iHeartMedia Debuts Metaverse Space iHeartLand for Concerts and Gaming on Fortnite

iHeartLand was built using Fortnite’s creative toolset and is iHeartMedia’s first metaverse destination.
Image source: iHeartMedia

Quick take:

  • iHeartLand will host 20 major events at its State Farm Park on Fortnite.
  • The event series will kick off with a two-part performance by Charlie Puth.
  • Players will enjoy a variety of competitive, fun and engaging minigames on iHeartLand.

American mass media corporation, iHeartMedia, has debuted its first metaverse destination on Fortnite, called iHeartLand. Built using Fortnite’s creative toolset, iHeartLand is designed to be a space where music and gaming collide. 

The virtual space combines compelling gameplay with a series of entertaining events, programming and unique fan experiences. Over the next year, iHeartLand will host 20 major events at its State Farm Park on Fortnite, which features a massive screen attached to the main stage where users will enjoy concerts, shows and programming. Additionally, players can snap selfies in the red carpet area.

The event series will kick off with a two-part performance by GRAMMY-nominated singer, songwriter and producer, Charlie Puth – his first concert in the metaverse – on Sep 9, 7pm ET.

Following the concert, there will be an album release party with new music performed for the first time in celebration of his upcoming album CHARLIE to be released on Oct 7. In addition to sharing information and new music from his upcoming album, Puth will be hosting an interactive game designed to test fan knowledge leading up to his big shows inside iHeartLand.

This entertainment venue combines major concerts, album releases, hit podcast events and interactive gaming so that fans can also enjoy experiences with their favourite artists unlocked through gameplay. 

iHeartMedia revealed its plans to expand into the metaverse in January as part of its overall Web3 strategy, starting with the creation of iHeart events and experiences for listeners and music fans on Roblox. While its plans for Roblox have yet to launch, it’s clear that iHeartMedia expanding its reach to younger audiences on these Gen-Z gaming platforms.

“Our goal is to meet audiences where they are – delivering innovative, incredible programming to constantly challenge ourselves to take entertainment to the next level,” said Conal Byrne, CEO of the iHeartMedia Digital Audio Group. “From interactive performances and intimate backstories to immersive game play, native to the platform – this new world allows us to extend the reach of today’s biggest creators, artists and personalities in groundbreaking ways, and is a big next step for iHeartMedia in expanding our engagement with our users.”

Created by game developer Atlas Creative, iHeartLand will develop a story of its own; undergo periodic changes and refreshes; and periodically introduce new minigames that will also provide an opportunity for users to unlock special experiences like gameplay competitions with artists. 

iHeartMedia reported $954 million in revenue in Q2 this year. iHeartLand will be free for players, but the company will monetise the virtual space through sponsorships and ad placements.

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