UMG Extends Roblox Pact, Launches Stray Kids Activation

Universal Music Group and gaming platform Roblox are expanding their partnership with the integration of additional tools to drive engagement and revenue.

They include Shopify for digital and physical merch sales and streamlined artist-label engagement, which will boost subsequent Roblox enhancements and beta features.

A new activation with K-pop giants Stray Kids (above) is now live on the platform. It follows the 2023 launch of Beat Galaxy, UMG's curated section of Roblox. UMG acts like Lady Gaga, Chappell Roan, Yeat and Glass Animals have used Roblox to promote their work.

"With this new framework, we are strengthening our commercial, creative and operational collaboration and unlocking new opportunities for our artists and label," said UMG EVP and Chief Digital Officer Michael Nash. "Built on this foundation and highlighted by the impending launch of UMG’s flagship ‘Tastemaker’ experience, this agreement ensures that UMG continues to lead the industry in shaping the future of music in immersive environments.”

Added Roblox CBO Enrico D'Angelo," This 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."

If you need HITS, we'll be immersed in this eight-count of Burger King French Toast Sticks.