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Why the Music Biz is Buzzing About the Metaverse | SXSW 2021

Cathy Hackl
Futurist, AR VR Author + Enterprise Strategy at Magic Leap
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SXSW 2021
March 17, 2021, Online, Austin, USA
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Why the Music Biz is Buzzing About the Metaverse | SXSW 2021
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About speakers

Cathy Hackl
Futurist, AR VR Author + Enterprise Strategy at Magic Leap
Zach Kardisch
Artist Manager at Maverick
Jon Vlassopulos
VP, Global Head of Music at ROBLOX
Ryan Ruden
SVP, Experiential Marketing and Business Development at Columbia Records

Futurist, speaker and author, Cathy Hackl, is a globally recognized augmented reality, virtual reality and spatial computing thought leader. She’s the #4 Top Technology Voice on LinkedIn (the highest honor on the platform). She currently works as part of the Enterprise Strategy team at Magic Leap where she helps drive Magic Leap's enterprise go-to-market strategy as the company engages and provides solutions for enterprise verticals such as Manufacturing, AEC, Automotive, Education, Healthcare, etc. Prior to that, Cathy was the lead futurist at You Are Here Labs, where she led agencies, brands and companies in applying Augmented Reality and Virtual Reality for marketing and training and worked with brands like AT&T & Porsche. Cathy is currently working on her second book The Augmented Workforce: How AI, AR, and 5G Will Impact Every Dollar You Make. She’s co-authoring the book with John Buzzell and the book is slated to be published in 2020.

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Zach is a music manager at Maverick Management whose roster includes top artists like Lil Nas X. His premier focus is to help artists develop and execute their creative visions through multiple projects, transitions and media. Zach’s first taste of the music industry was in high school when he started a not-for-profit concert in support of a friend who passed away from brain cancer. In recognizing the oncoming popularity of electronic dance music in the US, Zach began booking talent and promoting concerts in an effort to raise money for pediatric cancer research. From there, he went on to work at Sony Music, WME, and UTA, all of which gave him a well-rounded view of the entertainment industry and prepared him for his role at Maverick. In identifying new talent, Zach looks for groundbreaking, polarizing artists who push boundaries and go against what's considered normal.

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Now focused on building industry leading consumer startups and investing in the best female foundersRecognized Mobile, Music, TV and Advertising thought leader with 23 years global experience in UK, Asia and the US. Proven track record of turning companies around, helping companies launch new divisions, grow into new areas of business, create new revenue streams and establish a market leadership position. Continued tangible results have delivered multiple industry firsts in the areas of Music, Television, Gaming, Online, Advertising and Mobile. Fascinated by people and what people want, need or don't know they need yet. Always looking for new business models, new technology and new partnerships that can help facilitate amazing and engaging experiences that delight consumers.

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SVP, Experiential Marketing and business development for Columbia Records, a division of Sony Music Entertainment.Ryan pursues strategic marketing and business partnerships, with a focus on driving revenue and innovation in artist development. With an interest in identifying emerging tech trends and burgeoning online communities he’s found a niche incubating music partnerships for Columbia in the categories of gaming, kids entertainment, and social media.He’s responsible for creating breakout kid’s music brand/platform, Jam Jr. which reimagines kid-friendly pop songs for Gen Alpha with an emphasis on ‘voice’, social media, and education.

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About the talk

In the midst of the 2020 global pandemic, one of the biggest concerts ever took place in the virtual worlds of Roblox. Two-time Grammy Award winner Lil Nas X gave a performance debut of his new single ‘Holiday’ and other top hits, dancing and socializing with fans, and attracting over 30 million concert views in this revolutionary music experience. The concert’s unprecedented success was made possible by the Metaverse, a social and technological phenomenon driven by a new generation growing up online and global platforms paving a new way for people to be together, even when they can’t in person. Hear from a futurist and top music executives at Roblox, Columbia Records and Maverick Management how the Metaverse is shaping the future of music business, today.

