Five Examples of Music Live Events Leveraging the Metaverse

What Is the Metaverse?

The metaverse is a virtual world that exists alongside the real world, providing a digital space or service where users can engage in various activities and experiences. Users control avatars to communicate, play games, shop, and enjoy a wide range of activities unique to this environment.

Technologies such as virtual reality (VR) and augmented reality (AR) enable highly immersive experiences in the metaverse. This technology is applied not only to gaming but also to fields like business and education. Metaverse technologies offer users new types of experiences that aren’t possible in the real world. In the music industry, the metaverse is gaining attention as a tool for delivering entertainment experiences that go beyond traditional live performances. In recent years, the metaverse has advanced further, and expectations are rising for its impact as an industry that will significantly influence everyday life and society.

Three Distinctive Features of Metaverse Live Events

The metaverse aligns well with the music industry and became a focal point as a new format for music live events, especially when in-person gatherings were restricted. Metaverse live events have no participant limits and are accessible from anywhere with an internet connection, creating new business opportunities. Below are three core features of metaverse live events.

Feature 1: Performances Impossible in the Real World

Metaverse live events allow artists to deliver performances that are not possible in the physical world.

For example, artists can perform on enormous virtual stages or let audience members move freely throughout the event. The use of special effects and animations enables the creation of fantastical environments, making performances possible that are unattainable at traditional offline concerts. Demand for these experiences is expected to continue growing.

Artists can fly, teleport, or become gigantic—expressions not bound by the laws of physics. Audiences can control avatars, heightening immersion in the event. This freedom lets artists captivate audiences in ways not possible in reality, opening up new possibilities for musical experiences.

Feature 2: No Location or Time Restrictions

Metaverse live events are accessible from anywhere in the world with an internet connection. Unlike physical concerts, there are no constraints related to location, time, or transportation.

This allows fans separated by distance or those unable to attend in person due to physical limitations to easily participate. Since there’s no venue capacity limit, theoretically, there’s no upper bound for attendees. This helps artists reach wider audiences and allows fans to enjoy events without geographic or time barriers. Scheduling multiple performances for different time zones is also straightforward, ensuring global accessibility.

Feature 3: New Revenue Opportunities

Metaverse live events create new revenue streams for artists through NFT and digital item sales, as well as in-metaverse advertising.

Traditional concerts relied on ticket and merchandise sales, but metaverse events enable monetization through online channels and NFTs. Artists can sell limited digital art, virtual goods, and exclusive avatar items. In addition, advertising, sponsorships, and VIP experience tickets within the metaverse create diverse revenue models. This expanded earning potential supports artists’ ongoing activities and is expected to provide even more opportunities in the future.

Five Noteworthy Examples of Metaverse-Based Music Live Events

Music live events using metaverse technology are being held in a variety of formats around the world. Here are five prominent examples that highlight the potential and diversity of metaverse live events.

Example 1: Travis Scott’s Fortnite Live Event

In April 2020, the globally popular online game Fortnite collaborated with Travis Scott for a metaverse live event attended by millions of players, generating massive attention worldwide.

Travis Scott performed on a massive virtual stage in the game, featuring effects such as flying, swimming underwater, and floating in space—delivering visuals impossible in real life. Travis Scott-themed skins and emotes were sold as Fortnite items and even traded as NFTs. This event stands out as a successful case of leveraging a gaming platform for metaverse live events and had a significant industry impact.

Example 2: Sanrio Virtual Fest

Sanrio Virtual Fest is a metaverse event recreating the "Virtual Sanrio Puroland" theme park. The first event took place in December 2021, followed by a second in January 2023.

The second event featured artists like Airi Suzuki and SKY-HI and Sanrio characters such as Hello Kitty and Cinnamoroll, with collaborative performances between artists and characters. The event used the social VR platform VRChat, allowing participants to customize their avatars. About 100,000 people attended, with peak VRChat viewership reaching approximately 20,000. This event drew attention as a new entertainment model combining established IP with metaverse technology.

Example 3: Avex Land

Avex Land is a theme park set to open in The Sandbox, developed by Avex Technologies Inc. The project centers on interactions between artists and fans in virtual space, with plans for streaming live performances and fan meetings after launch.

Avex acquired virtual land equivalent to about seven Tokyo Domes to build a large-scale digital entertainment facility. In March 2022, the Metavex District LAND Sale offered NFTs related to Avex artists, letting fans purchase virtual land and digital assets. This initiative has attracted strong industry interest as a major metaverse project led by a music label.

Example 4: Metaverse Music Festival

The Metaverse Music Festival was held on November 10, 2022, by Decentraland—a blockchain-powered metaverse platform where users can freely buy, sell, and develop land.

The event featured approximately 150 artists, including Atarashii Gakko! Leaders, performing across multiple Decentraland stages. On the MetaTokyo stage, produced by the MetaTokyo cultural city project, Japanese artists like Kyary Pamyu Pamyu performed, sharing Japanese music culture with the metaverse. This event is recognized as a pioneering example of decentralized music festivals that combine blockchain and metaverse technologies.

Example 5: Kenshi Yonezu’s Fortnite Live Event

To celebrate the release of Kenshi Yonezu’s fifth album, STRAY SHEEP, a Fortnite live event was organized.

Yonezu’s avatar appeared on screen, singing in a sheep mask to visually express the album’s concept. The area around the screen was decorated with STRAY SHEEP artwork and characters, faithfully recreating the album’s world. This event drew major attention both in Japan and internationally, earning high praise as a new form of music promotion. Participants immersed themselves in the album’s world while enjoying the music in-game, offering an experience unlike conventional promotional methods.

FAQ

What Is a Metaverse Music Live Event, and How Does It Differ from a Traditional Online Concert?

A metaverse music live event is a real-time performance experienced in a virtual world. Unlike typical online concerts, participants can interact in the digital space, recreating the atmosphere of a live venue and fostering community. Joining as avatars enables global music experiences.

What Are Some Famous Examples of Music Live Events Held in the Metaverse?

Famous metaverse music events include Travis Scott’s 2020 Fortnite live show and The Weeknd’s Hype House concert in 2021. These events transformed music experiences in the digital world, enabling global fan participation.

What Technologies Are Used in Metaverse Music Live Events (VR, 3D, Blockchain, etc.)?

Realistic music experiences are delivered using VR and 3D technologies, while blockchain enables NFT ticketing and decentralized data management. Combining these technologies ensures safe, immersive live events.

What Can Participants Experience at a Metaverse Music Live Event? What Are the Benefits?

Metaverse music live events allow anyone to join from anywhere, delivering an immersive experience beyond simple viewing. Attendees enter the venue as avatars, interact with other fans, and enjoy performances in real time. Organizers also benefit from lower costs and the ability to reach a wider audience.

How Are Metaverse Music Live Events Monetized, and How Do Artists and Companies Generate Revenue?

Metaverse music events generate income through ticket sales, NFT items, in-metaverse advertising, and merchandise sales. Artists and companies benefit from direct participant revenue and new blockchain-powered income streams.

What Is the Future of Metaverse Music Live Events? Are There Growth Opportunities in This Market?

Metaverse music live events have strong growth prospects, with the market projected to reach about ¥1 trillion by 2026. Future developments will focus on improved immersion through technological advances and increased artist participation. Challenges include building technical infrastructure and keeping users engaged, but the outlook for market growth remains strong.