Roblox, an online gaming creation that is very popular with children, reached 42.1 million daily active users (DAUs) for the first quarter of 2021 with an increase of 79% year over year. Roblox has recently secured a partnership with Sony Music Entertainment (SME). Warner Music Group has also provided an eight-figure investment for Roblox.
This gaming company served as a platform for Lil Nas X and Swedish singer Zara Larsson, hosting big concerts where Lil Nas X debuted with his song “Holiday” in November 2020 (the first-ever live virtual concert where 36 million people watched). Zara Larsson had over 4 million visits for her launch party back in May 2021. Roblox’s partnerships with music companies would allow artists to generate revenue through streams as people play the game. Roblox and SME aim to develop “innovative music experiences for the Roblox community”.