Universal Music is making its way into Roblox

After several promotional campaigns within Roblox in recent years, Universal Music Group is continuing its collaboration with the online game creation and gaming platform. With this new strategic agreement, the companies will collaborate to enhance the integration of UMG artists and their music within Roblox. New opportunities for artists and labels: “The strategic relationship between UMG and Roblox is based on shared goals to promote innovation, empower artists, and deepen fan engagement,” said Michael Nash, Executive Vice President and Chief Digital Officer, Universal Music Group. “With this new framework, we are strengthening our commercial, creative, and operational collaboration, while unlocking new opportunities for our artists and labels.” Building on these foundations and marked by the imminent launch of UMG's flagship "Tastemaker" experience, this agreement ensures that UMG continues to lead the industry in defining the future of music within immersive environments. Engaging with next-generation fans in innovative and creative ways: "We have worked closely with Universal Music Group over the years to bring some of their most iconic artists to Roblox to engage with next-generation fans in innovative and creative ways," said Enrico D'Angelo, Chief Commercial Officer of Roblox. "This strategic agreement represents a major step forward in building the future of immersive entertainment, significantly expanding the commercial and creative opportunities for UMG artists and labels on our platform."