Tomorrowland comes to life in JBL Land on Roblox

Amsterdam, 25^th July 2024 - JBL brings the magic of legendary music festival, Tomorrowland, to the world of JBL and on Roblox as physical collaboration goes virtual. The partnership marks Tomorrowland's debut in Roblox with House of Fortune, a virtual stage modelled closely on the physical JBL stage at Tomorrowland, accessed by conquering quests and challenges.

Experience Tomorrowland like never before

JBL and Tomorrowland have created the new House of Fortune stage, where imagination and music converge in a magical universe. In JBL Land on Roblox visitors can find a meticulously designed virtual stage that mirrors this JBL House of Fortune. Visitors will be transported into an immersive experience, where JBL Music Academy artists performing at the physical stage will also give virtual performances. Visitors can even control the lights during the shows, either individually or teaming up with friends.

Embark on new quests and adventures

For the first time in JBL Land, fans will embark on thrilling quests, featuring engaging narratives and multiple mini-games. The adventure is led by Raya, the mythical hostess of House of Fortune. As her caravan travels from Tomorrowland to JBL Land, it is struck by a mysterious sound storm, fans are tasked with helping Raya retrieve her lost items, exploring every corner of JBL Land and the House of Fortune. By completing the quests, fans can unlock the doors to the House of Fortune, which reveals the stage and grants access to the interactive virtual festival experience. .

Special edition Tomorrowland Soundbytes

With the arrival of Raya, special Tomorrowland Soundbytes will be scattered throughout JBL Land. Fans can collect these short snippets of sound and mix them together to enhance their personal 'Sound'.

Physicaland virtual merch link up

The JBL Xtreme 4 Tomorrowland limited-edition speaker links physical and virtual experiences. Anyone who purchases this co-branded speaker will be able to receive a virtual version, for their Roblox avatar to showcase. By completing all quests, users can also win virtual items, such as the JBL Xtreme 4 Tomorrowland speaker and the Sound Seeker Cape.

Community and collaboration

Demonstrating the community spirit at the heart of both Tomorrowland and JBL, a special quest requires users to work together, embracing shared experiences in the virtual world. By collecting and donating JBLZ, the in-experience currency, they can ride a giant balloon offering breathtaking views of the Tomorrowland area.

"Since launching JBL Land in February, the Roblox community has embraced our interactive audio elements. Our innovative fusion of music and gaming, combined with this collaboration with Tomorrowland, is the perfect match to elevate JBL Land. House of Fortune brings a unique festival experience to Roblox, bridging the gap between physical and virtual worlds and offering fans incredible engagement and the magic of Tomorrowland," said Robert Jan van Dormael, Vice-President of Marketing Consumer Audio at HARMAN.

"We also continue to innovate how we are sharing JBL Land with the world and I'm delighted that this weekend will be the first time a brand has run a multi-market Roblox Portal Ad Takeover in EMEA"

Join the adventure in JBL Land

Now live on JBL Land and running for at least the next 2 months, the Roblox community can dive into this unique experience, combining the magic of Tomorrowland with the interactive thrill of Roblox. Whether exploring quests, enjoying performances, or sporting exclusive virtual items, JBL Land continues its unforgettable journey for all music and Roblox enthusiasts.

The virtual and physical House of Fortune will see a global lineup of JBL Music Academy alumni: ADMESS (Spain), Eole (France), Himanshu Kalwani (India), Idle Days (Belgium), Merow (The Netherlands), sickzombies (Indonesia), SUNZZ (Mexico), Tosca (Singapore/Australia).

See the magic of JBL Land x Tomorrowland come to life in this short video.

For more information please contact:   

Marije Bakker  

Director PR & Communications, Lifestyle EMEA   

[email protected]   

About JBL

For over 75 years, JBL has shaped life's most memorable moments at the intersection of music, lifestyle, gaming and sports. JBL elevates listening experiences with superior audio quality and product designs that encourage individuality and self-expression. With unmatched professional credentials and industry-leading innovation, JBL is a trailblazer in the audio industry because of passionate and talented engineers and designers around the globe. JBL Pro Sound is the foremost technology pushing culture forward through major pop culture events and partnerships with the world's top talent across music, sports and esports.

About HARMAN

HARMAN (harman.com) designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products, enterprise automation solutions; and services supporting the Internet of Things. With leading brands including AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon®, Mark Levinson® and Revel®, HARMAN is admired by audiophiles, musicians and the entertainment venues where they perform around the world. More than 50 million automobiles on the road today are equipped with HARMAN audio and connected car systems. Our software services power billions of mobile devices and systems that are connected, integrated and secure across all platforms, from work and home to car and mobile. HARMAN has a workforce of approximately 30,000 people across the Americas, Europe, and Asia. In March 2017, HARMAN became a wholly-owned subsidiary of Samsung Electronics.

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