Universal Music Group and Roblox expand artist experiences

Live team
5 hours ago
1 min read

Universal Music Group is joining Roblox to turn the platform into a playground for fans, artists and music lovers worldwide

A world leader in music-based entertainment, Universal Music Group (UMG), is changing gaming through a new strategic agreement with Roblox. This collaboration aims to enhance music and commercial integrations across artist and fan experiences within the creation platform.

Overall, this agreement is designed to boost engagement and revenue for artists and labels, leveraging Shopify for digital and physical merchandise sales. The two companies will also provide hands-on creative and operational support as well as access to new Roblox tools and beta features.

Together, the companies are pushing responsible AI practices while also supporting the music and artists UMG represents. "UMG’s strategic relationship with Roblox is built on shared objectives of promoting innovation, empowering artists and deepening fan engagement,” says Michael Nash, EVP & chief digital officer at UMG.

UMG will continue to roll out a series of artist activations across the platform over the coming months, beginning with Stray Kids, a K-pop group signed to JYP and Republic Records.

Over the past two years, UMG has launched several innovative industry-first campaigns directly on the platform, including the launch of Beat Galaxy, UMG’s own curated space for music discovery. Meanwhile, Roblox has increasingly become a cultural hub for music in the metaverse, as seen with recent artist activations from the likes of Yeat, Lady Gaga and Chappell Roan.