Billboard can share exclusive first details about Cher’s four-week event on Roblox that launches today (Dec. 8) in the latest collaboration between Warner Music Group and leading metaverse game developer Gamefam. Cher will head to WMG’s music-themed Roblox world Harmony Hills, which will have its halls decked in festive decor, add new holiday-themed locations, and launch limited-time virtual merchandise inspired by some of the superstar’s most iconic looks with tinsel hair, winter fairy wings, diamond antlers and a winter crown. The activation will spotlight three of Cher’s new Christmas tracks: “Drop Top Sleigh Ride” with Tyga, “Angels in the Snow,” and her historic new No. 1 single, “DJ Play a Christmas Song.”
Alongside a virtual Cher NPC (non-playable character) designed to match her new album cover, players can earn the wearable avatar merch by successfully completing tasks like delivering presents, climbing up Christmas trees and participating in snowball fights.
The Cher space in Harmony Hills is the latest launch in WMG and Gamefam’s partnership that kicked off in February 2023 ahead of a Super Bowl concert with Warner Records rapper Saweetie. Gamefam reports the concert holds the highest rating among any concert on Roblox with a 96 percent player rating, with the Super Bowl campaign earning over 7.5 million visits in one week. A Bebe Rexha concert in July in support of her Bebe album averaged 8,300 concurrent users amid its 4.3 million unique visits.
Leaning into the 70 million daily active users on Roblox marks a unique opportunity for a legend like Cher to reach across generations, including an entirely new audience and demographic, via festive and familiar holiday music.
“Christmas songs have this magic that always brings families together and we feel Cher’s Christmas album really captures that spirit,” explains Jacqui Bransky, vp of Web3 and Innovation at Warner Records. “We thought taking her music to Roblox would help expose her to a new generation of fans while simultaneously spreading joy. We wanted to make the whole experience feel like a story, something that really draws the audience in while still feeling authentic to who Cher is as an artist.”
Adds Alli Guglielmino, svp of Growth at Gamefam, “Cher is an everlasting, multi-generational superstar and, after seven decades, Cher continues to find innovative ways to connect with a new wave of fans…as Gen Z and Alpha turn away from traditional music consumption methods, there’s no better place to reach them than the metaverse gaming platform where they’re actively playing for 2.5 hours every day.”
Cher’s Christmas event on Roblox (launching at 7 p.m. ET on Dec. 8) joins her heavy promo run for the holiday LP that’s included performances at the iHeartRadio Z100 Jingle Ball, the Rockefeller Center Tree-Lighting Special and Macy’s Thanksgiving Day Parade.