Roblox signs music partnership with Sony

Virtual world-building platform Roblox has signed a deal with Sony Music Entertainment. The deal extends an existing collaboration that included a 2020 Lil Nas X concert inside Roblox as well as a 2021 virtual dance party with Swedish artist Zara Larsson.

A press release says the agreement will include “innovative music experiences for the Roblox community that offer a range of new commercial opportunities for Sony Music artists to reach new audiences and generate new revenue streams around virtual entertainment,” although a Roblox spokesperson told The Verge that the company was not announcing any specific events or experiences at this time. A spokesperson says Roblox is in talks with other record labels as well.

Roblox has grown...

Continue reading…