Featuring hip hop artist Sweetie to highlight its digital experience.

While 2022 may have introduced the ‘metaverse’ to some, many major brands are still lining up to experiment with the immersive evolution of the internet with Web3.

The NFL is still on that list. Recently, the league announced plans for the first-ever virtual Super Bowl concert that features the vocal stylings and motion-captured movements of hip-hop sweetheart Saweetie. The Super Bowl weekend will be when the concert will be accessible for fans on Roblox.

On Friday, February 10, the free concert will open to Roblox users in Rhythm City – a music-themed social roleplay experience built on Roblox by Warner Music Group – home to Saweetie’s label, Warner Records. The concert will then replay 31 times, every hour on the hour, until Super Bowl Sunday.

“I’m really excited to bring this iconic moment to the metaverse and share my music with a whole new audience in such a unique way,” Saweetie said in a statement.

The NFL’s experiments on Roblox appear to be one component of a larger metaverse push for the sports organization. Ed Kiang, the NFL’s VP of Video Gaming, described the virtual Super Bowl concert as “an anchor entertainment event bringing fans together in the metaverse.”

The organization has previously dabbled in blockchain-backed endeavors with NFL All Day - an NFT collectibles platform built on the Flow blockchain in partnership with Dapper Labs, opened to the public in August. The collection has since generated over $70 million in sales.

In other news this football season, the NFL has also offered commemorative NFT ticket stubs at over 100 games in partnership with TicketMaster. Those NFTs can also be minted via Flow.