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Hi, and welcome to the Y. The music Biz is buzzing about the metaverse to feature panel at South by Southwest 2021. My name is Kathy huckle. I am a futurist in the CEO of the Futures intelligence group and I will be your moderator today. I am joined by some of the world's top music and expected his tour shaping, the future of music, the music business today. So I'm joined by Jon jovi. Jon is the global head of Music I'd Roblox or he's eats the company's Partnerships with record label's artists management, companies publishing Publishers Brands and music start up at. We also have Brian

Ruden, Ryan is the senior VP of experiential marketing and business development for Columbia Records. A division of Sony Entertainment or he pursue strategic marketing and business Partnerships with a focus on driving revenue and innovation in artist development. And we also have sack artist. Zac is a music manager at Maverick management who works with top artists like little And his from your focus is to help artist develop and execute their Creative Visions to multiple projects Transitions and media. So I'm really excited to have all these three Visionaries with me today, to be on this

panel. So before we start, I want to come to share a quick little story on why I think this panel is important. So as a futurist, I spent a considerable amount of time, thinking about the future and looking at Trends and signals. And what I call features intelligence and during this pandemic just like many of you, I've been spending a lot of time at home with my kids and my kids are really become in some ways a window into the future and on November 14th of last year they actually got to experience something amazing. They got to experience a concert in Roblox their

favorite gaming platform and the artists with Lil Nas X which is one of their favorite artists. And it was a really interesting glimpse into the metaverse and into what's to come. And that's why I think this panel is very important not just for people in the music industry but for any company or brand that needs to be future focus and look towards what tour was coming. So with that in mind, I want to go ahead and start our amazing candle and start talking about the actual concert. So John let's talk with you from the robot perspective. Can you walk at 10 to what took place?

Who won the great to be here with everyone except he said last year in the beginning of started, more than spring is Roblox Roblox. You wanted to introduce more music to the platform which we haven't done before and it was the year of the pandemic so we wanted to do something fun. It was pushing the Roblox platforms to new levels and showcasing great new features that we have for the design and has two kids to connect in some ways. So we were looking for the

office that would, I would make sense if I had a fever and I think you would really connect with the audience that we reached out to our friends at 7 a.m. kind of stopped at a dialogue about maybe putting on. It was a very exciting year as we were flying a plane from to bring in for landing on the little people. Enjoy the show management involved involved with hockey team that I got together outside of company. In several teams in Roblox. It was a real takes, a village to bring it together in the end. I think I have

kids and my kids and many other kids. Your kids around the world which is kind of fun to think about it. We'll get into it. So we we were excited that the it was received the way I was received and Northeast. Yeah, it is personally my son was left speechless and if you have kids kids don't you were saying you know who usually have a lot to say if he was just so impressed with everything. So it was quite amazing to experience that Ryan and Zach. I put I want to go to you now and you know think about what

sparked your interest, the one Roblox comes to you and approaches you and say we want to put on a concert in the metaverse. This provision. This is what we want to do. What did you guys think? How did you know how did how did that go? So Ryan, let's start with you. I mean there's just so much opportunity within the Roblox space. I think it always starts with the artist creativision. So I think we're always on the Columbia Records. I thinking about how do we take an artist creativision and find new Innovative platforms and opportunities to share that Vision. I

think Zack will talk a little bit about this as well of trying to do things first. I did not, as always does a great job with that. But on the label side we're always trying to find new and innovative ways to do things first for artist weather at saw Forum Civic or a concert specific but I think it always really is driven by the artist creative first. So when Roblox came to us I think I was you have a 7 year old as well, who plays, but I just was so amazed by the

scale of their reach globally. So I think Not only two on the Columbia record side, we try to innovate but we always are very thoughtful about how do we reach an audience, Global 8. And I think very few platforms, have achieve that better than Roblox. Hoes are really exciting initial conversation when we wanted to marry audience, eyes and audience development with really, really brilliant and creative that that's to talk about. Yeah, I think to piggyback off of Ryan was just saying it's all about pushing, the artist vision and creative as

forward-thinking as possible and getting to work with an artist like Lil Nas X allows you to really do that when Roblox in Columbia came to management. And tonight, you know, I think I was a little unfamiliar with, with the app with the more that I talk to younger kids about it. They're like, of course, the robots everyday. And I started to really look at the social engagements and the activation is that they're able to pull off online. I think, particularly, especially that we were still in the middle of this pandemic. I think the big question was sitting on some really great

music. How do we allow a Nas to be the first at something? Get this music out in a way that's going to be impactful and I'm really cut through the culture and cut through the noise with the thousands of songs that are released per week. And this was just a this was just a no-brainer looking at the numbers, looking at the creative freedom, he was going to have and seen that Roblox hide behind them, to pull something like this off. This was something that this is how you release the song during a pandemic where you can get out and promote it in in the traditional ways that artist for

