Roblox and Sony Music Entertainment have signed a strategic partnership that will see the two companies working together to deliver "innovative music experiences for the Roblox community" that will bring more Sony Music recording artists into the "Roblox metaverse."
The partnership builds upon an already existing relationship between the two companies, which previously partnered together for events like a November 2020 Lil Nas X's virtual concert in Roblox, an event more than 36 million people watched. Roblox is a online game platform where users can create and play games crafted by other users. The game's popularity has boomed in the last year, in part due to the ongoing Covid-19 pandemic. Roblox's daily active users hit 42 million in May 2021.
Jon Vlassopulos, vice president and global head of music at Roblox, says Sony Music has been a "fantastic partner" and that they understand the "massive opportunity that the metaverse presents" to artists.
Continue Reading at GameSpot
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