Universal Music Group and Roblox have signed a new strategic agreement that will see the companies collaborating to enhance music and commercial integrations across artist and fan experiences.
The deal includes the integration of commercial features that aim to drive increased engagement and revenue for artists and labels, with the ability to leverage Shopify for digital and physical merchandise sales.
UMG and Roblox will work to streamline artist and label engagement within the platform, including access to new Roblox tools and beta features.
“This collaboration reflects a shared commitment to responsible AI practices and to supporting the music and artists UMG represents,” said a statement. “By aligning on the best interests of creators, Roblox and UMG are ensuring a platform environment where participating creators can confidently leverage their intellectual property alongside evolving platform innovations.”
Michael Nash, EVP & chief digital officer, Universal Music Group, said: “UMG’s strategic relationship with Roblox is built on shared objectives of promoting innovation, empowering artists and deepening fan engagement. With this new framework, we are strengthening our commercial, creative and operational collaboration and unlocking new opportunities for our artists and labels. Built on this foundation and highlighted by the impending launch of UMG’s flagship ‘Tastemaker’ experience, this agreement ensures that UMG continues to lead the industry in shaping the future of music in immersive environments.”
“We have worked closely with Universal Music Group over the years to bring some of their top artists to Roblox to engage with next-gen fans in innovative and creative ways,” said Enrico D’Angelo, chief business officer, Roblox. “This strategic agreement represents a major step forward in building the future of immersive entertainment, with this partnership significantly expanding the commercial and creative opportunities for UMG artists and labels on our platform.”
UMG will continue to roll out a series of artist activations across the platform over the coming months. The first activation launches today (December 19) with Stray Kids (pictured).
Over the past two years, UMG has launched several campaigns directly on the platform, including Beat Galaxy, the major’s own curated space for music discovery. Last year saw the launch of Boombox, with Styngr, which allowed licensed music streaming to be integrated into gaming experiences within the platform for the first time.
Roblox has increasingly become a cultural hub for music fan engagement, with recent artist activations from Yeat (Capitol Records), Lady Gaga (Interscope), Chappell Roan (Island Records), Glass Animals (Polydor Records/Republic Records) and Sofi Tukker (Virgin Music Group).
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‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.musicweek.com ’
