Miller Lite and TerraZero Technologies Inc. Team Up to Throw Rooftop After Party for Decentraland Metaverse Music Festival

By Karim Nurani Karim Nurani has been verified by Muck Rack's editorial team
Published on November 10, 2022

The Meta Lite Bar After Party will offer four unique Metaverse wearables and new ways to engage with Web3 artists in the Metaverse and beyond.

Miller Lite and TerraZero Technologies Inc., a vertically integrated Metaverse technology company, continue their partnership on the Meta Lite Bar” by hosting an After Party for the Decentraland Metaverse Music Festival.

From November 10th – November 13th, attendees are invited to come and enjoy musical entertainment at the Meta Lite Bar, which will now feature a newly added garage and rooftop concert area. Artists performing include: Devault, Wuki, Wobblebug, Win and Woo, Elohim, Pluko, and Autograf.

With a different artist performing daily, the Meta Lite Bar will also offer a unique Metaverse wearable each night of the after-party that Web3 users can collect throughout the music festival. Each item will give players a new way to share “Miller Time” with old and new friends, both IRL and virtual.

The After Party represents another level of versatility to Miller Lite’s Metaverse and Web3 strategy. The Meta Lite Bar premiered first for the Big Game in 2022, followed by an activation featuring J Balvin later in the year. Now, for the After Party, the Metaverse experience is being reinvented for a third time, showing how one build can be an evergreen way to develop community and excitement for Miller, artists, and the future of the Internet.

Miller Lite brings people together over the taste of great beer and our goal in the Meta Lite Bar is exactly the same, even though the beers may be pixelated,” says Anne Pando, Marketing Director for Miller Lite. As we continue to build out our presence in Web3 with Terrazero, we hope to bring more Miller Time and meaningful experiences to the Metaverse and give our drinkers a new, engaging way to connect with each other.”

Ryan Kieffer, TerraZero’s Chief Metaverse Officer believes in the longevity of a multiphased activation, “Our partnership with Miller Lite continues to show how a brand can activate in the Metaverse and Web3 space with a unified approach over the course of a full calendar year. For this event in particular, we have been able to work strategically with more artists bringing in a wide variety of fan communities into the Metaverse. Purposeful and methodical planning by brands is key to long term success, and Miller’s approach has been spot on.”

TerraZero’s Chief Experience Officer (CXO), Brandon F. Johnson sees the After Party as a way for artists to work with brands like Miller Lite to be anywhere and everywhere, “Miller Lite is embracing their position to create incredible entertainment experiences. With the Metaverse, an artist can be on tour, releasing content, and bringing their likeness to life in unique experiences for their fans, all at the same time–keeping the connection between fans and artists ‘always on’ through brands like Miller Lite. ‘It’s Miller Time’ in the Metaverse now leads to unlimited creative possibilities.”

Players can jump into the launched, “Meta Lite Bar” experience in Decentraland at, coordinates ___ from November 10th – November 13th, 2022.

By Karim Nurani Karim Nurani has been verified by Muck Rack's editorial team

Karim Nurani is an editor-at-large and events podcast host at Grit Daily News. Based in San Francisco, he is the chief strategy officer of Linqto, co-founder of the Global Investor Conference.

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