The Rolling Stones are taking over Roblox with a new music hub called “Beat Galaxy.” The takeover is made possible through a partnership between Universal Music Group and Supersocial.
Beat Galaxy reimagines music discovery and fan engagement for the digital age. The setting gives players a unique, interactive way to engage with the band's music while also interacting with other fans. The acquisition aims to bridge the gap between rock music legends and the younger generation, featuring experiences and gameplay around the band's greatest hits, exclusive virtual merchandise and premium avatar items.
“Bringing our music into the virtual world of Beat Galaxy is an innovative way to connect with new and existing fans,” the Rolling Stones said in their entirety about the acquisition.
Roblox's Beat Galaxy is designed to be the virtual epicenter for the integration of UMG's various labels and artists. The acquisition of The Rolling Stones will transform the ever-changing virtual world into an immersive experience that embodies the iconic art, style and influences of the band's illustrious career. Users can play track0runner games featuring the band's best-known hits, compete for prizes and visit a 24/7 virtual club and social hub.
Supersocial, the developer of Beat Galaxy, has worked directly with artists such as YUNGBLUD and Mae Stephens to effectively bring their brand to life in virtual environments. This Rolling Stones integration builds on the success of these artist integrations, which have collectively driven more than 84 million impressions and 500,000 unique visitors from immersive ads on Roblox.
“At Universal Music Group, our mission is to constantly innovate in music discovery and rediscovery while providing unique opportunities for artists,” adds Alvaro Berrilla, senior vice president of new business at UMG. “The Rolling Stones' appearance on Beat Galaxy is a testament to our inventive approach to music engagement. We're thrilled to use this initiative to reimagine the band's work and inspire other artists and labels to explore the possibilities of virtual spaces for music and their fans.”