Universal Music Group and Roblox have signed a strategic agreement to deepen music, fan engagement and commercial opportunities on the Roblox platform, expanding how artists and labels connect with global audiences.
Under the deal, Roblox will work with UMG to introduce new commercial and creative integrations, including tools that allow artists and labels to sell digital and physical merchandise through Shopify. The companies also plan to streamline how artists and labels engage with Roblox, offering direct creative and operational support, along with early access to new platform tools and beta features.
UMG represents artists including Taylor Swift, Ariana Grande, Lady Gaga and Justin Bieber.
Both companies said the partnership reflects a shared commitment to responsible AI practices and creator protection, giving artists greater confidence to use their intellectual property in immersive digital environments.