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Special Project

Special Project
From the 15th Annual Shorty Awards

Post Malone's Twelve Carat Toothache: A VR Experience

Entered in Event & Experiential, Extended Reality


Recognizing the enormous potential of innovative immersive experiences, Westbrook Media collaborated with Meta and Media.Monks to create a VR concert experience that coincided with the release of Post Malone’s album, Twelve Carat Toothache. Our primary goal was to leverage this new medium to create a visually dynamic, never-before-done concert experience that connected fans to artists in new ways. While the experience was intended to push the boundaries of how we engage with the metaverse, we also wanted to ensure it was accessible to fans without VR headsets. As such, establishing a 2D venue for the concert video was important to the success of the event. 

Strategy and Execution

In the summer of 2022, Westbrook Media partnered with Meta and Media.Monks to execute a 14-song Post Malone concert on Oculus. Together, we turned the traditional way of enjoying a new album on its head by creating an immersive, globally accessible experience through a theatrical VR concert experience via Horizon Worlds. This project treated millions of fans to the unique experience of an exclusive album release party while activating the same energy, excitement and connection felt at a traditional stadium-level concert. Perfectly timed to the release of Post Malone’s album, Twelve Carat Toothache, the show featured special appearances by The Kid Laroi, Fleet Foxes, and Roddy Ricch for their first ever metaverse performance. To make the experience accessible outside the platform, we created a 2D version for audiences to tune-in on Facebook and Instagram sans VR headset, which garnered 14 million views and set a new bar for the industry, winning nods from Billboard and industry media. 


Produced in record time, Post Malone’s VR experience holds the gold standard for resolution in headset, producing crystal clear content the VR world has never seen. The show garnered widespread industry attention, and continued interest from the music community and new partners. The VR version in Horizon Worlds also generated a lot of foot traffic, and concert attendees even stayed for after parties within Horizon Worlds. Ultimately, the 2D version of the video received 14 million views and 25k total engagement.


Video for Post Malone's Twelve Carat Toothache: A VR Experience

Entrant Company / Organization Name

Westbrook Media, Meta

Entry Credits