According to reports, Roblox, a virtual world construction platform, has signed an agreement with Sony Music Entertainment. The agreement extends existing collaborations, including a Lil Nas X concert in Roblox in 2020 and a virtual dance party with Swedish artist Zara Larsson in 2021.
A press release stated that the agreement will include the provision of innovative music experiences for the Roblox community, which in turn will provide a series of new business opportunities for Sony music artists to reach new audiences and generate new revenue streams around virtual entertainment. A spokesperson said that Roblox is still in talks with other record companies.
In recent years, Roblox has developed rapidly, especially among young users. The platform is a system for creating games and other virtual experiences for profit or personal entertainment. According to reports, the daily active visits of the platform reached 43 million in May.
In fact, many of these experiences incorporate music, including through official Roblox boombox props. Roblox and Fortress Night and other meta world style worlds also held live virtual concerts and kick-off parties, especially during the COVID-19 pandemic.
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Roblox’s popularity has won both positive and negative attention from the music industry. Last month, the National Music Publishers Association (NMPA) accused the company of piracy. The organization accused Roblox of making money by uploading copyrighted songs and sharing them in the Roblox experience.
Roblox reached a settlement with a plaintiff in mid-June and signed a strategic agreement with the music company BMG. At the time, NMPA CEO David Israelite stated that it was illegal for the platform to sign some agreements with some record companies and publishers to hold music events.
Roblox emphasized in today’s statement that Roblox respects the rights of all creators and uses advanced technology to filter all uploaded music. Roblox does not allow repeat offenders and will respond quickly to all DMCA requests submitted. The company declined to elaborate on whether Roblox’s agreement includes a license for users to play Sony music in the experience, which is allowed by mainstream social media platforms like YouTube.
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