Insomniac brings dance music to the metaverse via new partnership – Billboard
Insomniac Events, a global leader in live electronic music events, is pushing deeper into the metaverse via a new partnership with 3-D content studio Unity, it was announced Friday, March 11.
The flagship initiative of the partnership will be a new persistent metaverse world that will host a rotation of music events. In a press release, Insomniac says visitors to this space will be “immersed in nonstop music and play, and empowered to connect through self-expression, as dance culture expands. from the physical world to the virtual world”.
The lineup for this non-stop party metaverse domain has yet to be announced.
“Our vision is to create a social experience in which everyone is a poster child,” said Insomniac Founder and CEO. Pasquale Rotelle, referring to the “headliner” title the company bestows on event attendees, “where stories and music unite us in discovery, love and a true sense of belonging. Unity is helping us create a world-first experience for our community as we work together to deliver the next level of what the metaverse can be for entertainment and music.
“This partnership is the start of a long relationship that we believe will usher in a new level of interactive and immersive experiences in the world of live entertainment,” said Peter Mooresenior vice president and general manager, live sports and entertainment at Unity.
Rotella and Moore will appear in conversation at SXSW this Sunday (March 13) to discuss the partnership.
The project announced Friday marks Insomniac’s second foray into the Metaverse. The company previously hosted a digital version of its flagship festival, EDC Las Vegas, on the Roblox streaming platform last October.
As live event promoters around the world flock to the Web3 space, Belgium’s Tomorrowland also recently announced a partnership with global cryptocurrency exchange FTX to bring Web3 credentials such as NFTs and cryptocurrency initiatives at its countless events, including its flagship festival to be held in Boom, Belgium this July.