We teamed up with Logitech For Creators to put on the second annual Song Breaker Awards—the first music awards show in the metaverse. The event honors creators who shape pop music through dance challenges, memes and trends on social media. We built an immersive world inside Roblox––for creators, by creators––that was open to everyone leading up to the main event. The world captivated the spirit of the brand with imaginite product integration in a gamified environment. Visitors could ride a rollercoaster shaped like a Logitech mouse, fly through the sky in a flying mouse car or hop across a stream by dancing across Logitech POP Keys. WIth expression and creativity at the core of the experience, players could take a giant selfie at the SelfieXL booth, displaying their avatar expression across the entire world. Visitors purchased more than 13,000 pieces of digital merch at the Logitech For Creators store, and all proceeds went to MusiCares, which supports the music community through preventive, emergency and recovery programs.

At showtime, 6.6 million visitors from across 127 different countries joined in for star-studded performances––3x more than other award shows on the platform. Icon and multi-GRAMMY award winner Lizzo made her metaverse debut on Roblox, performing her new song “Special.” Singer-songwriter GAYLE performed “abcde-forget-u,” one of the year's biggest songs. Beloved digital entertainer Bretman Rock hosted the 30-minute linear show and the average retention rate was a mind-blowing 24-minutes. We scripted, developed and produced the entire show, adding a storyline with gamification and interactive elements to turn attendees into active participants.