Easter. That's awesome in John so weird. Roblox provided, the platform, the framework, that the ecology to make this all happen. So how did you a work with Ryan is back to pull this off? So, so, yeah, I think, is anyone who's done new things in that leverage in technology, and, you know, what did this is quite complex Jake to bring the last. I think if it's ready to run his team and that's an awesome, sell a pleasurable experience when everyone was doing their

faces and bringing in a creative ideas to bed. So I can jump, it is a good team. Team experience was a lot of work. I think that was the magic that we hoping that approach of the projects of Music in general and he was used to taste, make that you want to do things fast. He was at, it was kind of crazy stuff that this magical Vision. So we hope that will come through the bad, but they were a bunch of things. I think that when we started the project we had, We ended up doing as we got closer. It, it,

it, it made it even more interesting and exciting like collaborations with our influences, which went really well on Tik-Tok and and that he will, we were trending on Twitter and I really child. And then everyone got more excited in more and more into it. He relented and Umbro his magic to the, to the, to the table. And I can I take as a starting point is it are things authentic to the platform, right? So, I think that's always a really good starting point and I think the music

releases at the audience. So there was a lot of due diligence by all the teams, just to make sure that everything fit within the audience for the platform and I think it really worked well. Trying to that point. So, sorry. Go ahead. And I, I was just going to say, I have been just for the uninitiated Roblox official gaming platform for kids, having an updated description, would be more of this type of Social and interactive entertainment. Platform experience, is the Ryans Point, what the kids are doing on the plan already was hanging out in these very

imaginative. Beautiful creative spaces, chassis with a friend hanging out with your friends. So that that's who experiences hanging out together music and the natural extension of that. We had a good sense that the kids would enjoy concert Cypress. Make a music concert felt. So for us as well, Fax from from NASA's perspective. You know how much creative input did he have the concert? What was the process for him? Yeah, it was extremely collaborative from from start to finish. I think, from from the minute that just

a little bit of creative was shown to him. Open up the door for him to really have a forward-thinking, stay on how he wanted us to look. And I think it was either John or Ryan. I mentioned this before, but as he got more familiar with how this is going to be looking, I was trying to work, she really liked me to it and and got a lot more subtle about it and you know I remember he wants to the he went to assume you went to to do the motion capture and that was the first time where he was able to really see a lot of different creative Decks & mood boards. The Roblox team

have been working on that was kind of taking what he had mentioned during creative meetings and I'll bring me not to life and showed him some of the animation and and how it will work when he gets into the motion-capture suit and then he did it and was able to see that played back on the screen. And you really start to get it. I think from their his range is probably exploded creatively and everything that you see in this performance from from the buttons on his suits, the color of the cat merchandise that was rolled out to the animated buildings that are taught me. Everything was was him

and his creative director, kodos Musa and the rest of the Roblox game working extremely collaborative to just make sure that the decision was elevated as much as possible. Yeah, and I think the notion in a, in the music business in the nineties and around. That is the most of them by for the most creative people over me. And I think with dst's at the moment you don't see have a bayou and you have a photo if you're not a thing of the play button to play on music

but not too many opportunities to really express. Your creativity Point having this message is, we're really it's only limited by your imagination. We can generally build a dream come true. So, incredibly creative mind and vision 7 in in how is that was released. You will literally running around that the music video or running around. So if not know of his head and his imagination, had the character in hanging out with your friends and citizens. Nancy's, we're excited about moving forward with just scratching the

surface with them. You know what? This and and keep pushing the limits for fines and cost. And I love the idea of music because you music comes out on a Friday and it can change the, you know, the world on a Wednesday like a few days later, it reaches so many people. So, the metaverse Indies types of opportunities, help scale a sharing of music and people engage in it quicker than anything else. You know. So, really, I think math and music are really languages globally that when you find the right platform to share the right creative in the

right songs, like things really connect in a meaningful way. I think it'd be really good to show. We have a video behind the scenes of the concert. So if we could out show that be great to kind of lead into the day of the concert, what's that Roblox? Lil Nas X lyrics to everyone who's bringing them right now from around the world. Hello, hola bonjour konnichiwa, I need house. Hey, if you will not sanction, real estate of my Roblox concert rehearsals.

