H&M Virtual Universe BGYO Celestial Spaces

The music industry is undergoing a major evolution with the emergence of virtual concerts within the Metaverse

H&M,
2022

Touring the musical Metaverse: H&M's first-ever virtual concert

H&M and JOURNEE Create Music History with Epic Virtual Concert Featuring BGYO, Delighting Millions of Fans Worldwide

Bringing together the H&M Global Music Hub, the H&M Beyond team, H&M Marketing Philippines, and the world-famous boy band BGYO for a one-of-a-kind virtual concert experience. Millions of fans from all over the world were able to access and enjoy the spectacular show for free. The concert was a true celebration of music, as BGYO performed their biggest hits and wowed the virtual audience with their dance moves and electrifying performances.

Brief

The music industry is undergoing a major evolution with the emergence of virtual concerts within the Metaverse.

Today artists are beginning to realise the untapped potential of virtual concerts.

Together with Journee BGYO paved the way for other pop stars to explore this new frontier and engage with their fans at a whole new level.

Solution

The concert was more than just a music performance. It was a trendsetting fusion of art, fashion, and technology, all curated within the Metaverse.

Fans were treated to a stunning visual experience that was designed to be both immersive and interactive, blurring the lines between reality and virtual reality.

The event also showcased the potential for brands to use the Metaverse as a platform for marketing and engagement with their customers. H&M's partnership with BGYO and Journee demonstrated their commitment to innovation and their ability to stay ahead of the curve.

In short, the H&M x JOURNEE virtual concert was a game-changer in the music industry, pushing the boundaries of what is possible with technology and setting a new standard for virtual events.

Success

In addition to the PR effects, more than 11K visitors spent 12.30 minutes on average with a 98.2 NPS.

Furthermore, the merchandise sold out in 1 hour and more than 10k retweets made the event one of the top trending topics on Twitter in the Philippines.

The success of this virtual experience earned H&M the award of Top Fashion Initiative: Brand Engagement & Innovation at the American Metaverse Awards 2023.

12.30

Minutes average visit duration
10K+

Retweets, top trends on twitter in the Philippines.
< 1

Hour sold out merchandise
98.2%

NPS score

Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video • Watch the video •

Watch the video •

What they say about us

It is exciting for us at Journee to bring virtual concerts to another level, especially because we started to build our technology during the pandemic where no concert could happen.

Christian Mio Loclair

Co-Founder of Journee