![]() ![]() The company is also up against stiff competition from gaming platforms like Fortnite, which has put on musical spectacles with Travis Scott and Ariana Grande. He also points out that the platform has agreements with three of the four top publishers. Vlassopulos says Roblox is discussing the plaintiffs’ claims with the NMPA, which declined to comment, although both sides are hopeful for a resolution. This was his avatar from Roblox.” Diana KingĪlong the way, Roblox has faced criticism from the National Music Publishers’ Association, which, on behalf of more than a dozen publishers, alleged in a $200 million copyright infringement lawsuit filed in June that the platform is hosting a “massive” library of unlicensed songs uploaded by users. “After the big success of our first virtual concert with Lil Nas X, our production partner got these amazing statues done. Roblox, which went public in March with a $41 billion valuation, reported $454 million in revenue in the second quarter of 2021, a 127% year-over-year increase. Warner Music Group joined the platform’s $520 million series H investment round in January, and over the summer, Sony Music Entertainment and BMG each formed partnerships to bring their artists into the game. Since then, Roblox has only deepened its musical footprint. ![]() ![]() “We had gotten stuck in a bit of a box with, and it felt like there was more opportunity to have a experience that was hyper-social,” he says.įor Roblox’s first-ever virtual concert in November, Lil Nas X wore a motion-capture suit to live-debut his single “Holiday” as an avatar in a winter wonderland, attracting 33 million total views across four airings. He joined Roblox in August 2019 with a plan to socialize the music-listening experience through games. Roblox Raises $520M From Warner Music Group and OthersĪ DJ in his college years, Vlassopulos got his start helping the music business adapt to the digital era: He led business development at BMG in the late 1990s, then managed entertainment partnerships at AT&T Wireless when ringtones were the rage. Over the last nine months, Roblox has partnered with Zara Larsson, Royal Blood, Ava Max, Why Don’t We and Lil Nas X on music experiences such as virtual concerts (where artists perform as avatars) and new-release launch parties (where, like KSI’s performance, the artist beams in on a video screen), all spearheaded by Roblox global head of music Jon Vlassopulos. It was just the latest music event within the free gaming platform, where a community of 42 million daily active users create and play their own games (there are now over 40 million) and spend real money on virtual currency called “Robux” to buy accessories for their avatars. The experience reaired throughout the weekend and received 11 million total visits, according to Roblox, while KSI’s virtual merch line has reached six figures in sales. The artist himself appeared on a video screen onstage while the players in the crowd bounced on floating discs, direct-messaged one another and showed off virtual merchandise like a KSI-branded backpack. On Aug. 13, more than 422,000 concurrent players gathered in a London-themed virtual world within the Roblox gaming platform to watch British rapper KSI perform songs from his July album, All Over the Place. ![]()
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