Hustle Mindset

How LVRN’s Amber Grimes Took A Risk, Left College, And Became A Force In The Music Industry


Since launching, LVRN has had a running streak of dominating the industry. A major key to its success is its drive for innovation.

In January, LVRN teamed up with Microsoft for an “unplugged” metaverse experience.

“I would love for more people to get access to amazing experiences,” Junia Abaidoo, Head of Touring & Operations, LVRN, said in a statement. “The amazing thing about this technology is that no matter wherever you are, you can access it and you can access something mind-blowing and really transformational and inspiring, in its creative execution.”

Photo Credit: LVRN

Hosted in AltspaceVR, each quarter, both artists from LVRN’s roster and outside talent perform on the platform and in person.

In addition to the performances, the partnership works to help student organizations in Atlanta teach the next generation about technology early on.

Photo Credit: Microsoft / LVRN

Focusing on the community they’ve built, LVRN uses its investment in Laylo — a fan engagement startup — for communication with its event attendees.

“This partnership is an incredible opportunity for us to engage with the music community in a new and innovative way and open the doors of our brand new offices [in Atlanta] to the world,” Grimes shared with AfroTech. “It’s also been fulfilling to empower our young staff to lead this initiative, alongside our head of touring, and bring web3 and the entertainment industry closer.”

LVRN and Microsoft’s next two events will be held in Q1 and Q2 of 2023.

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