Step into the Metaverse

Introduction

On November 13 and 14, 2020, American rapper, singer, and songwriter Lil Nas X, also known as Montero Lamar Hill, appeared on the virtual stage on Roblox, the global gaming platform especially popular among children. As a first for Roblox, the concert attracted an incredible 33 million attendees, enjoying a unique performance inside the virtual world.³ For Lil Nas X, who is often regarded as a trailblazer, the virtual concert provided a unique opportunity to connect with millions of his fans when physical shows were not possible due to the pandemic. While in-person concerts are capped by the capacity of the stadium and the laws of physics, anything is possible at a virtual show to wow fans, and they can offer a magical experience. Lil Nas X debuted his new single Holiday during the concert, and by all measures, the virtual show was a massive success. It generated a lot of publicity for both Roblox and the rapper, launching a new entertainment format for Roblox and generating almost $10 million in virtual merchandize such as digital costumes, accessories, and avatar skins, which users could purchase using the in-game currency Robux.⁴

Lil Nas X appeared as a larger-than-life digital twin and transported users to four different themed worlds, from the Wild West to a Wintery snow-filled world. Roblox’s users regarded the unique experience well. Though some children would have wanted to watch the show alongside their friends, it was impossible to bring together all ...