{"id":216089,"date":"2025-12-19T09:14:01","date_gmt":"2025-12-19T14:14:01","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2025\/12\/19\/umg-and-roblox-deepen-ties-on-merch-monetization-and-artist-activations-3\/"},"modified":"2025-12-19T09:14:01","modified_gmt":"2025-12-19T14:14:01","slug":"umg-and-roblox-deepen-ties-on-merch-monetization-and-artist-activations-3","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2025\/12\/19\/umg-and-roblox-deepen-ties-on-merch-monetization-and-artist-activations-3\/","title":{"rendered":"UMG and Roblox Deepen Ties on Merch, Monetization and Artist\u00a0Activations"},"content":{"rendered":"

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\n\tUniversal Music Group and Roblox have struck a new strategic partnership aiming to deepen connections between artists, fans and music on the 19-year-old gaming platform, as more and more labels seek engagement beyond traditional streaming.<\/p>\n

\n\tThe agreement focuses on enhanced music and commercial integrations within artist experiences, including new monetization tools. A key feature is Shopify integration, enabling digital and physical merchandise sales directly inside Roblox. The companies said they will also streamline collaboration for artists and labels, offering creative support and early access to new features.<\/p>\n

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\n\tBoth companies emphasized their commitment to ethical AI practices and the protection of intellectual property, with the goal of creating a secure environment in which artists can experiment with new formats while retaining control of their work. UMG said the partnership with Roblox is rooted in shared goals of fostering innovative ways to empower artists and strengthening connections with fans.<\/p>\n

\n\t\u201cWith this new framework, we are strengthening our commercial, creative and operational collaboration and unlocking new opportunities for our artists and labels,\u201d explained Michael Nash<\/strong>, UMG\u2019s evp and chief digital officer. \u201cBuilt on this foundation and highlighted by the impending launch of UMG\u2019s flagship \u2018Tastemaker\u2019 experience, this agreement ensures that UMG continues to lead the industry in shaping the future of music in immersive environments.\u201d<\/p>\n

\n\tUMG said on Friday that will debut a series of activations in the coming months, starting today with K-pop group Stray Kids. The deal builds on UMG\u2019s prior Roblox ventures, including Beat Galaxy<\/em> in 2023 and Boombox<\/em> a year later, which introduced the all-important licensed<\/em> music streaming into gameplay.<\/p>\n

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\n\tFounded in the early 2000s and launched in 2006, Roblox has evolved into a global creator ecosystem averaging more than 85 million daily users by 2025, according to the company, and has emerged as a hub for music fandom, hosting artist activations from Lady Gaga, Chappell Roan, Glass Animals and Sofi Tukker, among others<\/p>\n

\n\tUMG is not alone in continuing to bet on Roblox\u2019s potential, following Warner Music\u2019s launch<\/a> of Rhythm City in 2023, partnerships from Sony Music and BMG in 2021, and Spotify\u2019s entry<\/a> onto the platform in 2022 with its \u201cIsland\u201d environment.<\/p>\n

\n\t\u201cWe 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,\u201d said Enrico D\u2019Angelo, chief business officer at Roblox. \u201cThis 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.\u201d<\/p>\n


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Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Universal Music Group and Roblox have struck a new strategic partnership aiming to deepen connections between artists, fans and music on the 19-year-old gaming platform, as more and more labels seek engagement beyond traditional streaming. The agreement focuses on enhanced music and commercial integrations within artist experiences, including new monetization tools. A key feature is […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-216089","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/216089","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=216089"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/216089\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=216089"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=216089"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=216089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}