The virtual world building platform Roblox has signed an agreement with Sony Music Entertainment. The deal expands the existing collaboration, which included a 2020 Lil Nas X concert at Roblox and a 2021 virtual dance performance with Swedish artist Zara Larsson.
The press release says the agreement includes “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,” although a Roblox representative said Limit that the company did not report any specific events or experiences at this time. According to the spokesperson, Roblox is also in talks with other record companies.
Roblox has grown dramatically in recent years, especially among young users. Platform – a system for creating games and other virtual experiences for profit or personal entertainment – reported 43 million daily active visitors in May. Many of these experiences include music, including through the official Roblox boombox product. Roblox and other “metaversion” -type worlds, such as Fortnite is also called the host live virtual concerts and start celebrations especially during a coronavirus pandemic.
The popularity of Roblox has made it positive and negative attention in the music industry. National Music Publishers’ Association (NMPA) sued the company enabling alleged piracy last month, accusing Roblox of profit when users download copyrighted songs and share them in the Roblox experience. Roblox compensation paid with one plaintiff in mid-June by signing a “strategic agreement” with the music industry BMG. At that time, NMPA CEO David Israelite said it “Some contracts with some record companies and publishers to host music events are by no means sufficient for the platform.”
In today’s announcement, Roblox emphasizes that “Roblox respects the rights of all authors and uses advanced technology to screen all downloaded music. Roblox has no tolerance for repeated violations and responds promptly to all DMCA requests sent. “The company declined to state in the record whether Roblox’s contract includes a license that covers users who play Sony music – something that major social media platforms like YouTube have made possible.