Clarks returns to the metaverse with a virtual concert

UK shoe retailer Clarks is returning to the metaverse for a virtual concert with acclaimed Afrobeats artists, following the success of its CICAVERSE in 2022.

The ‘Beyond Worlds’ show will feature Nigerian superstar Fireboy DML, supported by singer Nissi and Cape Verdean American singer-songwriter June Freedom. Watchers will be able to “watch as their favourite artists transcend the physical limitations of a real-world performance, bringing a magical and
interactive show to life in three distinct worlds”.

The worlds represent unique interests and personalities of each artist. On top of the well-known hits, each of them will perform a new, never before heard track.

The concert will air on Fireboy DML’s YouTube channel on 18 May and will last 30 minutes.


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Tara McRae, Clarks CMDO says: “We are very excited to partner with one of the most electrifying Afrobeats artists, FIreboy DML, on this innovative, creative campaign and metaverse concert experience. We are always looking to push the boundaries in the social space and this virtual concert is a great example.

“Clarks Originals has been embedded in music culture for years but taking it virtual is a first for us. This is a new way to immerse our fans like never before and we couldn’t have chosen a better collective of musicians to do that with, with Fireboy at the helm. The best part is anyone can stream this live for free and join us on this fantastic experience.”

Clarks first entered the metaverse in May 2022 in collaboration with online gaming platform Roblox, offering users to interact, compete against each other and access exclusive content.

“The Clarks CICAVERSE will celebrate one of the brand’s most iconic, unisex childrenswear styles and inspire a whole new generation of fans via an immersive gaming experience on Roblox,” the footwear brand announced in a release.

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