Sony and Roblox have established a partnership to create new music experiences on the Roblox platform based on Sony Music artists. The collaboration will expand on previous initiatives and capitalise on the growing desire for a new type of immersive entertainment experience.
Roblox’s (NYSE: RBLX) aim is to create a human co-experience platform that allows billions of people to share experiences. Every day, tens of millions of individuals around the world have fun exploring millions of rich digital experiences with their friends. The Roblox community, which is made up of over eight million developers, is responsible for all of these experiences. We believe in creating a community that is safe, respectful, and diverse—one that inspires and encourages innovation as well as healthy connections among individuals all over the world.
Sony Music Entertainment is a division of Sony Music Entertainment.
We power the imaginative journey at Sony Music Entertainment. From the earliest music label through the development of things such as flat disc record, we’ve been at the forefront of music history. We’ve helped shape the careers of some of music’s most recognisable performers and created most of the most and top influential albums of all time. Furthermore, we support a broad array of worldwide superstars, emerging and creative creators and independent artists in more than 60 countries. Sony has done a lot of work in order to bring the top expertise and imagination to the latest platforms and products to help gamers and gaming companies to give powerful and new insights that would help different artists create different boundaries and arrive at new audiences from our position at the intersection of music, entertainment, and technology. We are dedicated to creative integrity, honesty, and entrepreneurship in all we do. Sony Music Entertainment is a subsidiary of Sony Corporation, a multinational conglomerate.
“People want to connect with their favourite companies, artists, and celebrities all of the time, not only when they have anything fresh to offer,” Wootton said of online social spaces.
Christina Wootton of Roblox stated that it is about much more than that. Virtual events, according to Wootton in AdWeek, provide a huge potential for businesses to interact with their “always-on” following who want ongoing pleasure. They also allow artists to supplement their income and visibility between major performances and albums.
Sony and Roblox collaborated to organise a virtual party for Lil’ Nas X’s Holiday in December 2020, which included digital goods and exclusive interviews and drew in over 30 million viewers. Roblox and Sony collaborated on Zara Larsson’s first Launch Party for her Poster Girl Summer Edition album in May 2021. Larsson’s event included digital goods sales as well, but it was held in a Roblox recreation of her lake house in Sweden, which the four million guests could tour.
Epic Games has previously had success with this technique. In April 2020, the Fortnite developer staged a nine-minute digital concert with hip-hop musician Travis Scott, and Forbes said that Scott made over $20 million in product sales.