KINGSHIP Roblox

Photo Credit: 10:22PM (Universal Music Group)

Remember those Bored Ape NFTs Universal Music bought at the height of the NFT craze? They’re finally ready to capitalize on the dead trend with a Roblox experience.

10:22PM, a joint venture with Universal Music Group, has announced a new “immersive experience” built around KINGSHIP in Roblox. That’s the name of the virtual band the JV has created around the NFTs. The experience launched in Roblox today.

Players start their journey by crash landing on an island paradise, then embarking on a quest to unite the band members. For the first six weeks, visitors to the KINGSHIP Islands can earn limited items and emotes for their avatars. There are also animated avatar heads and bodies for sale in the experience.

“For the first time, both KINGSHIP’s community and new fans can immerse themselves in the band’s world as they work to rescue the members and unite them in the Floating Villa,” reads the press release about the experience. “As they go through the Islands, fans will earn free accessories to style their avatars inspired by the band and other characters in KINGSHIP’s story.”

As the weeks progress, fans will be able to earn additional free limited virtual goods and experience official music produced by Hit-Boy and James Fauntleroy, who serve as co-executive producers and their sonic creative team, who oversee the evolution of the group’s music direction and sound. KINGSHIP Key Card holders qualify for special Roblox badges and Floating Villa access.

The KINGSHIP Islands experience is also one of the first experiences from a music group to support facial animation. It enables visitors to embody the band members throughout the Roblox platform with facial expressions mapped to actions. These emotes and facial animations are available to purchase in the experience—which is where UMG is making back the money it spent buying these monkey NFTs in the first place.