BoAt and Digitas India hosted K-Pop concert in Metaverse ‘FloAtverse’
by EVENTFAQS Bureau Industry Watch | September 16, 2022 | News
boAt Digitas India ‘FloAtverse
BoAt and Digitas India hosted India’s first K-Pop concert in the Metaverse ‘FloAtverse’. The inspiration behind the concert is that boAt believes that passion lies in every street and every reel and talent that’s out of this world, deserves a platform that’s out of this world as well.
FloAtverse tapped into Gen Z’s obsessive passion for K-culture in India. Headlined by upcoming K-Pop idol, Priyanka Mazumdar, the concert included a performance of ‘Rock with boAt’. The Metaverse experience was opened by Rashmika Mandanna and hosted by K-Pop fanatic Radhika Bangia. Users were also given an opportunity to participate in several experiences to win exclusive discounts as well as a chance to fly to Seoul in South Korea.
Aman Gupta, Co-Founder and CMO, boAt said, “boAt has always pioneered live experiences for a younger generation and we have continued to do so by organising India’s first K-Pop concert in the Metaverse. Contrary to popular belief, the Metaverse can be experienced with just a smartphone and an internet connection, rather than a VR headset. Through FloAtverse, we created an experience that combines the cultural trend of K-pop with the latest marketing technology. I learned that K-Pop has a massive following in India through this initiative.”
Abraham Varughese, CCO, Digitas India said, “We didn’t want to just dip our toes into something new because everyone was doing it. FloAtverse was designed to be uncompromisingly relevant and give fans a compelling reason to interact with their favourite artists and their content in an alternate world. Ultimately, it delivered more than fleeting curiosity.”
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The Metaverse experience was opened by Rashmika Mandanna and hosted by K-Pop fanatic Radhika Bangia. Headlined by Priyanka Mazumdar, the concert included a performance of ‘Rock with boAt’.