The media company introduced iHeartLand as “a one-of-a-kind location for gaming, live events, music and interactive experiences with popular artists” that is “built to feel like the ultimate block party.”
The company had signaled last winter that it intended to go after the metaverse and tokenized communities.
iHeartLand is an initiative of the iHeartMedia Digital Audio Group under CEO Conal Byrne. The site was created for iHeart by The Gang, a developer specializing in Roblox. Two major early partners are State Farm and Intel.
Each user gets a music studio to personalize and can “build their way towards a music empire” by searching the site for “sound energy” that lets them customize the studio and unlock upgrades and rewards toward becoming music tycoons. Users can also interact with others’ avatars and visit their studios.