Roblox, the popular global gaming platform that aims to bring together players by enabling them to imagine, create, and play together in immersive 3D worlds, and Sony Music Entertainment today announced a strategic partnership to bring talented recording artists from Sony Music’s roster of today’s most popular artists into the Roblox virtual world for thousands of its 199+ million monthly active players to experience.

Under this strategic partnership, the two companies will come together to incorporate an unprecedented music experience in-game for the ever-growing Roblox community. As part of the agreement, Roblox will create a variety of unique opportunities for Sony Music artists to reach and monetize new audiences.

In addition to this agreement, the two companies have collaborated on multiple occasions in the past. The most iconic collaborations being Lil Nas X's megahit virtual performance on Roblox in November 2020 and in more recent times Zara Larsson's launch party on Roblox in May 2021.

Lil Nas X, the rapper behind the breakout hit Old Town Road, performed the first hit virtual concert on Roblox. In this sensational concert, he debuted his massively successful song, Holiday. In addition to the concert, the show involved mini-games, a scavenger hunt, an exclusive behind-the-scenes interview with Lil Nas X, and other interactive activities.

4-time Grammy Award winner, Zara Larsson, also had a lot of success with her virtual concert putting up unprecedented numbers which amassed over 4 million visits which are by far the highest numbers any Roblox concert has seen. Just like Lil Nas X's concert, Larsson's Roblox Launch Party featured mini-games, interactive challenges, and an exclusive virtual merchandise sale.

In an interview, Vice President and Global Head of Music, Roblox, Jon Vlassopulos remarked “Sony Music has been a fantastic partner and I am pleased to deepen and lengthen our relationship. They truly understand the massive opportunity that the metaverse presents for their artists and we are committed to helping them unlock new creative and commercial opportunities on Roblox,”. Vlassopulos further added, “We are just scratching the surface of what Roblox can deliver to the music industry and to music fans around the world.”

Adding to Vlassopulos's comments, President, Global Digital Business and U.S. Sales, Sony Music Entertainment, Dennis Kooker remarked, “Sony Music artists have been at the forefront of engaging the millions of music fans in Roblox’s massive user community with forward-looking initiatives like Lil Nas X’s industry-first virtual performance on the platform, and Zara Larsson’s recent listening party event. 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. 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.”

Through the connections they make and experiences they create, users around the world collectively spend billions of hours each month on Roblox, a new generation global platform that provides artists to get discovered and amass new fans. For labels, artists, and publishers, Roblox is a powerful platform for unlocking the potential to share their artistic visions, create a following, amass supporters and create new experiences with their music. Roblox makes all of this possible by enabling artists, labels, and publishers to put out their music to the newer generation with the help of integrated in-game music, virtual launch parties, concerts, and virtual merchandise.

Protecting the rights of artists is Roblox's top priority. Using advanced technology, they ensure each sound and song uploaded is original. To date, they have removed numerous songs that are believed to have violated the copyrights of third parties. DMCA requests sent to Roblox will be responded to promptly, as Roblox is not tolerant of repeat offenders.