In keeping with the announcement this morning (December 19), the deal will see the businesses collaborate to “improve music and industrial integrations throughout artist and fan experiences” on the platform.
UMG additionally mentioned that this “collaboration displays a shared dedication to accountable AI practices and to supporting the music and artists UMG represents”.
The deal consists of the combination of business options designed to “drive elevated engagement and income for artists and labels”.
Amongst these options is the flexibility for artists and labels to promote digital andbodily merchandise to followers on the platform utilizing Shopify.
The power for UMG artists and labels to make use of Shopify for digital and bodily merchandise gross sales on the platform arrives amid the rising significance of D2C merch gross sales within the music {industry}.
UMG’s Q3 earnings revealed a 23.1% YoY soar in income from bodily music gross sales, rising to €341 million (USD $398.31 million) within the quarter.
Common’s management workforce additionally revealed on the corporate’s Q3 earnings name that two-thirds to 75% of vinyl gross sales come via UMG’s personal D2C shops.
UMG’s new take care of Roblox arrives amid a interval of “extraordinary progress” for the gaming platform.
Roblox instructed its shareholders in October that it exceeded 150 million Day by day Energetic Customers in Q3, up 70% YoY (see under).
UMG and Roblox say that they may “work carefully to streamline artist and label engagement throughout the platform, offering direct inventive and operational assist and entry to new Roblox instruments and beta options”.
The press launch added: “By aligning on the very best pursuits of creators, Roblox and UMG are guaranteeing a platform setting the place collaborating creators can confidently leverage their mental property alongside evolving platform improvements”.
UMG mentioned that it’s going to proceed to roll out a collection of artist activations throughout the platform over the approaching months, starting with Stray Youngsters (JYP/Republic Data), which launches at the moment.
Over the previous two years, UMG claims to have launched “a number of progressive industry-first campaigns” instantly on the Roblox platform.
These have included the launch of Beat Galaxy, UMG’s personal curated area for music discovery in 2023, and final yr noticed the launch of Boombox, with Styngr, which allowed licensed music streaming to be built-in into gaming experiences throughout the platform for the primary time.
Michael Nash, UMG’s EVP & Chief Digital Officer, additionally revealed at the moment what he described because the “impending launch” of UMG’s flagship “Tastemaker expertise” on the platform.
Roblox has “more and more change into a cultural hub for music fan engagement,” mentioned UMG, citing current artist activations from the likes of Yeat (Capitol Data), Girl Gaga (Interscope), Chappell Roan (Island Data), Glass Animals (Polydor Data/Republic Data) and Sofi Tukker (Virgin Music Group).
“UMG’s strategic relationship with Roblox is constructed on shared targets of selling innovation, empowering artists and deepening fan engagement.”
Michael Nash, UMG
In making the announcement, Michael Nash, EVP & Chief Digital Officer, Common Music Group, mentioned: “UMG’s strategic relationship with Roblox is constructed on shared targets of selling innovation, empowering artists and deepening fan engagement.
“With this new framework, we’re strengthening our industrial, inventive and operational collaboration and unlocking new alternatives for our artists and labels.
“Constructed on this basis and highlighted by the upcoming launch of UMG’s flagship ‘Tastemaker’ expertise, this settlement ensures that UMG continues to steer the {industry} in shaping the way forward for music in immersive environments.”
“This strategic settlement represents a significant step ahead in constructing the way forward for immersive leisure, with this partnership considerably increasing the industrial and inventive alternatives for UMG artists and labels on our platform.”
Enrico D’Angelo, Roblox
Enrico D’Angelo, Chief Enterprise Officer, Roblox mentioned: “We’ve got labored carefully with Common Music Group through the years to carry a few of their high artists to Roblox to interact with next-gen followers in progressive and inventive methods.
“This strategic settlement represents a significant step ahead in constructing the way forward for immersive leisure, with this partnership considerably increasing the industrial and inventive alternatives for UMG artists and labels on our platform.”
