Our objective – build a virtual experience in the metaverse that gave Olivia fans a new level of interaction and community, one that wasn’t possible just a few short years ago. We wanted to open an immersive shop where users could explore and purchase digital fashion items straight from Olivia’s wardrobe. Not only that, we wanted to create a small world where Olivia’s fans could connect with each other and the music. Our aim was to activate her fans in a way that hadn’t been done before – to release not just more content, but a whole space where they could consistently come together in their fandom, immerse in the world of Olivia, and then show off that fandom all across the platform.

We hoped to translate Olivia Rodrigo's vibrant personality and the emotional resonance of her music into an immersive experience. So, Sawhorse Interactive and Geffen Records partnered with Olivia to create "Party!!! At Olivia's Place," a virtual experience on Roblox.

But we had to get it right. If it wasn't true to Olivia, fans would be able to tell from a mile away. Olivia positions herself squarely between the rock and pop spectrum. Her music is emotional, but also gritty, raucous, and full of in-your-face attitude. While the vibe of “SOUR” was a teenager at the prom, the feeling of GUTS is the prom aftermath– messier, grounded, more adult.

That’s why we chose to keep her experience grounded in reality. Fans could explore the gutsy, grungey world seen in her music videos and lyrics. With stained carpets and lipstick-smudged mirrors, we created a vibe that felt “adult” and true to Olivia.

To draw in fans, we offered free limited digital wearables for completing a scavenger hunt directly inspired by the tracklist from her new album. Each item related to a certain GUTS track, and perfectly correlated with a cryptic IG post from Olivia herself. This let fans know that this experience was part of the broader Olivia ecosystem, and stoked the Roblox algorithm to draw in others.

We found that audiences craved a place to share in fandom. They found unreleased photos hidden on the walls, broke out in spontaneous karaoke sessions singing along with the artist's music, and shared their experiences in the artist's Discord server – which had a dedicated Roblox channel. We then utilized that channel to clue in the fan community about new UGC drops and music updates. Rather than a one-and-done release, we made the experience a conversation where Olivia fans felt included and prioritized.

"Party!!! At Olivia's Place" emerged as a groundbreaking venture, marking one of the first times an artist offered a shopping experience within Roblox. With 3 million visits, the project successfully amplified fans' connection to Olivia by allowing them to step inside the music, fashion and personality of their favorite artist.

The experience received widespread acclaim from fans and press, celebrating it as a pioneering move in artist-fan engagement in the digital age.

We showed that interacting with an artist can mean more than just listening to music – and set a new expectation for artist immersion. This case study exemplifies how innovation, when executed thoughtfully, can redefine artist engagement and pave new paths in the music industry.

3M+ Visits

38k+ Hours of Music Played

One of the first shopping experiences by an artist.