iHeartRadio is trying out a Fortnite ‘metaverse’ concert arena
Radio juggernaut iHeartMedia is launching its own dedicated space in Fortnite to host events and concerts. The virtual park, which has been given the rather obnoxious name of iHeartLand, is being developed using the game’s creative mode and will feature several different areas.
The park includes a main stage called State Farm Park (in collaboration with, you guessed it, insurance company State Farm), mini-games, and a digital “headquarters” for iHeartMedia. The mini-games could change as the park evolves, but the handful that will be featured on launch day include car racing, an obstacle course, and a building game.
The headquarters itself includes a virtual broadcast recording studio and a replica of the tunnel seen on iHeart’s real headquarters in New York City. There’s no mention of what the recording studio will be used for, but perhaps iHeartMedia presenters will drop into the digital space to record event commentary.
The State Farm Park stage features a massive screen for watching performances, a red carpet where you can snap selfies, and a lawn area with vendors selling emotes and virtual fireworks in exchange for gold (which you earn by playing mini-games). The gold currency is unique to iHeartLand, but it’s not clear if the emotes are exclusive or available elsewhere inFortnite.
It’s also worth noting that, despite the Fortnite creative mode being used to build iHeartLand, this is an independently created experience and is not sponsored, endorsed, or administered by Epic Games.
Twenty events are currently planned for the virtual world over the next 12 months, the first of which will be a prerecorded performance from Charlie Puth, showing on September 9th. The concert will feature new music from Puth’s upcoming
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