This ain't no ordinary concert. I've got my whole face and body skin, cuz I want to look good for my first appearance on Roblox. I feel like anybody who does motion capture is going to be the favorite part of this new discipline on this too. I just did the choreo basically right there for the entire thing. That's a wrap for day once we're out of here. All right, that was amazing. How exciting. About the day off you know when they at the concert actually happened. So John you do for you at ROBLOX.

How did it feel working a Roblox that they like, with mission control kit? What can you share with us? Yes. I mean maybe Facebook about the the shoot and then we can talk about that. So just doing that align production. Drink had some challenges that has rehearsals and we shot it in in in Hollywood. So I think then just going back to see how much miles is leading in such a professional camera flashing, when we have to take the body and face scan that his is out of here

on the day with the overhead Mount and everything. So there's a bunch of people in the Bible and then he was so professional and seemed to be bringing bringing in a meeting at jumping food. And I did a lot of those some creative elements on the 14th of November nice. To be a TV producer of live interactive TV shows that was a control. Rooms to go back memories of that, we had a mission control on outside, we've been monitoring the platform and washing it in in real time. And I think just starting to see the socials myself and just

go through the kids to enjoy running around to the screenshots Christine price of the Austin Woods hearing stories, you'll Grant post on LinkedIn with the kids and it was it was just great. We could bring some symphonic Siteman and connect people around this. Great office in great event. I think just felt good on the river outside. That's also mean, I feel like I should be called Mission Control should be called Mission admission to the metaverse Food For Thought. They're so

Ryan, from the record label side of things. What does the day like for you guys? Yeah. So we're really lucky at Columbia. We have a lot of really strong cross-functional teams. So when we have a big activation like this is how do we activate across all the team. So there's going to be content that lives on Roblox but we had a really aggressive Tik-Tok strategy. You know what is the Press strategy? What is the YouTube strategy? What is the YouTube influencer marketing strategy? And then I think on top of that will work really collaboratively with John and Zack on like what is the digital

merch strategy and how do we create micro moments that other than shareable? But I think even whether you're in the metaverse OR at a live show, we try to be really thoughtful about Before the show right before the show and after the show. So there is a whole experience that a fan has, whether they're experiencing their first event live digitally or they're experiencing in real life. And what is that life cycle for the fan and how you put the stands first? And what are those kind of content touch points, along that Journey. So we

really had quite a large number of people internally trying to take Nas's creative that the back of the team helped cultivate and really have it reach across a variety of platforms. It culminating to a live full show on his YouTube channel as well. Awesome. Thank you, it's back. We actually have for still images of the concert and we'd love for you to kind of walk us through them. So we can show the first picture, that be great. Answer. So this is this was the first song that he wrote that was for the performance. It was his creative

for Old Town Road featuring Billy Ray Cyrus. And I remember having having to get super creative with the team and with nas about how to integrate Billy into this. Because obviously he was a massive part of this this moment. Billy Ray on an electronic, I am in the background and Nas is in his pink Versace. Looked at she wore on the red carpet at the Grammys has decreed that he wanted the styling that he wants to go for the Performing and it's kind of Western scenes just just like the song.

I saw me he did was rodeo and if you want to be still that you're sitting in your life for you based off his music video creatives. And so if it for this song which is Rodeo, it it's kind of his Take On The World of of of a vampire kind of creative and and you would see it. You'll see that music video that it's it's, it's that at night and it's very dark and, and vampire ask and I could be wrong. I think he might have mentioned that this was the, the coolest part for him of the beach is the weather. This transitions at the end with the the, the country

of the for breaking. But I know he was really sad about this one. Panini his second single after Old Town Road, it was the third song of the robot's performance. And again, very much based on the music video is his kind of take on this futuristic somewhat robotic, kind of world in the music video, their robotic dances around him. And, and in a way, they are all those little Roblox avatars, that users who were play me some live kind of served as those robotic, robotic background dancers, and it's just his,

