Universal Music Group (UMG) announced the launch of Beat Galaxy, a new “music hub” on Roblox, the popular gaming platform that boasted more than 66 million daily active users as of March 2023.
Beat Galaxy includes a rhythm game component — the subgenre of games devoted to interacting with music — set to tracks from UMG artists as well as a future venue for virtual concerts, according to a press release.
“Beat Galaxy creates a next-generation music discovery experience on Roblox that not only provides an opportunity for a fun social gameplay, but creates true utility for music discovery beyond the algorithm in a community-driven way,” Yonatan Raz-Fridman, founder/CEO of Supersocial, said in a statement. (Supersocial makes games for Roblox.)
In recent years, the music industry has been increasingly interested in tapping into the gaming audience, which is massive, youthful and scattered around the globe. In 2021, the analytics company Midia Research called gamers “the new frontier of music’s fan-centric growth.”
That’s in part because there are plenty of statistics suggesting that gamers are actively interested in music. In 2022, the IFPI reported that 44% of gamers watched a virtual music concert on a gaming platform in the last three months. “42% of Gen Z gamers listen to other music while gaming,” according to a Deloitte study, “and 34% hear music in a game and then look it up online to stream or buy.”
In the case of Roblox, which grew rapidly during the pandemic, music industry interest has resulted in a steady stream of partnership announcements. A smattering from the last 19 months: Spotify teamed up with Roblox on a virtual music island, Elton John created his own virtual experience, Warner Music Group launched Rhythm City (a “music-themed social roleplay experience”) and the K-Pop group TWICE dove into the (virtual) fray. On Dec. 8, Cher announced a four-week Roblox event to promote her new Christmas album.
Alvaro G. Velilla, senior vp of new business at UMG, described Beat Galaxy as “a living, breathing music experience.”
“Alongside Supersocial,” he added, “we believe that we’ve created the go-to music getaway on Roblox.”
The first UMG artist to partner with Beat Galaxy is YUNGBLUD.