Explore the groundbreaking intersection of music and the Metaverse in this 52-minute SXSW 2021 conference talk. Delve into the unprecedented success of Lil Nas X's virtual concert on Roblox, which attracted over 30 million views during the global pandemic. Learn from industry experts at Roblox, Columbia Records, and Maverick Management as they discuss how the Metaverse is revolutionizing the music business. Gain insights into the creative process, technical challenges, and future implications of virtual concerts. Discover how this new digital frontier is reshaping artist-fan interactions, music promotion, and live performance experiences. Understand the potential of the Metaverse as a platform for launching new songs and connecting with audiences in innovative ways. Examine the broader impact of this technological shift on the music industry and its potential to transform how we experience and consume music in the future.