his take on a futuristic, kind of world that he was living in for this ever. This last year which was the last time that we did it was his guest live with World near live show of his record new single holiday and it is obviously very esteemed around the idea of what holiday is and especially what that, what that means to Nas. And again, in the music video, it it's kind of like you're in the next toy factory tune extended and he wanted to lose Lee walk along that line for this

performance is Roblox and and just bring a lot of winter Vibes and then snow. And I think it'd be our avatars were able to throw snowballs at each other and they were really able to engage with, with nas in, in, in, in real time. That's awesome. Zach, and it from from NASA's perspective, like how did he experience the concert and I'd love to know how you experience it as well. It's interesting. So days are normally the most hectic, you know, you're getting to a venue your name soundtrack and probably some radio promo. This was a little different because we shop is at a time and,

you know, he didn't happen at a venue necessarily dealing with all that craziness, but I didn't the day was still really crazy but it in a good way. He was ecstatic, she couldn't wait for us. There was a showing at 1 p.m. and then 6 p.m. and then the next day at 1 p.m. again. And I know that he washed all three run through a few key was in the game as as an avatar interact with fans and commenting. He's very, very Savvy with Twitter and Instagram so he was simultaneously, making sure that he was promoting promoting the stream and an engagement fans

online. And for me I was also kind of doing the same. I was watching from home from my computer and is the first time that I Actually used Roblox, it didn't out of town and I also want three or four of the of the performances to do so exciting. I think that's all really good. I die. I think Zach highlights are really important point about Community. This idea that the metaverse offers an opportunity for people to get together it interacts with an artist virtually like I think Community that's what people are always seeking. Whether they're seeking it at like a Coachella or they're seeking it

at in a Roblox. First concert activation citing Zach highlights like some really important points of like how people emotionally connect in these different venues even if they're in the back of her son in a spiritual nature. But I think is there still this really deep human connecting components and when you give an artist interacting, who's in the chat who's as now that are interacting with users, it really amplifies. The experience I think for the end user to Can I adjust a tarot card? I also think there's something really special about how inclusive this whole

experience was, you know, when with a live show is it specific to a market and Country and maybe a kiss or available, everybody was able to join us and he was, he was able to feel that. And I think I feel that as well. Yeah. Now and I think I'm good on that point. That's the nice thing about the platform is actually a limited by geography and unlimited for the ticket. Remember a lot of the kids on Roblox is it as a good chunk under 18. So do these kids couldn't get into it in some venues if they're over 18 or 21. So

did the rubbing shoulders with your friends are going to the kids will go in a in a posse. So they're go with friends. The nice thing from your friends hang out and you see and the notion on Roblox with self-expression. Maybe a lot of people wearing, I was Avatar, as I think I was the Holiday Inn Express yourself, through the mess and I switch what really went on the platform and you can mystery run around and be with your friends and that notion of You go to a show with

a somewhat connected to the to the business in different ways and never have and probably never will. So we can deliver these Temple moments. Why just even dancing on the stage with nas was super exciting with your friends and people screenshotting knows and I'm posting them. So it's it's it's breaking down the barriers democratizing, it having more of these temperaments, little kids can go, oh my God, I was trying to make a real world, don't just the same on the individual platform, but even in a even better if we can I think things will hybrid open up

where I'm really bullish on this idea that people were going to start, allow fans behind the scenes behind backstage at live concerts but virtually right. So how are we taking some of this experience that's online and bring it into the last year as well? I did was going to be a really a lot of interesting Hybrid models that come over the next 12 to 18 months as well as the matter versus I'm not there. Just supposing that again live experience as well. I think it is really interesting. Yeah, and i n s s, I think, you know what, we dropped to get going on the platform

experiment with it. If you think about Atul Cycles are generally tickets, go on sale, maybe three months prior to the full movie long, that there's a super fans are buying at the reach them one by one and a meltdown at convincing 345 friends when you go with them a week out from the, you know, they stopped to go shopping and go to the show to have two, three, four, five hours. Is it from the excitement and then make it back and finishing it to Sugar crash and you kind of lost them. So we could do sales

