Roblox and Sony Music Are Teaming Up To Bring More Artists Into the Game

Roblox has partnered up with Sony Music Entertainment to bring more of Sony’s recording artists into the online game. The two companies “will work together to develop innovative music experiences for the Roblox community,” according to a press release.

This isn’t the first time Roblox and Sony have teamed up. In November 2020, Lil Nas X performed the first-ever live virtual concert on Roblox to the tune of 36 million listeners, and earlier this year in May, Zara Larsson held a launch party for the deluxe release of her album Poster Girl in the game. Both events were paired with in-game challenges and virtual merchandise sales.

“With this new agreement, we look forward to expanding our successful partnership with the Roblox team to further unlock commercial opportunities at the intersection of music and gaming,” Dennis Kooker, president of business and U.S. sales at Sony Music, said in the release. “Immersive online environments represent a meaningful opportunity for reaching a growing number of fans who want to use virtual communities to enjoy shared music experiences.”

The companies have yet to announce which artists will be featured in the game next.

Roblox has encountered explosive growth over the course of the pandemic, in which users spend “billions of hours” playing each month. When Roblox went public in March, the corporation was valued at $45 billion USD.

In other gaming news, Hideo Kojima signed a letter of intent with Xbox.
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