Warner Music Group Partners With Roblox on Rhythm City
Roblox's large, passionate user-base continues to attract interest from the music industry
Warner Music Group will launch Rhythm City — a “music-themed social roleplay experience” — on the gaming platform Roblox on February 4th.
Not only will Rhythm City host events and shows from Warner’s artists, it will allow users to take on roles like DJ, producer, or dancer as they explore the virtual world and purchase digital items only available on Roblox. Rhythm City was developed in partnership with Gamefam, a metaverse-focused gaming and content company.
Warner is the latest music company to partner with Roblox, which has been around for more than 15 years but exploded in popularity with young users during the pandemic. Sony Music and BMG announced partnerships with Roblox in 2021. Spotify became “the first music-streaming brand to have a presence on Roblox” last year.
Earlier this month, Roblox announced that it had more than 61 million daily active users in December who spent close to 5 billion hours on the platform. It’s no surprise, then, that record companies are eager to find new ways to seed their music to Roblox users.
“Immersive online environments represent a meaningful opportunity for reaching a growing number of fans who want to use virtual communities to enjoy shared music experiences,” Dennis Kooker, Sony Music’s president of global digital business and U.S. sales, said in 2021. When BMG announced its Roblox partnership, Christopher Ludwig, BMG’s vp of global digital partnerships and strategy, noted that the platform “has transformed the gaming experience for millions and is proving a powerful way to introduce new generations to music they love.”
In a statement announcing Rhythm City, Oana Ruxandra, chief digital officer and evp, business development at Warner Music Group, struck a similar tone. “As our lives become increasingly digital, exciting opportunities are opening up for artists and fans to engage and interact,” she said. “WMG is focused on facilitating the foundations of these new experiences by building and experimenting across evolving ecosystems. This partnership with Gamefam sees WMG creating a place for artists and audiences to come together to define and contextualize their communities within living spaces.”
Joe Ferencz, founder and CEO at Gamefam, added that “we are thrilled to have a chance to combine our passion for developing authentic, highly-engaging metaverse content with our love of music.” “WMG has been a brilliant partner in pushing innovative strategies, and together with our expertise, we’ve channeled that into production excellence creating a new community for music lovers in the metaverse,” he continued.
Warner acts, including Twenty One Pilots and David Guetta, have previously hosted virtual concerts on Roblox.