tickets. Go on sale with your aggregating, millions of people in and wants to do and then you can have a bunch of free show. You can have the office come into many shows amas that you meet so the other fans get excitement and then if you'll have the real Shadow, maybe you can unlock the show after the show you on, lock the restaurant, the top music in a visit, it's a coffee continues online, Chief Keef, keep that relationship with your fans throughout. And if it's as cool as opposed to any

caring about you one show in New York at Madison Square Garden. You didn't actually care about the next year cuz maybe you're going into I'm going now as well you know where you see the showing in LA and then you see the show in London and you can keep the community going through a year to or an 18-month school which is which is pretty. Awesome. So I wanted to that point. I love to talk a little bit about the after effects like what came after the concert happen and it was a great success. But you know what was the user feedback on Roblox? With this have an

impact on March sales? And you know, I guess we'll talk to facts about music cells as well. And Ryan, what was he? The user feedback on Roblox Yeah, I think you know we wanted to do it again is it as a showcase for all the experiences might hypothetically? So this is all now I'm technology platforms. We wanted to be an inspiring inspiring moments and we're already seeing great experiences. There's been an increase in incredible. Music Experience is presenting roblox's again

milkshakes. Place will connect with Jen's Place. Prince Ayman is some in the community and the Press before and after would last five messages. Everyone. I think he enjoyed it. It was supposed to experience your experience. These people have that is for first-time. Kids experience successful in Roblox Sexy one s a t address if you don't with you. No lodging and you were launching a new song in the metaverse. Like what was the apple or where the after-effects of that? Yeah, it's really interesting because when, you know, generally music comes out on Friday's in and you sort of have a few

different benchmarks in the short-term. It's it's best if that first day stuff, Friday, and your kind of looking to see how quickly the number is jumping by a hundred thousand, two hundred thousand, you know, Roar by by millions of dreams for our next one is, is usually her on Tuesday when when the end of the weekend it's a Monday numbers come in and then obviously at the Thursday night, Friday morning when you have like those first week number is to really kind of see where it where do you go from there? Based on the success of the record, this one was really interesting because It's

not, it's not often where you have such a massive impact. On a Saturday or on the middle of the weekend. And I was really cool for us to see because the song did incredibly well out of the gate on that Friday, but once the performance impacted on Saturday, I think my Sunday and Monday, we were just Off to the Races antenna and it put the song on a track to become the hit. That it is and then it's goal now and it's on its way to be a platinum single and there was such a few of the fire at it and I think it's a lot of intangible things that you can't

necessarily get specifically out of data. But when you look at Nelson's brand and you see how impactful he is with with young kids and how friendly his brand is, you know, he is, he is a very, very artist. I need Grand kid-friendly Grand. Sorry. This experience with we knew that there was going to be a payoff, you know, we just couldn't really put our finger on it until until it unfolded and to see 10-15 minutes in a minute. After the performance arid going on Twitter, and, and calling him, the Roblox guy and seen her that she lead into the half for his

Twitter and his Instagram. He just discovered a new medium in his creative life. Honestly, set an extremely high bar, for the rest of us, to continue to launch music. How do I defeat the right people? Like Saxon Superstar artists on the label have a pretty big marketing. Mix when they're launching a record. So they've got their video, you know, other pretty large-scale activations, but it's just undeniable when you got 30 million kids globally, tuning in to hear something and hear from your first, you can really understand that.

It's exposing the record in a really new and Innovative way. I'm so they really supported it but I think again like it has to come back to the creative being right the video content being right all the audience being right? All those pieces have to fit first and then Roblox has Miss audience and this community that can help. You know amplifier, certainly amplifier song I think I'm going to put some of the pressure is was thinking about future shows, cuz I

have another point to mention with a medium to office box. So when we get to the 101 intro for Nas, the Roblox Robux and he was so good, even came out with mean generation and when you will probably be somebody that wants to, it is now a thousand on the platform. I think it's exciting. We will remember, let me know your days at Whistler when the celebrities are reaching that I would have been in front of us on Twitter or whatever. You'll see any more office to see a lightning

