Logitech’s Song Breaker Awards honor groundbreaking creators who shaped pop music through dance challenges, memes and trends shared on social media. My team and I brought the Song Breaker Awards to Roblox, to help celebrate creators, explore a new platform and show up where their audience was. In doing so, we created the first music awards show in the metaverse. We designed an immersive gamified virtual world, with moments of discovery, fun environmental pieces, rideables, earnables, AI NPCs, a massive custom selfie booth, a world-spanning roller coaster, and much much more. We integrated brand hits and product authentically into our environment and created Roblox avatar items that were sought after by players. Over three days, we ran a 30 minute awards show with a narrative through line, interactive moments for players, and multiple musical numbers. the experience was hosted by Bretman Rock and MeganPlays, featured ten social media stars, as well as guest appearances by Shroud and Jayden Smith. The show was headlined with metaverse debuts for Gayle and Lizzo in motion captured performances of ABCDEFU and Special, that were best on platform. The experience ran for less than a month, but received 7M visits and had an average retention rate of 24 minutes. It was viewed in 147 countries, gained 120 Million social and 1.9 Billion earned media impressions.