British pop artist Robbie Williams will celebrate his 25th career anniversary with a virtual concert in the Metaverse, using 3D virtual reality technology. Williams, who began his solo career in 1996, believes the Metaverse offers a gathering of a global fan base and creative opportunities. Williams has partnered with startup LightCycle, which aims to create a ”hyper-realistic virtual city” powered by artificial intelligence.

• Robbie Williams will perform for his fans in a virtual world to celebrate the 25th anniversary of his solo career, using the immersive virtual reality 3D feature of the Metaverse.
• It is the “next step” Robbie Williams in his musical career.
• The concept of music generated by artificial intelligence has been met with criticism from artists such as Ice Cube, and discussions about whether to play music generated by artificial intelligence at some of the major music awards continue unabated.

To reach fans around the world and celebrate the 25th anniversary of his solo career, musician Robbie Williams is preparing a unique performance in the Metaverse.

3D virtual reality (VR) will be a key element of the event, which will mark the 25th anniversary of his solo career. Robbie joins the ranks of artists who are harnessing the potential of the Metaverse to reach their fans around the world.

Building a global fan base

The English musician began his solo career in 1996. During 1990-1995, he performed in the band Take That. To celebrate his anniversary, the artist plans to use modern technology to reach his audience worldwide. According to the Daily Mail, Robbie Williams believes that fan interaction plays a key role and developing technology presents a fantastic opportunity to connect with a wide range of his fans. He also pointed out that the music industry can benefit greatly from new technologies.

The singer-songwriter expressed his interest in the Web3 space, which he described as a place full of creativity and enormous potential. He also noted that it represents a promising new market for the discovery of new music.

Robbie Williams has partnered with LightCycle, a software company that specialises in providing amazing experiences based on their previous successes in other projects. LightCycle is described as a “hyper-realistic virtual city” powered by artificial intelligence that aspires to be a central location for art, film, games, music, fashion, sports, real estate and retail.

Robbie Williams expressed his excitement at being able to see everything come to life in full 3D, and also highlighted the excellent work of the LightCycle development team (this is a brand owned by Vertex Labs).

Use of AI

That Robbie Williams is taking advantage of the technological advancement that is the Metaverse is not unusual. Having previously worked with Deutsche Telekom, another German digital company, he used artificial intelligence to process his 1977 hit.

Although the 49-year-old Williams had begun to feel more confident about AI, its application in creative fields, especially music and film, had sparked controversy. Some musicians have openly criticised this technology, arguing that it is lacking originality.

The concept of music generated by artificial intelligence has been met with criticism from artists such as Ice Cube, and discussions about whether music created by AI should be played at major music events around the world, such as the Grammy, have also sparked controversy. On the other hand, some musicians have embraced the technology as a way to improve music production, recognising its positive aspects.

Thanks to tools such as AI Loudly, even non-musicians can compose music using artificial intelligence.

The latest fashion

Performances in the Metaverse are gaining immense popularity and play a key role in connecting people globally. DJ Marshmello made his debut on the Metaverse Fortnite platform in 2019, even before the term ,”Metaverse” became widely known.

Other musicians such as Justin Bieber, David Guetta and Ariana Grande have also performed on Wave, Roblox and Fortnite platforms.

For Robbie Williams, this is another milestone in his musical career. “As an artist I’m constantly looking for new ways to develop, and this is the perfect step in that process.” – Robbie noted. Sara Ezen, CEO of LightCycle, released a statement about the concert: “We are very excited to host it at LightCycle. This concert is truly special.”

Artists and their fans can now communicate via the Metaverse, which has proved extremely valuable, especially during the restrictions associated with the COVID-19 pandemic. Even after these restrictions are lifted, it seems that musicians will continue to use this technology to interact with their audience.