Sony Music Entertainment has secured a contract with Roblox, a virtual world-building platform. The agreement builds on a previous partnership that includes a Lil Nas X concert within Roblox in 2020 and a virtual dance party with Swedish artist Zara Larsson in 2021.
According to a press release, the deal will include "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," though a Roblox spokesperson told The Verge that no specific events or experiences have been announced at this time. According to a spokeswoman, Roblox is also in talks with other musical labels. Here, read information about the roblox song id codes.
Roblox's popularity has skyrocketed in recent years, especially among young people. In May, the platform — which allows users to create games and other virtual experiences for profit or personal enjoyment — had 43 million daily active visitors. Music is used in several of these experiences, including an official Roblox "boombox" item. Live virtual concerts and launch parties have also taken place in Roblox and other "metaverse"-style environments like Fortnite, particularly during the coronavirus pandemic.
The music business has given Roblox both positive and bad attention as a result of his success. The National Music Publishers' Association (NMPA) filed a lawsuit against Roblox last month, accusing the firm of profiting from copyrighted songs uploaded and shared within Roblox experiences. In mid-June, Roblox reached a settlement with one of the plaintiffs, signing a "strategic partnership" with music company BMG. NMPA CEO David Israelite noted at the time that the platform's "having some relationships with some labels and publishers to conduct music events is in no way legally adequate."
Roblox underlines in today's release that "Roblox respects all authors' rights and uses advanced technology to check all submitted music." Roblox has zero tolerance for repeat violators and answers to all DMCA claims promptly.” The business will not say whether Roblox's arrangement will include a license that allows users to play Sony music in their experiences, as large social media platforms like YouTube have done.