Clarks steps into the Metaverse, in partnership with Empire Music, giving fans around the world the chance to enjoy a spectacular concert featuring famous Afrobeats artists all with the comforts of home.

Magical and interactive

Nigerian superstar, Fireboy DML, will lead the event, supported by Nigerian singer Nissi and Cape Verdean American singer-songwriter June Freedom.

Fans will be able to watch their favorite artists transcend the physical limitations of a real performance and bring a magical and interactive show to life, in three different worlds. All uniquely built to showcase each artist’s personality and interests within the Meta World.

The artists will interact with the audience and create an immersive experience. In addition, each artist will perform a brand new, never-before-heard song.

Fireboy DML x

With his contemporary spin on Afropop, R&B, Dancehall and Reggae to name a few, Fireboy DML is one of the leading Afrobeats artists of his generation. His single from 2021, Peru, featuring Ed Sheeran, Blxst and 21 Savage was a viral hit and reached the top spot on the Billboard U.S. Afrobeats Songs Chart and the UK Afrobeats Singles Chart.

The release of his third album, Playboy, kept the momentum going and helped Fireboy bring Afrobeats to the mainstream. He feels passionate about doing justice to the music genre and passing it on to future generations.

“Collaborating with an iconic global brand that has such a rich history and that I admire is such a beautiful thing. Clarks prides itself on being innovative and creative and it was fun to create with them. It was an honor to work with them for their upcoming Spring 2023 Brand Campaign that will further reach and connect my fans around the world.”

Fireboy DML

For the promotional shoot, Fireboy wore Wallabees from the Clarks Originals Jacquard Collection. A combination of colorful 1960s-inspired floral patterns and heritage construction.

The Grey Floral Wallabee features a soft, breathable jacquard upper, a natural rubber crepe sole and, of course, the signature ornaments.

“We are very excited to collaborate with one of the most exciting Afrobeats artists, Fireboy DML, on this innovative, creative campaign and metaverse concert experience. We are always looking to push boundaries in the social space and this virtual concert is a great example of that. Clarks Originals has been entrenched in music culture for years, but this virtual concert is a first for us. This is a new way to immerse our fans like never before and we couldn’t have chosen a better group of musicians to do it with, with Fireboy at the helm. The best part is that everyone can stream this live for free and join us on this amazing experience.”

Tara McRae, Clarks CMDO

WHEN: Thursday, May 18 at 7:30 p.m.

WHERE: Fireboy DML YouTube channel

LENGTH: 30 minutes