learning about how to find a new fans on the platform diving. It's it's it's really just the beginning of this whole new you wasting gauge. Wish I knew that that's great and I think I think it's worth definitely talk a little bit about how the pandemic impacted the music industry. You know what was 2020 like for for the artist? You know anything, but post-pandemic are virtual concerts here to stay. So anyone that wants to answer that. I think they're certainly here to stay, I think lie. You can't hold people back from Liv and I think there's a

lot of pent-up demand for people to get together once. Everything is organized and I think there's an incredibly smart Executives that work in the live sector but I think there's no way that virtual concerts don't do anything but grow, but I think the bar will be continually Evel elevated. I think everybody's competing for attention at a pretty high level. So I think it's really up to us collaboratively to find really strong creative labs valyuta subcultures and online communities to really grow. But I really Envision

long-term like this hybrid model, but I think online concerts and live streams in The Meta vs. It's going to get scale so much, I think. What we did in a year would have taken five or seven years. So you know with everybody being home every Everything, a lot of the technology is being collapsed in a way and we're all I don't think anybody appreciate how many changes. We've made to our lives that will then stick with us over time over the next few years, right? Like I I think all I had not all of them negative I think just how we purchase how we interact

with and all those things are really, you're not going to go away when we can open up a little more, they're going to really be ingrained in our culture in our lives, in a, in a good way, in a meaningful way. So I think concerts like this will continue to thrive, but I think the creative is going to have to get real continue to be elevated at each kind of Benchmark as we go. Yeah, I was supposed to say earlier that, you know, I think, as we move forward in this new medium, The word that comes to mind for me is accessibility

and I don't think I don't think people are going to stop going to see live shows. I don't think there will ever be any connection is the feeling of God or the desire for that. But like Ryan said I do think a time as this technology during the kids to John's going before who are it? Or maybe not 8/18 / 21 can't go to see a show, you know, as it becomes more accessible and injected into the homes of people in other technology now that, you know, there's a person and so why would an artist

Steve moving towards an integrated music into that as the scales? I think there will be A lot of exciting ways especially for Roblox to take advantage of Technology like this. And, and like Ryan said, the bar is definitely start really high. But if there is, if it's a creative, like what I was able to do Roblox, there will always be in demand. I agree with all that. Exciting thing is for kids music with music and music. I love Wembley Stadium Wembley Stadium, but I could travel there on Roblox, make a little jazz club in

Japan. Right now, we're in the 1950s television programming, hopefully in the next 18 months to years, as soon as we can get, it, going to come in. A small independent I'm here in the real community and a great way to express yourself and you will find them and I meet people who are into what you're into. So I think it's the platform ghost may be taxed in the future to divorce. Not to waste it to connect the fans. If I'm a fan of Nas and I can sub me meet fans and

in other territories, with other line with hangout kind of find my my crew. And I think it's great to be great for the fans music, great for office. If they can just get more connected to that the fines and hopefully get more kinds of music on a daily basis. Spray tan before we wrap up, I do want to get the protective from each one of you on the metaverse, you know? And how having this experience in the metaverse has change your point of view or things are going with your specific areas. In Industry, may be drawn from the gaming perspective would love

to hear from you first. I think we would lumped into being in in in the gaming industry. I think we're ready again. This type of social interactive experiences that have been built by our amazing developers around the world. Amazing musicians in office grandma. Rosa New Mexico, Marinas around the world and bring them straight to the teacher and helping express ourselves in in exactly ways to reach the office again. And the things that we think it's just the beginning. We got a lot of your time and we just now need to build a kind of tools and experiences to make it

easier for the music industry and Promises to the setup. And in the same way to set up on Instagram on tic toc they can keep it. And stalk Christina *, 100 million * I think is Zack from the artist perspective in art has been suspected of what are your thoughts? I think it's just a really exciting time and I I kind of talked about it before, but there's a lot of noise in the music industry. There's, there's so much music released on a weekly basis, and

it's very difficult to cut through, and to be an artist who stands for something. As we move towards a more friendly environment. There's hardest like Nas, who are first movers, who will get the really? I didn't need to continue to push the boundaries of what's possible to make music. Even more accessible than it already is too. Took the ring and across the world together to to one spot without having those fans travel. Like John was talking about early before and I think from management perspective, We works as managers we were so

