Clarks, in collaboration with Empire Music, is embracing the metaverse by organising a virtual concert called “Beyond Worlds: A Musical Metaverse Experience.” The aim is to provide their customer base with a unique musical event from the comfort of their homes. The concert will feature acclaimed Afrobeats artists including Fireboy DML, Nissi, and June Freedom, who will interact with the audience and perform both their popular songs and exclusive, never-before-heard tracks. However, there are concerns about Clarks’ target demographic, which tends to be families and older shoppers who may be less inclined to engage with this technology. To ensure success, Clarks must make sure their metaverse endeavours resonate with these demographics. The concert will be livestreamed for free on Fireboy DML’s YouTube channel on May 18, 2023. Clarks sees this virtual concert as an innovative way to connect with their fans and push boundaries in the social space.
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