Meta has decided to extend the reach of American rapper and singer Doja Cat’s “The Scarlet Tour” by bringing it to the metaverse.
In collaboration with The Diamond Bros, Meta’s initiative involves a virtual reality (VR) concert featuring Doja’s popular songs from The Scarlet Tour, such as “Paint the Town Red” and “Woman.”
The concert will take place in Meta Horizon Worlds’ Music Valley, a virtual space designed for immersive music experiences. Scheduled for January 20, from 5 pm to 7 pm PT, the two-hour event will be accessible for free to Meta Quest VR headset owners.
Doja Cat’s Scarlet Tour, supporting her September 2023 album “Scarlet,” had previously sold out. The VR concert provides an additional opportunity for fans to enjoy the experience.
This move into the metaverse is not Doja Cat’s first foray into Web3. In 2022, the artist collaborated with JBL on the “Fresh Fruit by Doja Cat x JBL” NFT initiative, featuring a collection of 3D fruit-themed JBL headphones artfully conceptualized by Doja Cat.
The rise of the metaverse gained traction during the COVID-19 pandemic, offering a means of bringing people together despite physical constraints. Now, it has become a new avenue for artists to connect with their fans.
Other artists have embraced the metaverse for performances. Renowned French composer Jean-Michel Jarre recently headlined “Versailles 400,” a festive hybrid performance blending reality and the metaverse at Château de Versailles’ Hall of Mirrors.
In November, American rapper Armani White hosted a live performance in the metaverse through the VRROOM platform, while DJ Carl Cox ventured into the metaverse in October with an exclusive 30-minute performance, “Intermundium,” on Sensorium Galaxy’s PRISM virtual hub.