George Ezra unveils ‘Gold Rush Kid’ metaverse experience on Roblox

George Ezra has invited fans inside a virtual experience and concert, designed in the image of his latest UK No.1 album, Gold Rush Kid.

The Gold Rush Kid Experience is now open on Roblox, a global online platform which brings millions of people together through shared experiences. Inspired by George’s love of travel, the event takes fans on a journey through the creative drive and inspiration behind the music, with curated environments adapting and reacting in real time to songs being played.

“I can’t wait for everyone to explore the incredible experience that we’ve created around Gold Rush Kid and see the album take on exciting new forms”, said George. “I’ve played shows at some incredible venues over the last few years, but this is going to be completely unique and really special. See you there!”

Fans who enter the virtual world before the concert will have a chance to explore the contextual landscape of the album, with the option to collect puzzle pieces as they go. A virtual merch (‘verch’) store will be available, stocked with items such as the denim jacket that features on the Gold Rush Kid artwork. Popular Roblox experience RoBeats will be creating custom, rhythm-based activities for five of George’s hits, past and present.

The virtual concert starts on Friday 29th July at 5pm BST (9am PT), repeating every hour until 7am BST, Monday 1st August (11pm PT, Sunday 31st July). Fans can complete competitive and collaborative tasks as the music plays, earning points which can be used to purchase items in the verch store. There will also be a live Q&A with George’s avatar following the premiere performance.

George Ezra’s Gold Rush Kid Experience was facilitated by Sony Music UK’s creative & strategy hub 4th Floor Creative, Sony Music’s Global Digital Business Division and Columbia Records UK, and built by metaverse development studio MELON.

“4th Floor Creative takes an insight-led approach to help our artists amplify their story,” commented Dorothy Hui, SVP, Digital & Audience Development for 4th Floor Creative. “George’s music is well-loved by fans of all ages and brings people together for shared moments of joy. The vivid imagery and narrative themes from Gold Rush Kid, along with our fan insight, provided the inspiration to collaborate with MELON and Roblox on a fantastical musical metaverse experience.”

“Columbia Records has focused on super-serving George’s younger fanbase as part of our broader Gold Rush Kid marketing campaign,” added Columbia Records UK’s Caitlin Fine, Senior Digital Marketing Manager. “This concert experience was the perfect opportunity to do that, whilst also bringing George’s live experience into the metaverse. It’s been incredible to work with Roblox, MELON and 4th Floor Creative to build this world — it really feels like an authentic extension of George’s Gold Rush Kid creative and it’s been special seeing it come to life.”

“We always aim to push the creative limits of immersive experiences in the metaverse, in ways that bring out the passion in fans and highlight the magic of that artist-fan connection,” said MELON’s President Josh Neuman. “We loved bringing George’s vision to life and working with this team to create something interactive and ridiculously fun for George’s fans.”

Enter the Gold Rush Kid Experience here.

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