Sony Music Entertainment and Roblox announced a strategic partnership today. As a result, players will see more Sony Music artists enter the Roblox metaverse. Furthermore, the agreement builds on the existing relationship between the two companies. That saw collaborations like Lil Nas X’s November 2020 virtual performance. Additionally, Sony Music artist Zara Larsson held a Launch Party on Roblox in May 2021.
The Zara Larsson launch party had over four million visits, the highest for a launch on the platforms to date. The Dance Party took place in and around a virtual rendering of Zara’s Swedish lake house and featured mini games, interactive challenges, and exclusive virtual merchandise sales.
Furthermore, over 36 million people watched Lil Nas X perform in the first-ever live virtual concert on the platform. In addition, the concert venue included virtual merchandise sales, mini-games, and a scavenger hunt. In addition, exclusive behind the scenes interview with Lil Nas X, and other interactive activities.
“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, We are just scratching the surface of what Roblox can deliver to the music industry and to music fans around the world.”
Jon Vlassopulos, Vice President and Global Head of Music, Roblox.
Sony Music Interested in the Intersection of Music and Gaming
“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.”
Dennis Kooker, President, Global Digital Business and U.S. Sales, Sony Music Entertainment
