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Roblox Inks Deal With Sony Music to Bring More Artists Into Its Game

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variety.com

Todd Spangler NY Digital EditorRoblox signed a deal with Sony Music Entertainment under which the companies plan to feature more Sony artists in the popular massively multiplayer online game.Terms of the agreement weren’t disclosed.

The companies said the partnership will “offer a range of new commercial opportunities for Sony Music artists” to reach new fans and generate new revenue streams around virtual entertainment.The Roblox-Sony Music tie-up comes after they previously partnered on select events — including a virtual concert by Lil Nas X in November 2020.

More than 36 million people watched Lil Nas X perform in the first-ever live virtual concert on Roblox, which included the debut of “Holiday,” according to Roblox.

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