UMG and Roblox Deepen Ties on Merch, Monetization and Artist Activations

Universal Music Group and Roblox have struck a new strategic partnership aiming to deepen connections between artists, fans and music on the 19-year-old gaming platform, as more and more labels seek engagement beyond traditional streaming.

The agreement focuses on enhanced music and commercial integrations within artist experiences, including new monetization tools. A key feature is Shopify integration, enabling digital and physical merchandise sales directly inside Roblox. The companies said they will also streamline collaboration for artists and labels, offering creative support and early access to new features.

Both companies emphasized their commitment to ethical AI practices and the protection of intellectual property, with the goal of creating a secure environment in which artists can experiment with new formats while retaining control of their work. UMG said the partnership with Roblox is rooted in shared goals of fostering innovative ways to empower artists and strengthening connections with fans.

“With this new framework, we are strengthening our commercial, creative and operational collaboration and unlocking new opportunities for our artists and labels,” explained Michael Nash, UMG’s evp and chief digital officer. “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.”

UMG said on Friday that will debut a series of activations in the coming months, starting today with K-pop group Stray Kids. The deal builds on UMG’s prior Roblox ventures, including Beat Galaxy in 2023 and Boombox a year later, which introduced the all-important licensed music streaming into gameplay.

Founded in the early 2000s and launched in 2006, Roblox has evolved into a global creator ecosystem averaging more than 85 million daily users by 2025, according to the company, and has emerged as a hub for music fandom, hosting artist activations from Lady Gaga, Chappell Roan, Glass Animals and Sofi Tukker, among others

UMG is not alone in continuing to bet on Roblox’s potential, following Warner Music’s launch of Rhythm City in 2023, partnerships from Sony Music and BMG in 2021, and Spotify’s entry onto the platform in 2022 with its “Island” environment.

“We have worked closely with Universal Music Group over the years to bring some of their top artists to Roblox to engage with next-gen fans in innovative and creative ways,” said Enrico D’Angelo, chief business officer at Roblox. “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.”