Karta, a pioneer in creating in-game experiences within the metaverse, is facilitating artists in expanding their reach on platforms like Roblox and Fortnite. Over the past few years, Karta has executed projects for Amazon Music, K-pop groups Twice and Blackpink, among others, within these virtual worlds. The company has recently established a Fortnite studio to collaborate with rights-holders from the music, entertainment, and sports sectors, aiming to create maps and games within the platform, offering new revenue streams.
Fortnite, a popular gaming platform, recently achieved a significant milestone with a record-breaking 44.7 million users logging in, totaling 102 million hours of gameplay, highlighting the growing significance of the metaverse in the gaming industry.
Karta recently secured a $1.1 million investment from industry figures with diverse expertise, including music, gaming, sports, and finance, bolstering its potential for further growth and innovation. In a conversation with CEO Erik Londré and co-founder Tony Barnes, both seasoned professionals in the music and digital realms, they share insights into the evolution of the metaverse and its implications for the music industry.
Erik Londré notes that Karta’s growth over the last two years has transformed a vision of the future into a reality. The company has expanded its team to 21 full-time staff and collaborated with global artists, sports teams, and brands. They emphasize the continuous improvement of platforms like Roblox and Fortnite, making them more accessible and suitable for creative and commercial endeavors.
Tony Barnes emphasizes that the metaverse is swiftly becoming a crucial component for artists, brands, sports teams, and IP owners seeking to engage with younger audiences. He likens the importance of a metaverse strategy to that of social media. The metaverse is not a futuristic vision; it’s actively evolving on platforms like Roblox and Fortnite. They also envision a more interconnected world in the near future, with technologies such as blended VR and AR playing an essential role.
When asked about transitioning from the music industry to tech, Tony Barnes emphasizes the familiarity of focusing on youth culture and connecting artists with new audiences through technology. His label background equips him with an understanding of artist teams’ goals, success indicators, internal dynamics, budgets, and licensing challenges.
Karta collaborates with artists and labels on metaverse projects through extensive research, aligning their strategy with the artist’s narrative and audience. They approach challenges with a marketer’s mindset, prioritizing long-term partnerships. They are honest about whether an artist is a suitable fit for a platform like Roblox, recognizing that even superstar artists may not always align with the platform’s audience.
The conversation also delves into the integration of music and gaming, highlighting the close connection between the two in youth culture. Deloitte reports that 42% of gamers listen to music while playing. Music has been a part of video games for years, and artists are now beginning to enter virtual worlds to connect with their audiences.
Karta’s recent funding from experienced and successful investors is expected to enhance the company’s operations and expand into new platforms and regions, capitalizing on the evolving metaverse landscape. Notably, Amy Thomson, a renowned music manager and marketer, is among the investors, contributing extensive knowledge, creativity, passion, and drive to Karta’s journey. The investment provides Karta with the agility to explore new opportunities emerging within the advancing virtual world platforms.
