Insomniac Events, a global leader in live electronic music events, is pushing further into the metaverse via a new partnership with 3-D content studio Unity, it was announced on Friday (March 11).
The partnership’s marquee initiative will be a new, persistent metaverse world that will host a rotation of music events. In a press release, Insomniac says visitors to this space will be “immersed in non-stop music and play, and empowered to connect through self-expression, as dance culture expands from the physical world into the virtual world.”
Programming for this metaverse realm of non-stop partying has not yet been announced.
“Our vision is to create a social experience in which everyone is a Headliner,” said Insomniac founder and CEO Pasquale Rotella, referring to the “headliner” title the company gives event attendees, “where stories and music unite us in discovery, love and a true sense of belonging. Unity is helping us create a world’s first experience for our community as we work together to deliver the next level of what the metaverse can be for entertainment and music.”
“This partnership is the beginning of a long relationship that we believe will usher in a new level of interactive and immersive experiences within the world of live entertainment,” says Peter Moore, senior vp and general manager, sports & live entertainment at Unity.
Rotella and Moore will appear in conversation at SXSW this Sunday (March 13) to discuss the partnership.
The project announced Friday marks Insomniac’s second foray into the metaverse. The company previously hosted a digital version of its flagship festival, EDC Las Vegas, inside the streaming platform Roblox this past October.
With live event promoters around the world rushing into the web3 space, Belgium’s Tomorrowland also recently announced a partnership with global cryptocurrency exchange FTX to bring web3 benchmarks like NFTs and cryptocurrency initiatives to its myriad events, including its flagship festival being held in Boom, Belgium this July.