Nicki Minaj has entered the metaverse with the launch of her first ever virtual shop in Roblox
Created in collaboration with metaverse studio Karta and Republic Records, the immersive 3D shopping experience coincides with the release of Minaj’s new album, Pink Friday 2.
In the virtual shop, fans can interact with Nicki Minaj’s music and purchase exclusive digital items. Users can explore a 3D shopping experience to buy exclusive emotes — expressive character animations for Roblox avatars — and digital items inspired by the artist’s iconic career moments and latest album.
For every user who visited the shop on the launch day on Friday (December 8), a virtual ‘BARBZ’ birthday badge was awarded, providing access to limited-edition items. Additionally, the first 100,000 visitors will receive a special free shoulder pet, celebrating Minaj’s birthday and album release.
The virtual shop also features built-in virtual photo opportunities, allowing users to take selfies and share them on social media. Various Nicki Minaj-themed user-generated content items, including fashion pieces like a white jacket, corset top, baggy trousers, ombre hairstyle, hairstyle headpiece, and short pink hair, will be available for users to try on or purchase.
Commenting on the launch of her virtual world, Minaj said: “I’m so excited to unveil this Gag City project, to give fans a new way of connecting with me and my music. This is the perfect way to celebrate the launch of Pink Friday 2 as my BARBZ will be able to dress up just like me. Can’t wait to see thousands of Roblox Nickis running around Gag City!”
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