Besides announcing an expanded Universal Music deal, Roblox today added an activation for Republic-signed Stray Kids. Photo Credit: Roblox
Universal Music Group (UMG) and Roblox have inked an expanded strategic agreement – including plans for additional physical merch offerings, possible AI collaborations, and more.
UMG and the self-described “immersive gaming and creation platform” unveiled their bolstered deal this morning, pointing to forthcoming joint efforts “to enhance music and commercial integrations across artist and fan experiences.”
And while time will tell precisely what those efforts entail, off the bat, the two confirmed that “a series of artist activations” will launch in the approaching months. One such activation rolled out today in support of JYP- and Republic-signed Stray Kids.
Though Stray Kids’ on-platform presence appears to revolve around highly lucrative digital products, UMG and Roblox also emphasized the latter’s ability to facilitate physical sales via a Shopify tie-up.
In May, Shopify announced that brands could officially “create immersive commerce experiences right inside Roblox to reach an engaged audience of 97+ million daily active users.” Technically, The Weeknd was the first UMG artist to leverage the capability.
Given said capability’s prominent positioning in today’s release, however, other acts are presumably poised to take a stab at moving physical products. At some level, this might simply be a numbers game on Roblox, which added UMG’s and Republic’s Boombox last year.
Despite its well-documented controversies and lawsuits, Roblox posted a staggering 70% year-over-year spike in daily active users for Q3, when the figure flew past the May 2025 total to finish at nearly 152 million. Meanwhile, third-quarter engagement hours spiked 91% YoY to almost 40 billion, according to the platform.
Back to the digital side, Roblox intends to provide UMG with “direct creative and operational support” as well as “access to new Roblox tools and beta features.”
That’s worth keeping in mind with regard to artificial intelligence; as things stand, the companies’ noncommittal AI comments may raise more questions than they answer.
“This collaboration reflects a shared commitment to responsible AI practices and to supporting the music and artists UMG represents,” the relevant text reads. “By aligning on the best interests of creators, Roblox and UMG are ensuring a platform environment where participating creators can confidently leverage their intellectual property alongside evolving platform innovations.”
As the majors haven’t hesitated to explore AI initiatives as of late – UMG’s now finalized pacts with Splice, Spotify, Udio, and KLAY Vision, to name a few – related Roblox undertakings don’t seem outside the question.
In any event, Roblox chief business officer Enrico D’Angelo touted the deal as “a major step forward in building the future of immersive entertainment, with this partnership significantly expanding the commercial and creative opportunities for UMG artists and labels on our platform.”
And in remarks of his own, UMG EVP and chief digital officer Michael Nash emphasized the partnership’s foundation in the “shared objectives of promoting innovation, empowering artists and deepening fan engagement.”
“With this new framework, we are strengthening our commercial, creative and operational collaboration and unlocking new opportunities for our artists and labels,” Nash continued. “Built on this foundation and highlighted by the impending launch of UMG’s flagship ‘Tastemaker’ experience, this agreement ensures that UMG continues to lead the industry in shaping the future of music in immersive environments.”