closely with Ryan and end his semen. Ryan talked earlier before about cross functioning dozens of teams that exist. At Columbia, and it's an incredibly rewarding to be able to tap into that on a daily basis. And and I think it's it kind of I wouldn't call it a pressure, but it definitely looked like we talked about earlier raises the bar of it in opportunities that we're going to be friends. I will always help them, you know, their job to make the music, the more creatively involved. They want to be that's on them. And not someone who wants to be creatively involved, from,

from start, to finish the music of his marketing, everything that he does. And there's, it's a probably oversimplify, but it's just, it's just an exciting time for four artist of that level who will take advantage in in in, in the best ways. A lot of work for you. Definitely Ryan from the, from the record, labor, force active. Like, what are your thoughts and you know, what's coming down the line for you guys. Yeah, I need I think Zach said it really well, but I think what I'm so excited to see what's coming up in the metaverse

and I think we on the label side, always start with the music. I always put the artist first and I think if you get those things right, there's a ton of opportunities. I think Zach touched on this. That nice does really. Well, I think on the Columbia Records, I like, how do we say and the first live concert in fortnite, the first female Avatar concert with John, on the first label to book music for twitchcon. I think trying to go first on the label side as a priority but I think John and his team did an incredible job

driving an authentic audience, that really perfectly married against the creative. And I think for me, I'm most excited about what's to come Now I'm at last one, but all platforms for artists to find new opportunities, to reach, larger audiences, s scale and create a sense of community and intimacy Beasley from your home. You know, it's really going to be an interesting next 24 months. And Kathy said, if I may, I think the building on Ryan's point that once our sister would like to know that the pandemic live streaming

house is being comfortable with things in the beginning and now most optimistic as a representation of himself. So, I may get excited when we move from a kind of a pre-recorded to alive, he could help on and then be like, a potentially firm is supposed to be accessible and it's kind of Senses strapped to me. I can do it any clothing and more online and be connected on a Friday evening, when they feel, they want to share something. And then Let me connect me with that when this happens across multiple hospice and that I think is really exciting where they can have

friction in the middle, but if nog's inspired a, he jumps in his is suit and helps online and runs around and Joseph and doesn't show then. I think it really kicked into overdrive. I think that's a really good point, a to John, cuz as an extension of that then you have fans that have their own avatar and their own identity and they are on Creative that they kind of build themselves as part of an ecosystem, really? Right about that. It's a really exciting time. Any parting words? Before we wrap up the, the panel I think,

thank you everyone who hasn't cuz you know, he hasn't checked out. Any of the metaverse is a Roblox to either. Grab, you know, that the nearest teenager or someone in demo and getting to show you around this time because I think that's a huge, huge in a step between hearing about it, and then playing around and seeing it. And we just really excited for everyone in the music industry to bring it. Where is small? But growing team at roadblock. So we just love to hear all the creative ideas

after the industry and he's going to reach out. It was great working with Brian and, and that exact week, we definitely grow in length each. So we just want to keep learning and experiencing experimenting with this. New medium says, to keep the fans in the office able to express themselves as I have been medium. Kinetic, my closing words are more directed to the authority artist listening, or creators listening that there is no barrier to entry to go from, creating on Tik-Tok, are creating on Roblox creating music cuz I'm coming to Columbia

Records. So I would encourage you to go create Create audience through these different platforms and you can really share and kind of continued to grow from there. So I would just really encourage everybody to put content out, get creative. And you do not visit a parade sample of anything's, really achievable when you have a Clear Vision on on your music and creative, Yeah, I didn't get the last word, I won't say it better than you. But, you know, for those creators in an artist out there, or whatever it is, that you're passionate about, the resources

are are right in front of you, just just, just with your phone and that there's so much that you could be doing in content, is, is key in it and you never know what I want thing. Will lead to another and and just watch the face closely in and enjoy it together. If it's a really exciting time for nausea, not just music artist, but actors and actresses to geographers and, and photographers, and screenwriters, I can anyone who created what will find ways to to a lot of fun in this in this world

Awesome. And I want to thank the three of you for Albia panelist this amazing talk and 40 do really giving us a glimpse working on creating a glimpse of the metaverse isn't really fantastic. I also want to thank everyone that the tune in to see this session and you know I think we will all we will see all of you in the middle verse Thanks Agape Chevron.

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