Roblox Partners with Sony Music Entertainment to Bring their Artists into the Metaverse

Partnership follows successful collaborations in the past year including groundbreaking Lil Nas X Virtual Concert and Zara Larsson Launch Party

SAN MATEO, Calif. July 6, 2021Roblox (NYSE: RBLX), a global platform bringing millions of people together through shared experiences, and Sony Music Entertainment, today announced a strategic partnership that will bring more Sony Music recording artists into the Roblox metaverse.

Under the agreement, Roblox and Sony Music will work together to develop 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.

The agreement builds on an existing relationship between the two companies that includes previous collaborations such as Lil Nas X’s hit virtual performance on Roblox in November 2020 and more recently the Zara Larsson Launch Party on Roblox in May 2021.

Over 36 million people watched Lil Nas X perform the first ever live virtual concert on Roblox, which included the debut of his hit song, Holiday. In addition the concert venue included virtual merchandise sales, mini-games, a scavenger hunt, an exclusive behind the scenes interview with Lil Nas X, and other interactive activities. Zara Larsson’s launch party broke records as well, attracting over four million visits, the highest recorded visits for a launch party on Roblox to date. The Dance Party took place in and around a virtual rendering of Zara’s Swedish lake house and featured mini games, interactive challenges, and exclusive virtual merchandise sales.

“Sony Music has been a fantastic partner and I am pleased to deepen and lengthen our relationship. 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,” said Jon Vlassopulos, Vice President and Global Head of Music, Roblox. “We are just scratching the surface of what Roblox can deliver to the music industry and to music fans around the world.”

Said Dennis Kooker, President, Global Digital Business and U.S. Sales, Sony Music Entertainment, “Sony Music artists have been at the forefront of engaging the millions of music fans in Roblox’s massive user community with forward-looking initiatives like Lil Nas X’s industry-first virtual performance on the platform, and Zara Larsson’s recent listening party event. With this new agreement, we look forward to expanding our successful partnership with the Roblox team to further unlock commercial opportunities at the intersection of music and gaming. Immersive online environments represent a meaningful opportunity for reaching a growing number of fans who want to use virtual communities to enjoy shared music experiences.”

The billions of hours people around the world spend on Roblox every month provides a perfect opportunity for the new generation of music fans to discover, share, and get closer to music and artists they love. For artists, labels, and publishers, Roblox provides a unique and creative way to engage and attract millions of fans as well as drive new revenue streams through virtual launch parties and concerts, integrated in-experience music, persistent artist worlds, and virtual merchandise. Roblox respects the rights of all creators and uses advanced technology to screen all uploaded music. Roblox has no tolerance for repeat offenders and quickly responds to all submitted DMCA requests.


About Sony Music Entertainment

At Sony Music Entertainment, we fuel the creative journey. We’ve played a pioneering role in music history, from the first-ever music label to the invention of the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time. Today, we work in more than 60 countries, supporting a diverse roster of international superstars, developing and independent artists, and visionary creators. From our position at the intersection of music, entertainment, and technology, we bring imagination and expertise to the newest products and platforms, embrace new business models, employ breakthrough tools, and provide powerful insights that help our artists push creative boundaries and reach new audiences. In everything we do, we’re committed to artistic integrity, transparency, and entrepreneurship. Sony Music Entertainment is a member of the Sony family of global companies. Learn more about our artists, creators, and labels here.

About Roblox

Roblox’s (NYSE: RBLX) mission is to build a human co-experience platform that enables shared experiences among billions of users. Every day, tens of millions of people around the world have fun with friends as they explore millions of immersive digital experiences. All of these experiences are built by the Roblox community, made up of over eight million creators. We believe in building a safe, civil, and diverse community—one that inspires and fosters creativity and positive relationships between people around the world. For more information, please visit



Brian Jaquet
Roblox Corporate Communications

Anna Yen
Roblox Investor Relations

Brian Garrity
Sony Music Entertainment


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