Universal Music Group Signs Agreement With Roblox To Enhance Music, Commercial Integrations Across Artist, Fan Experiences

Universal Music Group (UMG), the world leader in music-based entertainment and Roblox, an immersive gaming and creation platform, today announced a new strategic agreement that will see the companies collaborating to enhance music and commercial integrations across artist and fan experiences.

The deal includes the integration of commercial features that aim to drive increased engagement and revenue for artists and labels, with the ability to leverage Shopify for digital and physical merchandise sales. The two companies will work closely to streamline artist and label engagement within the platform, providing direct creative and operational support and access to new Roblox tools and beta features.