ELECTRIC FEST
The first virtual music festival hosted by Walmart.
- ClientWalmart
- StudioVirtual
- Location Roblox
- CollaboratorsN/A
Walmart tasked Journey with staging Electric fest, a motion capture music festival experience celebrating self-expression through music. The event featured Madison Beer, Kane Brown and YUNGBLUD and was hosted in the Walmart Land Roblox experience.
The Brief
Create an immersive experience to engage the next generation of Walmart fans and connect with them authentically.
Our Response
Journey developed Electric Fest, a one-of-a-kind virtual music festival. Journey produced virtual avatars of Madison Beer, YUNGBLUD & Kane Brown.
The artists performed in a motion capture studio wearing bodysuits that recreated their movements on a virtual stage. Electric Fest launched in October 2022 as a three-day virtual music event and had over 100,000 visitors.
”We’re showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play. Roblox is one of the fastest-growing and largest platforms in the metaverse, and we know our customers are spending loads of time there. So, we’re focusing on creating new and innovative experiences that excite them, something we’re already doing in the communities where they live, and now, the virtual worlds where they play.” – William White, Chief Marketing Officer, Walmart U.S.
We’re showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play. Roblox is one of the fastest-growing and largest platforms in the metaverse, and we know our customers are spending loads of time there.
