Fuel the imagination
The online children’s gaming platform Roblox has steadily garnered the attention of a litany of other brands over the years, from other game companies like iD Tech to Wrestlemania. Now, after a very successful online live performance by rapper Lil Nas X on Roblox, developers Roblox Corporation have reached a deal with Sony Music Entertainment to bring more live music events to the platform.
The deal is built on the deal between Sony and Roblox that led to the Lil Nas X concert and, more recently, the Zara Larsson concert that marked Zara Larsson’s launch party in May. Zara Larsson’s event drew the most recorded visits to a Roblox launch party to date with over four million players, while Lil Nas X’s performance drew over 36 million players for the first virtual concert of the platform and the first performance of the song Holiday. The recently announced agreement between Sony and Roblox means that the continuation of these types of events is certain, with Sony focusing on providing “innovative music experiences for the Roblox community”. It looks like the deal will also lead to a continuation of the virtual merchandising booths we saw at Lil Nas X’s Roblox concert.
Commenting on the deal with Roblox, Sony Music Entertainment Chairman Dennis Kooker said: Zara Larsson’s recent listening platform and evening. With this new deal, we look forward to expanding our successful partnership with the Roblox team to unlock more 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.