Roblox may be a place for The Young People, but that doesn’t mean some old dogs (said affectionately, don’t wallop us with a guitar, Keef!) can’t learn new tricks on the platform. The Rolling Stones are taking over Universal Music Group’s ‘Beat Galaxy’ Roblox experience, with a track-runner game featuring their hits, as well as other social and competition features.
The takeover follows similar activations for artists including Yungblud and Mae Stephens. UMG says that the experience, launched in December 2023 with metaverse agency Supersocial, has attracted more than 500,000 unique visitors so far. Far be it from us to poke the competitive bears in the major-label world, but it’s interesting to track the progress of these companies own-brand Roblox experiences.
According to their public stats on Roblox, UMG’s Beat Galaxy has 1.2m lifetime visits, while Sony Music’s AVNU had 218k in its ‘OG’ version, but has recently relaunched in a separate new version with 53.1k visits so far. WMG’s Harmony Hills has 12.7m lifetime visits, meanwhile.
