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H&M Virtual Universe:
BGYO Celestial Spaces

    Touring the musical Metaverse: H&M's first-ever virtual concert

    Virtual concerts taking place within the Metaverse are the next step in the evolution of the music industry. The coronavirus forced many artists to play virtual concerts of their live on-stage performances in 2020. While this may seem like a new development, virtual pop stars have been selling out both offline and online concert venues for years. Virtual artists’ human counterparts are only just beginning to understand the untapped potential of virtual concerts.

    As more humans enter the Metaverse and more virtual pop stars enter our world, the lines between physical and virtual reality become increasingly blurred each day.

    The music industry reached new spheres: H&M x JOURNEE bring BGYO fans from all over the world together in a curated virtual space concert.

    The strong collaboration between H&M GLOBAL MUSIC HUB, the H&M Beyond team, H&M Marketing Philippines, BGYO and Metaverse Platform Journee reached new spheres and brought the music industry closer to the virtual space. The band pioneered this new frontier for the pop world, and brought new levels of direct interaction with their fans.

    Brief

    Write some music history by creating a one-of-a-kind concert experience with H&M global music hub, the H&M Beyond team, H&M marketing Philippines and world famous boy band BGYO on 24th and 25th of September 2022.

    Allow millions of people from all over the world to access, watch, and enjoy a spectacular music show for free.

    Solution

    With the combined forces, expertise, and strong collaboration between H&M global music hub, the beyond team, H&M Marketing Philippines, BGYO and Journee, this project reached new spheres and brought the music industry closer to the virtual space. BGYO pioneered this new frontier for the pop world, and brought new levels of direct interaction with their fans.

    The concert did not only give access to users around the world - it also showcased a trendsetting fusion between art, fashion and technology in a curated space in the Metaverse.

    Success

    In addition to the PR effects, more than 11K visitors has spent 12.30 minutes on average with a 98.2% NPS score.

    Quotes
    • It is exciting for us at Journee to bring virtual concerts to another level, especially because we started to build our technology during the pandemic where no concert could happen.

      Christian Mio Loclair
      Co-Founder of Journee
    Statistics
    • Viewers spent more than 12.30 minutes on average in the virtual space.
    • The concert generated more than ten thousands of retweets on twitter, making it one of the top trends on twitter in the Philippines.
    • In the aftermath of this unprecedented success, the NPS score was as high as 98.2%.
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      • Groundbreaking Meta-Technology
      Groundbreaking Meta-Technology
      Our unique combination of cloud streaming, immersive design, and UX toolset creates the highest quality immersive experience on the internet while making it accessible for everyone through the browser.