Sony Music Entertainment partners with Roblox to bring artists into the Metaverse


The free-to-play sandbox for kids and teens will promote many artists from Sony Music Entertainment.

Roblox and Sony Music Entertainment, a subsidiary of Sony Group Corporation, will work together to develop innovative music experiences for the massively multiplayer online gaming community that deliver a series new business opportunities for Sony Music artists to reach new audiences and generate additional revenue streams around virtual entertainment. The deal builds on an existing relationship between the two companies that includes past collaborations for the hit virtual performance of Lil Nas X in November 2020 and most recently the Zara Larsson Launch Party in May 2021.

The billions of hours people around the world spend on Roblox each month present a perfect opportunity for the new generation of fans of music to discover, share and get closer to the music and artists they love. For artists, labels and publishers, Roblox offers a unique and creative way to attract millions of fans and generate new revenue streams through virtual concerts and launch parties, integrated music, worlds persistent artists and virtual goods. Roblox respects the rights of all creators, uses advanced technology to filter all downloaded music, has zero tolerance for repeat offenders, and responds promptly to all DMCA requests submitted.

Sony’s music in Roblox

Our artists have been at the forefront of engaging millions of music fans in Roblox’s huge user community with ground-breaking initiatives“Said Dennis Kooker, president, Global Digital Business and US Sales at Sony Music Entertainment. “We look forward to expanding our successful partnership with the Roblox team to further exploit business opportunities at the intersection of music and games. Immersive online environments represent a significant opportunity to reach a growing number of fans who wish to use virtual communities to enjoy shared musical experiences.

Sony Music Entertainment has been a fantastic partner and I am happy to deepen and extend our relationship. They truly understand the huge opportunity the Metaverse presents for their artists and we are committed to helping them unlock new creative and business opportunities on Roblox.“Said Jon Vlassopulos, vice president and global head of music at Roblox Corporation. “We’re just scratching the surface what Roblox can do for the music industry and music fans around the world.




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