State Farm Plants a Metaverse Seed With iHeartMedia


It is being hailed as a “groundbreaking partnership” aimed at redefining entertainment experiences in the metaverse, starting with Roblox.

So, what exactly does that mean? It’s a partnership that sees the nation’s largest audio content creation and distribution company team with a 100-year old auto insurance specialist on live experiences. This will be done through the combination of connectivity through major album releases, hit podcasts and interactive gaming.

Introducing iHeartLand from iHeartMedia, featuring inaugural participating sponsor State Farm.

Still not clear what the metaverse is and what this partnership with State Farm presents to the radio industry? Conal Byrne, iHeartMedia Digital Audio Group’s CEO, explains, “iHeartLand is designed to break down the walls between artists, creators, brands and fans in new ways that are only possible in the metaverse. We’re excited to build an entirely new world for our biggest creators and the biggest names in music to quite literally play with their fans.”

Byrne adds that the interactive experiences players will get in iHeartLand and in this new first-of-its-kind venue “will be incredibly dynamic and creative.”

He also points to State Farm’s “history of innovation in marketing and desire to continue creating memorable experiences for consumers” for making the partnership come to fruition. “Given our companies’ shared fundamental focus on community and neighbors, there was truly no other brand we’d choose to embark on this project with,” Byrne says.

State Farm Chief Agency, Sales & Marketing Officer Rand Harbert believes that, with iHeart, “we aim to create a space where fans can compete and collaborate to unlock once-in-a-lifetime experiences in a virtually limitless world of entertainment in iHeartLand.”

To celebrate the launch of iHeartLand, the new arena will kick off what iHeartMedia calls “a steady drumbeat of events where fans can expect performances, new music drops, interactive podcasts, exclusive collectible merch and special access to VIP experiences curated exclusively for metaverse players.”

Additional details about iHeartLand and the performance and event lineup will be announced closer to launch.


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