Coldplay Celebrates New Album Moon Music With Fans on Roblox for the First Time
Warner Music Group and Parlophone Records partner with Gamefam on multi-game activation bringing influential rock band to massive audience on Roblox
October 2, 2024 – Seven-time Grammy winners Coldplay are headed to Roblox for the first time with a multi-game takeover starting Friday, October 4th, 2024 to launch their tenth album Moon Music, their first since 2021’s Music of the Spheres.
In partnership with Gamefam, the leading metaverse media company for Gen Z & Alpha communities, Warner Music Group and Parlophone Records, the activation will reach and engage millions of Roblox’s more than 79 million daily users in an immersive cross-game quest through four of Gamefam’s existing and highly-popular games – Car Dealership Tycoon, Tower of Misery, Starving Artists and Really Easy Obby.
Inspired by frontman Chris Martin’s original studio notebook for the album, the limited time event spans four of Gamefam's most popular Roblox titles, which have accumulated more than 6.3 billion visits to date. Players that drop in and explore these games, will get a chance to listen to new songs and complete exclusive Moon Music challenges to unlock a collection of out-of-this-world Coldplay-themed limited UGC items for their avatars.
“This unique partnership with Gamefam on Roblox delivers an exciting, interactive environment for Coldplay’s community, to explore and experience the band’s tenth studio album, Moon Music," said Rebecca Rees, Community Manager at Parlophone. "Coldplay’s music is all about connection, and this is a great opportunity to bring people together, crossing generational boundaries. The Roblox experience will provide an immersive adventure that reflects the spirit of the band’s music, making sure both old and new fans can feel part of the Coldplay journey."
Players will enjoy Coldplay-related features throughout the quest, including:
Car Dealership Tycoon: Unlock a Moon Music-themed electric car that plays “feelslikeiamfallinginlove” and jam out while cruising around town; collect Moon Music notebook drawings hidden around the city.
Tower of Misery: Navigate through a vertical obstacle course featuring moon-shaped platforms, and collect moon iconography throughout the course.
Starving Artists: Moon Music art fair takeover with exclusive installations and features celebrating the album; test art skills by competing in limited-time Moon Music fan art contest; vote on your favorite Moon Music fan art.
Really Easy Obby: Clear crazy obstacles without falling, and collect moons as they move through the obby; celebrate when you reach the winner’s room with Moon Music.
In-game rewards for completing quests include a Coldplay Alien Head (Car Dealership Tycoon), a Coldplay Crown (Tower of Misery), a Coldplay Heart Aura (Starving Artists) and Coldplay Moongoggle Glasses (Really Easy Obby). Players that complete every challenge across all four games will earn the ultimate reward of a Coldplay Angel Moon Head for their Roblox avatars. Finally, users that join Coldplay’s official Roblox group can earn an exclusive Moon Music-inspired aura.
“It’s great to see Coldplay, Parlophone and Warner Music Group embrace Roblox as the go-to place to engage Gen Z and Gen Alpha,” said Ricardo Briceno, Chief Business Officer of Gamefam. "Coldplay is one of the most iconic bands in history, and at Gamefam, we know the importance of engaging fandoms across generations. In today’s landscape, if you’re not building fandom on Roblox, you’re losing it – so when global artists like Coldplay are brought to life authentically in immersive experiences, they have the power to drive meaningful relevance with key younger audiences.”
The Coldplay takeover is the latest step in Gamefam and WMG’s highly successful history of bringing iconic artists and events into the metaverse with impactful experiences. These include launching Cher’s hit holiday album, the first virtual Super Bowl concert featuring Saweetie, and Bebe Rexha's top 10 virtual concert, all within the Gamefam and WMG-designed and operated Harmony Hills experience on Roblox.
Coldplay’s presence on-platform happens alongside the band’s smash hit Music of the Spheres Tour, which recently became the most-attended tour of all time with 10 million tickets sold. The Coldplay Moon Music Roblox Event is free to play and available on most gaming platforms, including consoles, PC, mobile and tablet devices, on Friday, October 4th through Friday, October 18th, 2024.
About Warner Music Group
Warner Music Group (WMG) brings together artists, songwriters, entrepreneurs, and technology that are moving entertainment culture across the globe. Operating in more than 70 countries through a network of affiliates and licensees, WMG's Recorded Music division includes renowned labels such as 10K Projects, 300 Entertainment, Asylum, Atlantic, Big Beat, Elektra, Erato, First Night, Fueled By Ramen, Nonesuch, Parlophone, Reprise, Rhino, Roadrunner, Sire, Spinnin', Warner Records, Warner Classics, and Warner Music Nashville. WMG's music publishing arm, Warner Chappell Music, has a catalog of over one million copyrights spanning every musical genre, from the standards of the Great American Songbook to the biggest hits of the 21st century. Warner Music Group is also home to ADA, which supports the independent community, as well as artist services division WMX. In addition, WMG counts film and television storytelling powerhouse Warner Music Entertainment among its many brands. Follow WMG on Instagram, X, TikTok, LinkedIn, and Facebook.
About Gamefam
Gamefam is the leading metaverse media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful metaverse media company, with 30 billion lifetime visits and 11 million average daily visits across its 30+ live-operated game portfolio on Roblox, Fortnite and other platforms. Gamefam has delivered winning metaverse strategies, games and campaigns with top IP partners including Paramount, Warner Music Group, the NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll. The company successfully created three of the top 10 branded Roblox games of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam’s top branded and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, SpongeBob Simulator, Deadpines: Zombie Survival, Obby But on a Bike HD, Super League Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Inc. 5000, Fast Company’s Most Innovative Companies, LinkedIn’s Top Startups, The Clio Awards, The Webby Awards and more. For more information, visit www.gamefam.com.
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Media Contact:
Kenny Mintz
Gamefam
