The integration of music and gaming – and the monetization of music superfans – has taken another leap forward, with Universal Music Group (UMG) and one of its frontline labels, Republic Records, launching a new product in Roblox that will enable players to listen to music in-game.
Dubbed Boombox, the new product is described as “an ad-supported portable music player” embedded in Roblox that allows labels to launch playlists and integrate them into the gaming space dynamically.
According to the press release, Boombox will enable labels to “curate, distribute and monetize their offerings on Roblox”.
UPDATE: Earlier today (March 18), Universal Music Group issued a press release about the new Boombox product on Roblox that stated: “For the first time ever, all in-platform streams will count towards the Billboard charts.” This claim was repeated in the press release by STYNGR COO, Alex Tarrand. US market monitor Luminate has now stated that this is untrue. And Luminate would know, as it collects the data that powers the Billboard charts. A Luminate spokesperson said: “Due to an unfortunate miscommunication, the information regarding the data referred to in this announcement’s eligibility for the Billboard Charts is false.”
Boombox will roll out first in TWICE Square, the Roblox experience inspired by K-pop girl group TWICE. Developed through a partnership between Republic Records and JYP Entertainment, which created and manages TWICE, the TWICE Square space has become the most-visited music experience on Roblox.
After TWICE Square, UMG is planning a phased rollout of Boombox onto 3,500 Roblox experiences over the next year, using tools developed by Super League, a creator and publisher of content experiences on open gaming platforms such as Roblox, Minecraft, and Fortnite Creative.
“This integration not only enhances superfan experiences on the platform but does so with an extensive array of fully licensed music from UMG’s global roster of artists and labels.”
Alvaro G. Velilla, Universal Music Group
“By integrating Boombox, UMG solidifies its position as a vanguard of music innovation within the gaming sector,” said Alvaro G. Velilla, Senior Vice President, New Business at UMG.
“This integration not only enhances superfan experiences on the platform but does so with an extensive array of fully licensed music from UMG’s global roster of artists and labels, setting a new standard for how music can be integrated into the platform for the entire sector.”
“As we continue to build creative marketing and innovative concepts for our artists, it’s important to identify fan connections and elevate their experiences with new technologies,” said Tim Hrycyshyn, SVP, Digital Strategy, Republic Records.
“This Boombox partnership was a logical next step in helping fans discover the music they love, all the while ensuring artists are properly recognized for their art in this space. We’re incredibly proud of our efforts with STYNGR, Roblox and Super League, and of course TWICE and our partners at JYP Entertainment, to bring this innovative technology to life.”
STYNGR COO Alex Tarrand added: “Republic Records and TWICE have built a wildly entertaining Roblox experience that has captured the attention of their fans. Our goal with Boombox is to expand the immersive capabilities of music within TWICE Square and any experience within Roblox that wants to leverage the power of major label music.”
“This Boombox partnership was a logical next step in helping fans discover the music they love, all the while ensuring artists are properly recognized for their art in this space.”
Tim Hrycyshyn, Republic Records
Boombox comes just three months after UMG launched Beat Galaxy, a musical hub on Roblox designed to be the “virtual epicenter” for a wide range of UMG labels and artist integrations, starting with Interscope Records artist YUNGBLUD.
With over 250 million daily active users in 2023, Roblox is becoming an entertainment medium unto itself – and many in the music industry have been jumping in to capitalize on the potential of reaching a large audience of young gamers.
However, that could only happen once the copyright issues between Roblox and the music community were resolved. In 2021, the National Music Publishers’ Association sued Roblox on behalf of major and indie publishers, alleging widespread unauthorized use of music on the platform.
Months later, Roblox struck a deal with publishers, paving the way for the music industry to become legitimately involved in Roblox.
Since then, companies including Sony Music, Warner Music Group and BMG have established a presence in Roblox. The platform now hosts virtual concerts, such as the one held by K-pop act NCT 127 last year, and virtual DJ parties, such as DJ David Guetta’s 2022 event in partnership with WMG and Roblox developer Wonder Works Studios.
Individual artists are increasingly using the platform as part of album launches, as was the case last December when Cher promoted her new album, Christmas, through WMG’s Roblox space, Harmony Hills.
Also last December, Nicki Minaj launched an immersive 3D store in Roblox, coinciding with the release of her new album, Pink Friday 2.Music Business Worldwide
