking the halls but also breaking new ground in the metaverse. This event is just one highlight in Cher’s festive promotional journey, which has already seen her rocking performances at the iHeartRadio Z100 Jingle Ball, the Rockefeller Center Tree-Lighting Special, and the Macy’s Thanksgiving Day Parade. Cher is definitely sleighing the holiday season, both in the real world and the digital realm!
