Roblox has confirmed a new collaboration with iconic rock group The Rolling Stones.
Following collabs with Lil Nas X, Elton John and Nicki Minaj, the latest Roblox venture sees The Rolling Stones introduced to Beat Galaxy, a virtual world created by Universal Music Group.
Users will be able to play an interactive track-runner game featuring Rolling Stones hits, compete for prizes, and obtain exclusive virtual Rolling Stones merchandise during the experience. There will also be a virtual club and social hub.
“Bringing our music to the virtual world of Beat Galaxy is an innovative way to connect with our new and existing fans,” said The Rolling Stones in a statement.
According to the announcement, The Rolling Stones’ takeover of Beat Galaxy will transform the ever-changing virtual world into an immersive experience that embodies the iconic art, styles, and influences from the band’s illustrious career. The virtual experience was created with the help of Supersocial.
“We are thrilled to bring one of the most storied rock bands of all time to Roblox,” said Supersocial founder Yonatan Raz-Fridman. “This collaboration not only highlights the versatility of Beat Galaxy, but the continued impact the virtual experience is making for artists, both new and world famous. With the ongoing success of Beat Galaxy, we continue to underscore that artists can engage with fans in new and meaningful ways in the metaverse.”
“At Universal Music Group, it is our mission to constantly innovate music discovery and re-discovery, while presenting unique opportunities to our artists,” added Alvaro Velilla, senior vice president, new business at UMG. “The Rolling Stones’ entrance to Beat Galaxy is a testament to our inventive approach toward music engagement. We’re excited to reimagine the band’s work through this activation and inspire other artists and labels to explore the potential of virtual spaces for music and fans.”
The Rolling Stones Roblox experience is live now.
Earlier this year, it was reported that music played in Roblox would count towards the Billboard Charts, but that turned out to be a miscommunication. However, speaking to NME in 2022, Roblox’s head of music claimed artists could sustain successful careers without ever having to play a physical world gig.
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