Hip-hop artist Lil Nas X, best known for last year's "Old Country Roads," will offer "a one-of-a-kind immersive concert experience built exclusively on Roblox." Players can now walk around the concert set, with a pre-recorded Q&A beginning to play on Friday the 13th at 4pm PST, and a virtual concert on Saturday at 1pm PST.

Lil Nas X tweeted a teaser for the show, and the schedule is here.

This virtual concert comes with virtual merchandise that can be purchased with virtual money.

While this is far from the first virtual concert experience, it is certainly inspired by the grandest example to date. Earlier this year, at the Travis Scott concert in Fortnite, an artist transformed into a giant virtual god and threw players into the air while singing; Roblox may not be able to provide that level of visuals, but people play Roblox anyway! There is no reason there.

Most impressively, the concert was a big part of the promotion for Lil Nas X's new single, "Holiday." Not only does this show the tremendous reach of Roblox, but it also demonstrates how unremarkable it now is to see the world's best-selling artist belting out a song to a crowd of avatars. The question is whether or not people will see the concert in the game anymore, but who wouldn't?

I quickly visited the "concert experience," which has a simple Wild West-style layout with a speakeasy, etc., and the centerpiece is a large purple stage with a merch stand and countdown timer. It was also full of players, from Panda to Superman, typing "LIL NAS X LET'S GOOO" in chat.

After Saturday's show, the show will be rebroadcast at 10 p.m. PST (2 p.m. Beijing time) for Asian players, and European players can watch on Sunday at 9 a.m. PST (6 p.m. GMT).