fbpx

PROFILE

MY SUBSCRIPTION

LOGOUT

x

The latest industry news to your inbox.

    

I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

news

Gaming platform Roblox steps up interest in music

Roblox is upping its involvement in music, teaming up with EDM label Monstercat, opening a virtual concert venue and appointing a dedicated head of music

By IQ on 29 Jul 2020

Gaming platform Roblox steps up interest inmusic

Roblox hosted a live stream of the One World: Together at Home concert in a virtual venue


image © Roblox/Facebook

Game creation platform Roblox has announced a partnership with Marshmello label Monstercat and appointed a global head of music, as the company makes moves in the music space.

In April, Roblox, a tween-friendly virtual gaming/social media platform, became the latest gaming platform to create a virtual concert venue, hosting an in-game live stream of the Lady Gaga-curated benefit concert One World: Together at Home.

Roblox users could complete quests based on the concert and wear free virtual merchandise, such as a caps, headphones and rucksacks, to show support for the event.

The virtual concert was part of Roblox’s growing interaction with the music business, as Jon Vlassopulos, a former director of business development at BMG and founder of Tinder-style swiping music discovery app Fab.fm, heads up music strategy at the company.

The partnership gives Roblox developers access to a new library of music content to use when making games for the platform

Roblox has also recently joined social virtual-reality platform Sansar and video game developer Psyonix in partnering with Canadian indie label Monstercat, which also has its own licensing subscription service to allow game streamers to use its music on YouTube and Twitch.

The partnership gives Roblox developers access to a new library of music content to use when making games for the platform, which is comprised of millions of games built by professional developers and the Roblox user community.

“Proudly announcing our new partnership with Roblox,” reads a post on the Monstercat Twitter page. “Our mission to empower creators continues with access to over 50 tracks, with more music added soon. Can’t wait to see your creations in-game!”

As well as “empowering creators”, the partnership aims to allow artists to use the site as a promotional outlet, targeting Roblox’s 150 million active monthly users.

The potential for crossover between gaming and live music has been exemplified recently by events such as Travis Scott’s ‘Astronomical’ in Fortnite Battle Royale, which drew 27.7m viewers, and Marshmello’s famous record-breaking 2019 in-game appearance, also in Fortnite, with IQ calculating that gamers could represent 750m new live music fans.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

FOLLOW IQ

Leave a Reply

Your email address will not be published. Required fields are marked *