US – Tuning in to the rising popularity of metaverse platforms, rapper Snoop Dogg is releasing a virtual music video within gaming platform The Sandbox. The video for his song House I Built features Snoop Dogg as a voxel avatar and was created using The Sandbox’s free user-generated tools.
By opting to create a video within a metaverse, the artist will connect with a new generation and set of music fans in a way that feels accessible and reflects fandom in the digital age. Beyond this meta music video, Snoop Dogg is also using The Sandbox to share exclusive content. ‘Today in The Sandbox, Snoop Dogg is building the Snoopverse, a place where his avatar can perform exclusive concerts only accessible to his fans,' explains Arthur Madrid, CEO and co-founder of The Sandbox.
As metaverse spaces continue to inform the worlds of work, socialising and entertainment, Snoop Dogg’s virtual music video sets an example to other brands and individuals hoping to enter the meta-tainment field.
Strategic opportunity
Reflect on how Snoop Dogg’s music video makes use of The Sandbox’s in-built community tools. In the future, entertainers could take this further by including fans in the creation of virtual content and events