Spotify officially launches a virtual presence on the Roblox children’s gaming platform.
In doing so, the company says it becomes the first music streaming brand to have a presence on Roblox, with the launch marking its entry into the metaverse business.
Spotify’s presence on Roblox is called ‘Spotify Island‘. The company explains that through this interactive world, it plans to “create a place where fans can connect and create new sounds together, hang out in digital spaces, and access exclusive virtual merchandise.”
Through Spotify Island, Spotify says it “creates an easy opportunity for artists to connect with fans and partner with Spotify for the creation of virtual in-game merchandise.”
The announcement adds: “Spotify’s share of these sales will go directly to the artists themselves. We will be working with artists to create more opportunities like this in the months to come.”
The launch of Spotify on Roblox is part of a campaign to recruit Web3 experts within the company.
The company recently recruited a senior backend engineer to work in a team “responsible for growth through new technologies, such as Web3”.
According to this job adSpotify specifically sought people who can “build engaging new experiences to foster connections with younger audiences.”
In Q3 2021, Roblox reported that users between the ages of 17 and 24 were its fastest growing age bracket. In Q4 2021, Roblox reported that 51.7% of users on its platform were aged 13 and over.
Spotify says Roblox players visiting Spotify Island will now be able to “mingle with artists, complete interactive quests, and unlock exclusive content.”
These users will also be able to create music and explore sounds on virtual beatmaker stations powered by Soundtrap.
The streaming company also says that Roblox users will have the opportunity to collect points to climb to the top of “The Charts”, in addition to being able to collect a heart-shaped “Like” icon, which can be exchanged for merch. .
Spotify says these platform games will allow fans to interact with its brand “in a whole new way”.
“This launch only scratches the surface when it comes to the ways users can experience Spotify Island on Roblox.”
Elsewhere, as part of the announcement, Spotify says Roblox players will be able to “break out” from Spotify’s main island to themed islands that will “come alive throughout the year”.
These themed virtual destinations will feature exclusive content, artist interactions, and themed “mini-quests” designed, according to SPOT, “for both superfans and curious explorers alike.” The first experience on Spotify Island is K-Pop themed K-Park.
“This launch only scratches the surface when it comes to the ways users can experience Spotify Island on Roblox,” Spotify said in its blog post.
Today’s news sees Roblox getting even closer to the music industry, following deals struck last year with BMG (June), Sony Music Entertainment (July), National Music Publishers Association in September, and Electric Daisy Carnival producer Insomniac in October.
In January 2021, Warner Music Group joined a $520 million Series H investment round in Roblox owner Roblox Corporation and reportedly invested an eight-figure sum in the company.
Additionally, Roblox has served as a platform for virtual performances by artists like Lil Nas X, 21 Pilots, David Guetta (in partnership with WMG), and 24KGoldn, and has also worked with artists like Zara Larsson and KSI.
Today’s launch also follows last month’s announcement that Jonathan Vlassopulos was leaving his role as Global Head of Music at Roblox at the end of April.
Vlassopulos said he would stay on as an advisor on the platform after his departure, to “help Roblox continue to execute on its music strategy.”
According to results released last week, Spotify’s global subscribers increased by 2 millions quarter-on-quarter in Q1 2022, rising to 182 million subscribers worldwide. That’s up from the 180 million subscribers the company had at the end of 2021.
Spotify’s Global Monthly Active Users (MAU) Hit 422 million at the end of the quarter, up 16 million quarter on quarter.The music industry around the world