UMG and Roblox Partner on New Commercial Gaming Opportunities for Artists

Universal Music Group (UMG) and Roblox, the gaming and creation universe, have struck a new partnership to expand opportunities for artists within the platform. Artists will be able to sell merchandise via Shopify, and both parties will work to increase engagement between artists and Roblox users.

Roblox in music:

• K-Pop powerhouse Stray Kids just launched an activation within Roblox to celebrate their new album, Do It.

• This is one of many similar activations coming soon.

• Lady Gaga, Chappell Roan, Glass Animals, and Sofi Tukker have hosted previous fan events in Roblox.

What they said:

• Michael Nash, EVP & Chief Digital Officer, Universal Music Group: "UMG's strategic relationship with Roblox is built on shared objectives of promoting innovation, empowering artists, and deepening fan engagement. With this new framework, we are strengthening our commercial, creative, and operational collaboration and unlocking new opportunities for our artists and labels. Built on this foundation and highlighted by the impending launch of UMG's flagship 'Tastemaker' experience, this agreement ensures that UMG continues to lead the industry in shaping the future of music in immersive environments."

• Enrico D'Angelo, Chief Business Officer, Roblox: "We have worked closely with Universal Music Group over the years to bring some of their top artists to Roblox to engage with next-gen fans in innovative and creative ways. This strategic agreement represents a major step forward in building the future of immersive entertainment, with this partnership significantly expanding the commercial and creative opportunities for UMG artists and labels on our platform."