Gaming platform Roblox has more than 150 million monthly active users, and its head of music recently told Music Ally how keen the company is to work with artists and labels.
Now we’ve got one of the first examples: pop artist Ava Max is holding an album launch party in Roblox later today (25 September).
Atlantic Records and Artist Partner Group worked with a Roblox developer to create the ‘Ava Max Heaven & Hell Launch Party‘ space, based on the album’s ‘supernatural space’ theme.
“Fans will use jump pads to get to the sky-high dance floor where they can enjoy Ava’s new tunes, shop cool merch to dress their avatars up with Heaven or Hell wings and swords, complete fun quests, socialise, ask Ava questions, and get a private live performance of a couple of her hit songs,” announced Roblox.
It also said that this is part of a wider partnership with Warner Music Group that will see more artists on WMG’s labels working with Roblox in the months ahead.