Bronx native Ice Spice (real name Isis Gaston) has launched a Roblox game titled “Munchland.” a play off of her viral single “Munch, released in 2023. Developed by Florida-based Playpal Studios, the game immerses players in a setting inspired by the rapper’s Bronx neighborhood. In “Munchland,” players can access exclusive merchandise, build pizzas for friends, blast rats with fart guns and choose art to spray paint on Munchland’s virtual walls.
Managed by James Rosmond Jr. since March 2022, Ice Spice has maintained her buzz not only with her music but also through various high-profile placements and activations. These include an Alexander Wang campaign, which including a giant Ice Spice inflatable placed in Times Square and most recently, a limited edition MetroCard.
In a 2023 interview with Complex, Rosmond shared his thoughts on the elements contributing to her success, noting, “She’s very marketable. If you look at her image, it’s clear there’s no one that looks like her. And I think we’re in a time that you have to be unique. You have to be different. You have to be you. You got to be authentic. Because we find a lot of artists trying to carbon copy or just be the same as someone else, and that can only get you so far.
He added, “So with me, I love partnering up with or managing artists that allow me to touch an untapped market in some way, shape, or form. And with her being Afro-Latina with the curly hair, with the tone that already had a record that I loved and I heard other unreleased records. It was definitely a lot of potential there, and I felt like I could add value with my political capital and network and bring them to the table to accelerate that growth.”
Ice Spice’s Munchland experience is now live on Roblox.
