alfie templeman and Amazon Music will host a virtual festival within Minecraft on May 19.
The virtual event in the gaming world will mark the release of Alfie Templeman’s debut album, Mellow Moon (May 27).
Working with world building creative agency, Varuna Builds, Amazon Music, chess ClubAWAL and Alfie Templeman have created the world of Mellow Moon within Minecraft.
This world will host a festival incorporating emerging artists as well as some of Templeman’s friends. Each artist will perform one or two tracks with a custom in-game avatar and promote her appearance on their social media.
The lineup includes: all allL’objectif, Matilda Mann, Sirup, Todd Rundgren, Coach Party. Thomas HeadonPixey and the Vaccines.
Fans can join the experience from 6pm BST on Wednesday 18th May on the minecraft.alfietempleman.com multiplayer server. The functions of the festival will begin at 6pm BST on Thursday 19th May.
There are currently over 126 million active Minecraft players. The largest demographic in the game is 15-21 year olds, who make up 43% of the player base.
alfie templeman said: “Thank you very much to Mitch [Page, label relations manager] and the entire Amazon Music team for creating a Mellow Moon universe in Minecraft. I’ve been playing Minecraft for years so it’s amazing to see my album alive and kicking in that world and it’s amazing to have some of my favorite artists join me to play at this festival. I can’t wait for everyone else to see it. this now!”
Daphne Poon and Tom Prideaux in AWAL said, “It has been brilliant collaborating with the teams at Amazon Music and Varuna to deliver such an ambitious concept and tell the story of Mellow Moon in a fun and interactive way. Building in Minecraft allows fans to visit Mellow Moon while acting as a gateway to the young and potential audiences we’re trying to reach at this stage of Alfie’s development. We’re excited to see new and existing fans interact with Alfie’s world like never before!
Here, Ross Watson, head of label relations at amazon music UK, More opens on Minecraft event and streaming platform’s long-term support for Alfie Templeman…
What was the thinking behind this Minecraft initiative? Why did he fit in so well with Alfie?
“It is perfect for Alfie and the idea came from him personally and he has worked alongside Mitch Page on our label relations team to bring this to life. We are excited to help bring Alfie’s creative vision to life.
“Alfie is one of the UK’s most exciting young artists and through the innovative program Our goal is to support you in taking your career to the next level. In this case, we’re helping to give Alfie and his new album the opportunity to reach a global audience on Minecraft, where he can connect with his fans while also reaching a huge new audience. Breakthrough has always been an artist-driven show. Helping artists connect with fans through music, stories, culture and community is core to our mission, which is why it’s a perfect fit for Amazon Music.”
Have you looked at other Minecraft music initiatives? What makes this one unique?
“We’ve seen a lot of really cool shows and festivals in Minecraft to date, and we’ve also done a few things in the broader metaverse, including working with Easy Life at a concert in Fortnite. The music landscape of the metaverse is so vast and fast-paced that it’s hard to tell what’s truly unique, but what makes this one feel particularly special to us is the level of integration; bridging the dots between Minecraft and Amazon Music in the real world, through music, merch, and live streaming.
“Fans will be able to purchase Alfie’s album direct worldwide, with a virtual store that links to Alfie’s artist page on Amazon to purchase physical copies of the album, as well as our Breakthrough playlist. We will also be livestreaming the world launch with Alfie and his friends via the Amazon Music UK Twitch channel this Thursday. It’s a fantastic, fully integrated experience for music fans.”
Is Minecraft a key platform for artists with a young fan base? How can Amazon Music connect with this audience?
“We are seeing an evolution in listening behaviors among young people, and we need to respond to that by bringing music to where they are. In this partnership with Alfie, the Breakthrough UK playlist is integrated into the Minecraft experience and is available through our free levelso young people can dive right into the music of some of our favorite new artists, whether they have a subscription or not.”
How will the virtual festival connect with other platforms like Twitch? How will you amplify the content beyond the live presentation?
“The festival will be streamed live on Amazon Music UK Twitch this Thursday. [May 19], hosting Alfie and a few guests not only to talk about the upcoming album, but also to watch his avatar perform live from Minecraft. This is where our partnership with Twitch It really offers artists and creators as we are able to give Alfie more exposure to his target audience, while also delighting fans who can join the discussion in real time via Twitch chat.
“The world includes exclusive scavenger hunts and unlockables, keeping the world alive for a minimum of 30 days to ensure fans have time to discover all that Mellow Moon has to offer.”
The lineup is diverse – how did you and the label incorporate them as avatars?
“Once the conversation opened up and the ability to see themselves as in-game characters within Minecraft was opened up, there was nothing but interest from the artists and management to get involved. Alfie is a true artist’s artist, and he gained many fans throughout his career: his vision of who could perform at his festival was an eclectic group of artists who he also respected.”
How has Amazon Music supported Alfie so far as a new artist?
“Our support for Alfie has been evident even before we announced him as our latest revelation artist, our programmers have long been supporting your music in our ecosystem of playlists and stations. Prior to Breakthrough, Alfie was an artist we identified as one of our Artists to Watch in 2021.
“We’ve put Alfie in the spotlight through multiple OOH campaigns, including being on the cover of one of our flagship playlists and supporting last year’s mini-album Forever Isn’t Long Enough. Also, our first UK live broadcast with an in-person audience, Sessions IRL, featured Alfie Templeman as one of the performers.”