Road Hounds Immersive Music Community Case Study
The Challenge
Inspired by the unsung heroes of live music - rocker roadies, Road Hounds set out to support emerging talent in the rock industry while building a genuine sense of community around the culture. Their ambition was to move beyond passive music consumption and create a shared space where fans could discover new artists, connect with one another, and feel part of a collective movement.
To achieve this, Road Hounds needed a platform that felt authentic to rock culture, encouraged social interaction, and brought together music, media, and community in a single, immersive environment.
The Solution
Road Hounds partnered with WORLDSPACE to bring their vision to life through Rock City, an immersive social hub designed around discovery, connection, and shared experience.
Built around the ethos “Log on, tune in and rock out”, Rock City was designed as a multi-zone virtual world, each space offering a distinct atmosphere while contributing to a unified rock ‘n’ roll identity. Within the environment, users could explore five unique zones, each bustling with media, activity, and opportunities to connect:
Social Hub — the heart of Rock City, designed for meeting, chatting, and community interaction
The Jam Room — a space dedicated to discovering new bands and emerging talent
Classic Rock Hub — a communal area for fans to connect around legendary influences
Blues Bar — a relaxed environment for exploration and discovery
Death Metal Dungeon — a high-energy zone capturing the intensity of heavier genres
Access to Rock City is delivered through a subscription-based model, creating a sustainable ecosystem that supports both the platform and its artists. Revenue generated through subscriptions is reinvested directly into emerging talent funding initiatives ranging from album recording to getting bands out on the road.
The Outcome
Rock City established a living, breathing digital ecosystem for rock fans and emerging artists alike. By combining immersive world-building, social interaction, and a purpose-driven subscription model, Road Hounds created a platform that actively contributes to the growth of new talent rather than simply showcasing it.
The result is a future-facing music community that challenges traditional industry models empowering artists, rewarding fans, and proving how immersive technology can support culture in a meaningful, sustainable way.