. And the success of the collaboration has earned Warner Music Group’s senior vp new business and ventures-- who works with Roblox and other new platforms on behalf of WMG’s artists -- the title of"It was the culmination of months of hard work across Warner Music Group in partnership with Roblox and the band and their management -- a truly collaborative effort," Kamins tells.
There was an uptick in the band’s social media engagement, and a boost on YouTube where Roblox has a strong presence. It’s very early days for in-game social music experiences and we’re still in experimentation mode, testing the best ways to drive value for our artists through the interconnectivity between the gaming, social and music ecosystems. We take a holistic view of what a win looks like for a virtual event, factoring in things like revenue generated and level of audience engagement.
The most exciting part about working on interactive content partnerships is that we’re writing the playbook in real time. Each integration is a first-of-its-kind and so it’s critical we learn and iterate rapidly, something we’re very good at. The Why Don’t We event leveraged our experience from thelaunch party in September, and the next launch party will build on key lessons learned from both.
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