According to a report by the Variety, Sony and Roblox will be working together to create music events and experiences on the Roblox platform. Sony Music president of global digital business and US sales Dennis Kooker explained it as a good opportunity to promote their music.
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.
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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.
This aligns with past actions, such as a virtual concert by Lil Nas X held within Roblox, and a new partnership deal with Bertelsmann Music Group. Theyve clearly made an effort to be more mutually intertwined with the industry.
Though perhaps their hand was forced. Roblox was sued last month by various music publishers for illegally using copyrighted music within the platform without permission. Since the platform is primarily driven by user created games and experiences, it can be difficult to moderate any and all instances of IP infringement. Perhaps all of this is in an effort to reduce any trouble in the future.
We saw the appeal of the Fortnite concerts. Epic Games knows how to put on a good show. And the cartoony art style of Fortnite translates really well to the over-the-top experiences of a virtual concert. Roblox, however.. Its not as visually appealing. It looks like blocky garbage in our opinions. So its harder for us to see the appeal of virtual concerts and the like on the platform.