NCT 127 to hold virtual concerts on metaverse platform Roblox

Boy band NCT 127 will hold virtual concerts on the metaverse platform Roblox from Jan. 28 to Jan. 30, the band's agency SM Entertainment announced Wednesday. This will be the first time for a K-pop artist to hold a concert ...

The poster for the boy band NCT 127's virtual concerts on metaverse platform Roblox. [SM ENTERTAINMENT]

Boy band NCT 127 will hold virtual concerts on the metaverse platform Roblox from Jan. 28 to Jan. 30, the band's agency SM Entertainment announced Wednesday.

This will be the first time for a K-pop artist to hold a concert on Roblox.

Titled “The NCT 127 Concert Experience,” the virtual concerts will play every hour, starting on Jan. 28 and 9 a.m., allowing fans around the world to enjoy the concert in celebration of the band's repackaged version of its fourth full-length album “Ay-Yo,” which will drop on the last day of the concert.

The virtual concerts will feature 3-D avatars of the nine NCT 127 members performing their hit songs, including “2 Baddies” (2022), “Kick It” (2020) and “Sticker” (2021).

Roblox also added new in-game items inspired by the band, such as limited edition avatars inspired by NCT 127’s performance outfits and dances and virtual light sticks for fans to show support as if they were attending offline concerts.

Other K-pop artists have previously utilized metaverse platforms to promote themselves.

Girl group aespa held a live concert and fan meet-and-greet on Naver's Zepeto metaverse service in 2022, in collaboration with footwear company Crocs. Boy band BTS and girl group Blackpink also collaborated with Zepeto to hold fan meet-and-greets and made the bands’ outfits available on the platform from 2020.

BY CHO YONG-JUN [cho.yongjun1@joongang.co.kr]