Cher heads to Roblox

Cher has landed on Warner Music Group’s Harmony Hills world on Roblox.

In partnership with Gamefam, Harmony Hill has been decked out in festive décor to welcome Cher and her music to the metaverse.

Cher’s music will be heard at various venues and locations in the game, and virtual merchandise inspired by some of Cher’s most iconic looks will be available.

“Cher is a global icon and, here at Warner Records, we thought taking her music to Roblox would help expose her to a new generation of fans, while simultaneously spreading joy,” said Jacqui Bransky, VP of Web3 & Innovation at Warner Records.

“We wanted to make the whole experience feel like a story, something that really draws the audience in, while still feeling authentic to who Cher is as an artist.”

Alli Guglielmino, SVP of Growth at Gamefam, added: “With her new holiday album soaring up the charts, it’s a no brainer for Cher to turn to Roblox world Harmony Hills to interact with and introduce herself to a brand new audience of 70 million daily active users on Roblox – many of whom will fall in love just like every generation before them.

“As Gen Z and Alpha turn away from traditional music consumption methods, there’s no better place to reach them than the metaverse gaming platform where they’re actively playing for 2.5 hours every day.”