In May 2021, Roblox and Sony teamed up again on Zara Larsson’s first Launch Party for her Poster Girl Summer Edition album. Sony and Roblox worked together to create a virtual celebration for Lil’ Nas X’s Holiday in December 2020 that featured digital merchandise and exclusive interviews, attracting an audience of more than 30 million people. However, the new partnership with Sony Music is aiming for much more.
Several games on Roblox support features that let users import or unlock music from certain artists to play as a background soundtrack already. We are just scratching the surface of what Roblox can deliver to the music industry and to music fans around the world.” “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. “Sony Music has been a fantastic partner and I am pleased to deepen and lengthen our relationship,” Jon Vlassopulos, Roblox’s vice president and head of global music, said in the announcement. The partnership will build on existing efforts, and takes advantage of rising demand for a different kind of immersive entertainment experience. Sony and Roblox announced an agreement to collaborate on multiple new music experiences built around Sony Music artists on the Roblox platform.
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