Universal music Group partnered with Roblox to deliver Drake, Kendrick Lamar and prime rap stars to the gaming platform by means of new activations.

Universal music Group signed a serious take care of Roblox that may deliver the label’s greatest rap stars, together with Drake, Kendrick Lamar and Eminem, to the gaming platform by means of new artist activations and industrial integrations.

The partnership introduced creates new alternatives for UMG’s roster to attach with Roblox’s large person base.

Drake, who dominated Spotify as the most-streamed rapper globally in 2025, and Kendrick Lamar, who ranks among the many platform’s prime artists, will profit from enhanced music experiences on Roblox.

The deal consists of industrial options designed to spice up engagement and income for artists and labels. UMG and Roblox will combine with Shopify to allow the sale of digital and bodily merchandise instantly on the platform.

“UMG’s strategic relationship with Roblox is built on shared objectives of promoting innovation, empowering artists and deepening fan engagement,” mentioned Michael Nash, EVP & Chief Digital Officer at Universal music Group. “With this new framework, we are strengthening our commercial, creative and operational collaboration and unlocking new opportunities for our artists and labels.”

The partnership launches with UMG’s flagship “Tastemaker” expertise and a Stray Kids activation that went reside Thursday. Stray Kids data for JYP Entertainment and Republic Records beneath the UMG umbrella.

“We have worked closely with Universal music Group over the years to bring some of their top artists to Roblox to engage with next-gen fans in innovative and creative ways,” mentioned Enrico D’Angelo, Chief Business Officer at Roblox. “This strategic agreement represents a major step forward in building the future of immersive entertainment.”

UMG has already launched a number of campaigns on Roblox over the previous two years.

In 2023, Beat Galaxy created its personal curated music-discovery area. Last yr noticed the launch of Boombox with Styngr, which allowed licensed music streaming to be built-in into gaming experiences for the primary time.

Roblox has grow to be a cultural hub for music fan engagement. Recent artist activations included Yeat from Capitol Records, Lady Gaga from Interscope, Chappell Roan from Island Records, Glass Animals from Polydor Records and Sofi Tukker from Virgin music Group.

Artists will obtain direct inventive and operational assist, in addition to entry to new Roblox instruments and beta options.

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