Roblox Partners With Sony Music Entertainment To Bring Their Artists Into The Metaverse



The partnership follows successful collaborations over the past year, including the groundbreaking Lil Nas X concert and Zara Larsson launch party.

SAN MATEO, California, July 06, 2021– (COMMERCIAL THREAD) –Roblox (NYSE: RBLX), a global platform bringing together millions of people through shared experiences, and Sony Music Entertainment today announced a strategic partnership that will bring more Sony Music recording artists into the Roblox metaverse .

Under the agreement, Roblox and Sony Music will work together to develop innovative music experiences for the Roblox community that provide a range of new business opportunities for Sony Music artists to reach new audiences and generate new revenue streams around the virtual entertainment.

The deal builds on an existing relationship between the two companies which includes past collaborations such as the hit virtual performance of Lil Nas X on Roblox in November 2020 and most recently Zara Larsson’s launch party on Roblox in May 2021. .

Over 36 million people watched Lil Nas X perform the first-ever live virtual concert on Roblox, which featured the debut of his hit song, Holiday. Additionally, the concert hall featured virtual merchandise sales, mini-games, a scavenger hunt, an exclusive behind-the-scenes interview with Lil Nas X, and other interactive activities. Zara Larsson’s launch party also broke records, attracting over four million visits, the highest recorded visits for a launch party on Roblox to date. The dance party took place in and around a virtual render of Zara’s Swedish lake house and included mini-games, interactive challenges, and exclusive virtual merchandise sales.

“Sony Music has been a fantastic partner and I am delighted 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, Roblox. “We are only scratching the surface of what Roblox can offer the music industry and music fans around the world.”

According to Dennis Kooker, President, Global Digital Business and US Sales, Sony Music Entertainment, “Sony Music artists have been at the forefront of engaging millions of music fans in the huge community of music. Roblox users with forward-looking initiatives like the industry first of Lil Nas X. Virtual performance on the platform and the recent Zara Larsson Listening Night. With this new agreement, we look forward to expanding our successful partnership with the Roblox team to unlock more business opportunities at the intersection of music and gaming. Immersive online environments represent an opportunity to achieve a growing number of fans who want to use virtual communities to enjoy shared musical experiences. “

The billions of hours people around the world dedicate to Roblox each month offer the new generation of music fans a perfect opportunity to discover, share, and connect with the music and artists they love. For artists, labels and publishers, Roblox offers a unique and creative way to engage and attract millions of fans, as well as generate new revenue streams through launch parties and virtual concerts, music of integrated experience, persistent artist worlds and virtual goods. Roblox respects the rights of all creators and uses cutting edge technology to filter all downloaded music. Roblox has zero tolerance for repeat offenders and responds promptly to all DMCA requests submitted.

About Sony Music Entertainment

At Sony Music Entertainment, we fuel the creative journey. We have played a pioneering role in the history of music, from the very first music label to the invention of the flat disc. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time. Today, we work in over 60 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment and technology, we bring imagination and expertise to the latest products and platforms, embrace new business models, use revolutionary tools, and deliver powerful information that helps our artists. to push the limits of creation and reach new audiences. . In everything we do, we are committed to artistic integrity, transparency and entrepreneurship. Sony Music Entertainment is a member of the Sony family of global companies. Find out more about our artists, designers and labels here.

About Roblox

Roblox’s (NYSE: RBLX) mission is to create a human co-experience platform that enables the sharing of experiences among billions of users. Every day, tens of millions of people around the world have fun with friends as they explore millions of immersive digital experiences. All of these experiences are built by the Roblox community, made up of over eight million creators. We believe in building a safe, civil and diverse community, a community that inspires and fosters creativity and positive relationships between people around the world. For more information, please visit

ROBLOX and the Roblox logo are among the registered and unregistered trademarks of Roblox Corporation in the United States and other countries. © 2021 Roblox Corporation. All rights reserved.

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Brian Jaquet
Roblox Corporate Communications
[email protected]

Anna yen
Roblox Investor Relations
[email protected]

Brian garrity
Sony Music Entertainment
[email protected]



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