Roblox wants to bring more virtual events to the metaverse. Following Lil Nas X’s and Zara Larsson’s virtual experiences on Roblox this past year, the platform is betting on more virtual events in a new partnership with Sony Music. The deal will bring more Sony artists to the metaverse for virtual events, and Sony’s president of global digital business notes, “Immersive online environments represent a meaningful opportunity for reaching a growing number of fans who want to use virtual communities to enjoy shared music experiences.” More than 36 million people tuned in for Lil Nas X’s debut of “Holiday” during his virtual event on Roblox last November, and the platform is quickly becoming home to some of Gen Z and Millennials’ favorite online experiences. (Tubefilter)
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