Roblox has launched a new “Listening Parties” feature where artists can preview their new albums.
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The online gaming platform recently signed a new agreement with Sony Music Entertainment, with the aim of giving artists signed by Sony “business opportunities to reach new audiences.” It has been said that the service will also host innovative music experiences for its users.
As Music trade around the world reports, the platform has now launched its “latest music innovation in the metaverse” with “Listening Parties”. Poppy became the first act to host a listening event last Friday (September 24), airing her feature debut “Flux”.
The Boston artist made the LP available through “All [Roblox] experiences ”including Overlook Bay, RoBeats, Robloxian High School, Creatures Of Sonaria and Dragon Adventures. She also answered questions about ‘Flux’ on the platform.
Stream playing all weekend in all experiences too! ??
– Poppy (@pavot) September 24, 2021
The “Listening Parties” will allow musicians to present new records “to millions of fans who can listen to their music while they play and spend time with their friends”. Users will be able to access the albums through certain “best experiences” on Roblox.
Speaking on the first installment, Jon Vlassopulos, Vice President and Global Head of Music for Roblox, said: “It has been such a pleasure working with Poppy and [her label] Sumerian Records to kick off our very first night of listening.
“Music is an integral part of how we express ourselves, entertain and connect with other people, and we want to continue to find new ways to make music an integral part of the Roblox experience.”
He continued, “Allowing Poppy fans to enjoy her new Flux album where they already spend time with their friends seemed like a no-brainer, and our developers jumped at the opportunity to participate!”
Jill Pedone, Strategy Director at Sumerian Records, added that the label was “always looking for new and innovative ways to help our artists break the noise and reach fans where they already are.”
Lil Nas X and Zara Larsson – both Sony artists – have previously given virtual performances on Roblox, with the old show drawing a record 35 million viewers.
Earlier this month, Twenty One Pilots performed an online gig through the platform – featuring “hit songs as well as new material from the band’s 2021 album, ‘Scaled and Icy’.”