Glass Animals, Camilo, Walker Hayes and others will be involved
The Recording Academy has announced its official GRAMMY Week activations: GRAMMY Week on Roblox. Roblox is a global platform where millions of people gather every day to imagine, create and share experiences with each other in immersive, user-generated 3D worlds. The Las Vegas-themed experience — in line with the 64th Annual GRAMMY Awards taking place in Las Vegas for the very first time — will be held virtually from March 30th through April 3rd.
The activations, in partnership with Mastercard, feature artist avatar meet & greets, chats, mini games, prizes, and a performance by two-time GRAMMY nominee, five-time Latin GRAMMY winner and Latin recording artist Camilo. Camilo, the first Latin artist to ever perform on Roblox, is nominated this year for Best Latin Pop Album (Mis Manos). The partnership marks the Academy’s debut into the Metaverse and is Roblox’s first brand-funded music activation.
“When Roblox approached me, I immediately got very excited because this was the first time in my life that I would be doing something like this. I’m also grateful that I’ll be able to bring this unique experience to La Tribu, especially during GRAMMY Week. I was already incredibly honored to be one of this year’s nominees, and to perform in a completely new way in the Metaverse, brings it to a whole new level. I can’t wait!” states Camilo.
Mastercard’s multisensory branding approach is rooted in connecting to people in new environments, like the Metaverse. Users will see Mastercard branding and hear its sonic DNA integrated into the experience.
Features include a virtual concert by GRAMMY-nominated Latin artist Camilo; virtual artist meet & greets with Glass Animals, Walker Hayes, Poppy, and Sofia Carson; fashion items created with Roblox’s new Layered Clothing technology featured on GRAMMY red carpet area; mini games including treasure hunts; virtual merch items for users to win and purchase, themed around the GRAMMYs; and virtual quizzes users can answer to play along with the GRAMMYs experience.
The virtual experience kicks off on March 30th on Roblox.com or via the Roblox app.
The Recording Academy will present the 2022 GRAMMYs on Sunday, April 3rd live from the MGM Grand Garden Arena in Las Vegas on the CBS Television Network and streaming live and on demand on Paramount+ from 8-11:30 pm ET/5-8:30 pm PT. Prior to the telecast, the GRAMMY Awards Premiere Ceremony will be streamed live on live.grammy.com and the Recording Academy’s YouTube channel.
