Spotify is officially launching a virtual presence on the Roblox kids gaming platform.
By doing so, the company says it will become the first music streaming brand to have a presence on Roblox, marking its official entry into the metaverse.
Spotify’s presence on Roblox has been dubbed “Spotify Island”, which it calls “a haven of sound where fans and artists from all over the world come together”.
Daniel Ek’s company explains that through this interactive world, it aims to “create a place where fans can connect and create new sounds together, hang out in digital spaces and access exclusive virtual merchandise.”
Spotify’s official launch on Roblox comes amid a campaign to recruit Web3 experts to the company.
The company recently hired a senior backend engineer to work on a team “responsible for growth through new technologies, such as Web3”.
According to this job posting, Spotify was specifically looking for people who can “build compelling new experiences to foster connections with a younger audience.”
In the third quarter of 2021, Roblox reported that users between the ages of 17 and 24 were the fastest growing age group. In the fourth quarter of 2021, Roblox reported that 51.7% of users on its platform were 13 and older.
Spotify says Roblox players who visit Spotify Island can now “mix with artists, complete interactive missions and unlock exclusive content”.
These users can also create music and explore sounds on virtual beatmaker stations powered by Soundtrap.
The streaming company also says that Roblox users will be able to collect points to climb to the top of “The Charts,” in addition to collecting 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 impresses when it comes to how users can experience Spotify Island on Roblox.”
Elsewhere, as part of the announcement, Spotify says Roblox players can “break out” Spotify’s main island into themed islands that “will come alive all year round.”
These themed virtual destinations will feature exclusive content, artist interactions, and themed “mini quests” designed, according to SPOT, “for superfans and curious explorers alike.” The first experience on Spotify Island is K-Pop themed K-Park.
Scheduled to launch later this spring, Spotfiy says K-Park will give fans the chance to interact with superstars stray children and SUNMIA†
“This launch only impresses when it comes to how users can experience Spotify Island on Roblox,” said Spotify in its blog post.
In today’s news, Roblox is getting even closer to the music industry, following deals signed 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 entered a $520 million Series H investment round in Roblox owner Roblox Corporation and reportedly invested an eight-figure sum in the company.
In addition, Roblox has served as a platform for virtual performances by artists such as Lil Nas X, 21 Pilots, David Guetta (in association with WMG), and 24KGoldn, as well as working with artists such as Zara Larsson and KSI.
Today’s launch also follows last month’s announcement that Jonathan Vlassopulos was stepping down from his role as Global Head of Music at Roblox in late April.
Vlassopulos said he would remain on the platform after he left as an advisor to “help Robblox execute its music strategy.”
According to the results released last week, Spotify’s global subscribers have increased by 2 million quarter-on-quarter in Q1 2022, up to 182 million subscribers worldwide. That’s more than 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