Nicki Minaj has entered the metaverse with the launch of her first-ever virtual shop in Roblox, called ‘Nicki Minaj’s Gag City’.
Created in collaboration with metaverse studio Karta and Republic Records, the immersive 3D shopping experience coincides with the release of Minaj’s new album, Pink Friday 2.
In the virtual shop, fans can interact with Nicki Minaj’s music and purchase exclusive digital items. Users can explore a 3D shopping experience to buy exclusive emotes — expressive character animations for Roblox avatars — and digital items inspired by the artist’s iconic career moments and latest album.
For every user who visited the shop on the launch day on Friday (December 8), a virtual ‘BARBZ’ birthday badge was awarded, providing access to limited-edition items. Additionally, the first 100,000 visitors will receive a special free shoulder pet, celebrating Minaj’s birthday and album release.
Commenting on the launch of her virtual world, Minaj said: “I’m so excited to unveil this Gag City project, to give fans a new way of connecting with me and my music. This is the perfect way to celebrate the launch of Pink Friday 2 as my BARBZ will be able to dress up just like me. Can’t wait to see thousands of Roblox Nickis running around Gag City!”
Tony Barnes, Co-Founder of Karta, said: “We are thrilled to be working with the superstar and cultural icon Nicki Minaj on the launch of her official virtual fashion collection and shop on Roblox. As one of the most popular artists on the platform it will be awesome to see Nicki’s fans, the BARBZ, interact with and enjoy this unique, immersive commerce experience.”
Karta, founded in July 2021 by Barnes, a music business veteran, and ex-Fnatic Erik Londré, specializes in immersive shopping experiences. The metaverse studio helps brands, artists, and sports teams establish a presence in popular virtual worlds.