JBL launched JBL Land on February 21, a new Roblox world that is built with sound at its core, aimed for players to discover, produce and celebrate their personal ‘Soundbytes’.
“By launching JBL Land on Roblox, we are giving our community tools for digital self-expression through sound. Not only can players explore the land as they customize their avatars, they can also create their own unique sound identity,” said Daniel Lee, Chief Marketing Officer at JBL.
“As our iconic brand steps into the virtual world of Roblox, we embrace new opportunities to further activate brand partnerships and events, and make them accessible to more people. We are thrilled to enter the virtual world of Roblox as we connect with a new generation of audio lovers on new platforms.”
These short snippets of sound – which could be anything from a reggaeton beat, to a puppy woof, or the JBL ‘Power-up’ sound, - can be mixed together by players to create their own unique tracks. Players can then add their Sounds to the Jukeboxes scattered throughout the land, where they can be discovered and celebrated by others. That way the soundtrack of JBL Land is created by the community, and Jukeboxes serve as mini-stages where everyone gets their spotlight.
The world will also feature a JBL Shop for in-world merchandise, where players can spend their JBLZ or Robux currencies on virtual items like headphones and portable speakers for their avatars.
JBL Land introduced three dynamic games, with more content planned to roll out as JBL Land grows. As part of the launch, JBL has partnered with the creator Robuilds to create a short movie, produced entirely in JBL Land.
The brand’s statement also reveals that JBL Land will host Roblox activations throughout the year including Snow Party game, Tomorrowland activation, Music Academy quest and virtual launches of new products.
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