One way brands and organizations are using the metaverse is by hosting large-scale virtual events similar to those they already hold in-real-life. Most recently, Decentraland held a four-day music festival with mega-headliners which included Björk, Ozzy Osbourne and Soulja Boy. The event had multiple stages designed with the aesthetic of the artist performing, along with other interactive attractions for festival goers.
Source: Festivals in the metaverse: How Web3 projects are taking culture virtual