Roblox and big-three music company Sony Music Entertainment announced a new partnership. That will funnel more of Sony’s extensive roster of superstars into the video game.
For Roblox, getting a larger pool of artists onto the platform helps develop the larger online metaverse the game is set on creating. Sony’s worked closely with Roblox in the past year as Sony artists Lil Nas X and Zara Larrson both took to the game to perform in-game virtual concerts.
Roblox is immensely popular among children, touting 150 million monthly active users. Including half of the U.S. population under the age of 16. It combines gaming, social media, and entertainment. It’s this fully immersive, vast, diverse universe of experiences.
With this new agreement, Sony look forward to expanding their successful partnership with Roblox. To further unlock commercial opportunities at the intersection of music and gaming.