Photo Credit: Universal Music Group
Universal Music Group has dropped ‘Beat Galaxy’ in Roblox in partnership with Supersocial to help drive metaverse-native music discovery.
Beat Galaxy is a next-generation social experience centered around music discovery, featuring a fully interactive social space for fans. From towering amplifiers to a 24/7 virtual club and themed UMG artist takeovers, the immersive space is designed for music discovery.
UMG says the Beat Galaxy experience is designed to become an epicenter for a wide range of UMG labels and artist integrations, launching with Interscope Records artist YUNGBLUD. Each new label integrated into the persistent experience will feature an in-experience takeover including exclusive content from the featured artists, such as custom track runners, dedicated world spaces, and limited virtual items including avatar fashion and accessories.
“We’re excited to partner with Roblox and Supersocial on Beat Galaxy, which aspires to take the experience of music in the metaverse to the next level in terms of scope, creativity, and commercial opportunity,” adds Michael Nash, Chief Digital Officer and Executive Vice-President, UMG. “UMG is committed to driving innovation to expand our portfolio of influential platforms such as Roblox, which our artists can use to connect with and engage audiences as technological change continues to transform the consumer landscape.”
“For UMG, Beat Galaxy represents a dynamic step forward in entertainment innovation, allowing us to change the way that music fans, artists, and labels interact with one another,” shares Alvaro G. Velilla, Senior Vice President, New Business at UMG. “Beat Galaxy is a living breathing music experience, and alongside Supersocial, we believe we’ve created the go-to music getaway on Roblox.”
Beat Galaxy features songs and labels from UMG’s catalog on the Roblox platform, allowing users to socialize and immerse themselves in music. It launches with one of the largest song catalogs on any experience in Roblox, with tracks spanning a wide range of genres and including hit songs from artists like Glass Animals, Kid Cudi, Becky Hill, and more.
Beat Galaxy joins Warner Music Group’s ‘Rhythm City‘,’ which was the first persistent music experience on Roblox. It launched in January 2023 and is a music-themed social roleplay experience within the game. Sony Music signed deals with Roblox in 2021 to create music experiences—but Roblox doesn’t have a Sony-backed music world yet.
