Clarks to host digital Fireboy DML concert in the Metaverse

Global footwear brand Clarks is re-entering the Metaverse, this time with Empire Music, giving fans around the world the chance to watch a concert with acclaimed Afrobeats artists from the comfort of their homes.

Fans can expect to watch Fireboy DML, who will headline the event, supported by Nigerian singer, Nissi and Cape Verdean American singer-songwriter, June Freedom.

Tara McRae, CMDO at Clarks, said: "We are very excited to partner with one of the most electrifying Afrobeats artists, FIreboy DML, on this innovative, creative campaign and metaverse concert experience. We are always looking to push the boundaries in the social space and this virtual concert is a great example. Clarks Originals has been embedded in music culture for years but taking it virtual is a first for us."

The participating artists will transcend the physical limitations of real-world performances, bringing an interactive show to life in three digital worlds built to showcase the personalities and interests of each artist within the Metaverse.

Each artist will interact with the audience, creating an immersive experience as they perform their hit songs and never before heard tracks.

The 30-minute online event will be taking place on Thursday 18 May at 6:30pm on Fireboy DML’s YouTube channel.

With his contemporary spin on Afropop, R&B, dancehall and Reggae, Fireboy DML is one of the leading Afrobeats artists of his generation. His work seeped into the mainstream with the 2021 single, Peru, featuring Ed Sheeran, Blxst and 21 Savage. For the Clarks campaign shoot, Fireboy wore Wallabees from Clarks Originals Jacquard Collection.

Fireboy DML commented: "Partnering with an iconic global brand with such rich history that I admire is such a beautiful thing. Clarks takes pride in being innovative and creative and it was fun being able to create alongside them. It was an honour to partner with them for their upcoming Spring 2023 Brand Campaign that will further reach and connect with my fans around the world."

Since its founding in 1825, Clarks continues to tap into popular and current culture. In March, the footwear brand stepped into the digital realm for Metaverse Fashion Week (MVFM). Entering the Metaverse for the second time, the iconic British shoe brand combined almost 200 years of expert craft with pioneering innovation to create an immersive entertainment hub, Clarks Arcade.