20.4.2022
Telekom Electronic Beats (TEB), Deutsche Telekom AG's international music marketing program focusing on electronic music and international club culture, enters the metaverse and launches the "Beatland" virtual club experience on the Roblox online platform (NYSE: RBLX). Deutsche Telekom has thus become the first telco to create a metaverse experience on Roblox.
At the "Beatland" launch, DJ and producer Boris Brejcha will play a number of sets at the virtual club from April 22-24.
In addition to the club, users can also purchase digital items at the record store and watch short, animated films from selected artists at the cinema. Boris Brejcha, a DJ who has frequently played live sets across Europe, the U.S., and South America, will be behind the decks in the "Beatland" club in avatar form from Friday April 22 to Sunday April 24.
The "Beatland" world has been developed by The Gang from Sweden, one of the world's leading Roblox creator studios, in collaboration with Art Direction and Design Studio Yukiko from Berlin and animation artist Jack Sachs. The team worked closely with FSM (German Association for Voluntary Self-Regulation of Digital Media Service Providers) to create a virtual world designed with safety as a key objective.
As a result, the metaverse experience brings young people from across the globe together to experience music culture in a completely new way.
Users can get actively involved in role-playing activities in "Beatland" including taking on various virtual nightlife jobs in the "Beatland" world, such as record store manager, promoter, or club bouncer in avatar form. They can also buy different outfits for their avatars and various digital items ("verch") in the record store and in the Telekom Shop with earned Beat Coins, a virtual in-experience currency that is earned by completing activities within "Beatland".
The proceeds, raised through the sale of in-experience verch, are then used to expand, and enhance the overall "Beatland" world.