The Ask

As fans eagerly anticipated Olivia Rodrigo’s sophomore album “GUTS,” the question arose: How could Olivia Rodrigo surpass the monumental success of her debut album? The goal was clear – deepen the connection with her fanbase in a unique and memorable way that wasn’t possible a few short years ago.

The Challenge

Sawhorse set out to translate Olivia Rodrigo’s vibrant personality and the emotional depth of her music into an immersive digital experience. Partnering with Olivia, the team created Party!!! At Olivia’s Place, a virtual experience on Roblox. But authenticity was key—if the experience didn’t feel true to Olivia, her fans would notice instantly.

The Execution

Sawhorse meticulously recreated Olivia’s world, ensuring every detail reflected her unique style and artistic vision. Fans could shop digital wearables inspired by her most iconic outfits, let loose in a living room party straight out of her “bad idea right?” music video, and try out her signature dance moves—brought to life as custom emotes. The experience provided an all-access pass to explore, socialize, play, and shop in Olivia’s universe, down to a virtual version of her real home sound studio. The integration of her new album GUTS was seamless, making the music a living part of the digital space. Every element, from the poster art on the walls to the interactive features, was personally approved by Olivia, ensuring an authentic and deeply personal connection with fans.

The Results

The results were nothing short of spectacular. “Party!!! At Olivia’s Place” emerged as a groundbreaking venture, marking one of the first times an artist offered a shopping experience within Roblox. With over 2 million visits, the project successfully amplified fans’ connection to Olivia by allowing them to step inside the music, fashion and personality of their favorite artist. The experience received widespread acclaim from fans and the press, celebrating it as a pioneering move in artist-fan engagement in the digital age. The initiative’s success was amplified through organic promotion by UGC creators and highlighted across social media platforms. Sawhorse proved that interacting with an artist can be more than just listening to music—it can be a fully immersive experience. This project set a new standard for artist engagement in the digital age, showcasing how thoughtful innovation can reshape the music industry.

• 2M+ VISITS
• 2.3M+ MINUTES OF HER MUSIC PLAYED

COMPANY: Sawhorse