Today, The Voice announced that it is entering Roblox, its third metaverse, with a Winter Fashion Line produced in partnership with ITV and Virtual Brand Group. The fashion line draws inspiration from the four current coaches — Reba McEntire, Gwen Stefani, Niall Horan, and John Legend — and their favorite musical genres of country, pop, rock, and soul respectively.
The line will have three separate drops, with one starting today, and feature a pop-up shop built in partnership with Dubit, a leading technology company and Roblox development studio. The last drop will be timed to celebrate the unveiling of this year’s The Voice winner, marking the end of the 24th season of the show.
In the pop-up shop, Roblox users will be able to shop for wearables interactively, mix and match outfits, and take selfies on the iconic The Voice red chair, which can then be posted to social media. The fashion line seems targeted at Generation Z, who make up a sizable portion of Roblox users, with 56% of the members of that generation saying styling of their avatars was more important than their IRL physical style.
Justin W. Hochberg, CEO of Virtual Brand Group, said in a statement that “building The Voice as a global fashion brand” is “key to the show’s strategy to be at the center of the zeitgeist” when it comes to global pop culture. According to Hochberg, fashion and music drive this culture.
Virtual Brand Group has been at the forefront of many brands establishing themselves in Web3, such as working with Forever 21 and Mattel. It introduced The Voice to the next iteration of the internet first in the metaverse Decentraland and later in Ready Player Me, a full-scale metaverse platform.
Roblox has continued its dominance in the metaverse space this year, reaching a record 70 million consumers daily. 1.6 billion digital fashion items were sold on the platform last year, with the platform reaching over 200 million consumers monthly.
The Voice Makes Big Strides in Web3 This Year
The Voice, a popular music competition, may not seem like the most likely candidate to wade into Web3 waters, but it has carved out its own niche in the metaverse experiences and merchandise sectors. To date, it has produced an installation in Decentraland and skins in Ready Player Me. With the new fashion line in Roblox, The Voice is showing its enthusiasm for the next iteration of the internet.
And there’s little doubt as to why. The metaverse, while still a relatively new concept, is popular among youth, especially Generation Z and Alpha. Roblox and Fortnite statistics attest to that. Over 60% of Roblox users are under the age of 16, and a similar percentage of Fortnite users are between 18 and 24.
That makes the metaverse a perfect location to appeal to a younger audience, one that will eventually have access to money and respond to different marketing techniques. They have different tastes as well, often preferring digital means of expression to the real world. Time will tell if The Voice’s Roblox venture is successful, but it seems likely given that metaverse’s popularity.