Renowned artist Nicki Minaj has made her entry into the metaverse by launching her first-ever virtual shop on Roblox, titled ‘Nicki Minaj’s Gag City.’ Developed in collaboration with metaverse studio Karta and Republic Records, this 3D shopping experience coincides with the release of Minaj’s latest album, Pink Friday 2.
Within the virtual shop, fans can engage with Nicki Minaj’s music and acquire exclusive digital items. The immersive experience allows users to explore a 3D shopping environment, where they can purchase exclusive emotes and digital items inspired by the artist’s iconic career moments and the new album.
To celebrate the shop’s launch, users were awarded a virtual ‘BARBZ’ birthday badge on the first day, granting access to limited-edition items. The initial 100,000 visitors received a special free shoulder pet in commemoration of Minaj’s birthday and album release.
The virtual shop not only offers digital merchandise but also incorporates virtual photo opportunities for users to take selfies and share on social media. Users can try on or purchase various Nicki Minaj-themed user-generated content items, including fashion pieces inspired by the artist’s distinctive style.
Expressing her excitement about the virtual world, Minaj stated, “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!”
Nicki Minaj, with a musical career spanning over a decade, holds numerous achievements, including being the first woman to achieve 100 Billboard Hot 100 Hits. Beyond music, she has ventured into TV and film, secured high-profile brand deals, and established herself in the fashion and beauty industry.
Karta, co-founded by Tony Barnes, specializes in creating immersive shopping experiences in virtual worlds. The metaverse studio has previously collaborated with other artists and brands, such as BLACKPINK on Roblox and the launch of its Fortnite studio in partnership with various IP owners.
Barnes commented on the collaboration, saying, “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.”
