Spotify announced today that it will become the first music streaming brand to have an official presence within Roblox, with the launch of “Spotify Island”, a place where artists and fans will come together to play interactive quests, unlock exclusive content and purchase artist merchandise.
The new Spotify Island destination in Roblox will actually consist of a central continent surrounded by a collection of themed islands, which players can explore and interact with by walking, running, jumping, touching, and picking up various objects. The worlds themselves feature a color palette centered around Spotify’s shades of green, with oranges and purples blended in.
There’s also a music player box in the top right corner of the world, which will feature a soundtrack powered by Soundtrap, one of Spotify’s audio creation tools. Music here can be played or paused, or players can skip tracks, the company says.
An in-game merchandise store, meanwhile, will feature a variety of exclusive Spotify merchandise that can be imported into other parts of Roblox, as well as special artist merchandise that will serve as an additional revenue stream for creators. Spotify says artists will be able to keep Spotify’s share of those merchandise sales (minus the Roblox cut) and Spotify can help with product design, if needed.
Initially, four free items can be unlocked by completing missions around Spotify Island, doing things like playing sounds in the world crystal cave and on a trampoline, or collecting the musical notes scattered all over the island. .
There are also little hearts around Spotify Island that can be collected to unlock hidden Easter eggs. For example, an easter egg will change the island from day mode to night mode for the individual player. They can then pick up the glowsticks on the ground to leave glowing trails behind them as they run. A ranking will follow the hearts collected by the various visitors to the island.
Spotify’s vision for the island is to turn Roblox players into creators themselves, according to the company. At launch, it does this by having players create sounds on its Soundtrap-powered virtual beat-making stations, and moving through a “stage” area where they can interact with objects like a confetti cannon and bubbles, thus becoming performers themselves. But over time, the company said it plans to expand that experience, without going into specifics.
“The scene isn’t the typical artist broadcast to the fan experience. We’re flipping the script and empowering players to be the creators and really feel like the artist playing,” Abby said. Stewart, Director of Business Development at Spotify.
Spotify also says the island will continue to evolve with new worlds to explore focused on music and fandoms. The first of these will be K-Park, a bespoke experience designed as a tribute to Kpop culture. The first two artists to activate in this space are Stray Kids and Sunmi. The latter will have Roblox merchandise available starting today, while Stray Kids merchandise will arrive in the coming weeks.
The launch of the Roblox world comes at a time when music has become an important competitive advantage for online gaming platforms as they position themselves as a future entry point to engage in the “metaverse”.
Fortnite helped start the trend with its in-game Travis Scott concert in 2020, followed by its Ariana Grande concert last year, and its more recent collection of Coachella-themed merchandise and music aimed at celebrating the festival on its platform. Roblox, meanwhile, also held its first virtual concert of 2020 when it hosted Lil Nas X in a custom-designed online event space with multiple stages inspired by the artist’s music. And last year, Roblox confirmed its intentions to bring more artists into its online gaming worlds with the announcement of a partnership with Sony Music, aimed at helping artists reach fans within Roblox. and earn money.
Spotify, which already hosts more than 2.2 million gaming-related playlists, said it saw the potential to reach a younger generation of music fans with the launch of its gaming experience on Roblox. According to a Deloitte survey, more than 80% of people in the United States played games, and Gen Z gamers spent an average of 11-13 hours per week playing their favorite titles.
“We want to meet this next generation of gamers where they are, while opening up new opportunities for fans and artists to engage with the game,” said Alia Calhoun, global head of partner marketing, in a statement. Roblox world demo to select press on Monday.
While Spotify Island may be able to attract various fanbases who follow their favorite artist around the world to pick up some Roblox swag, the lack of virtual concert news alongside the announcement is a little disappointing. That said, Spotify seems to have planned for the concerts to come at some point given that it’s built a stage with a big screen behind it. But when asked directly about her plans, the company declined to share more than that. He only said that Roblox users should “stay tuned” for special programming in the future.
The new Spotify Island experience is now available in Roblox at Roblox.com/Spotify. On Spotify itself, there is also a new playlist called Spotify Island on Roblox to stream.