UMG, the global leader in music entertainment, and Supersocial, a virtual world creator, have launched Beat Galaxy, a new music destination on Roblox, the platform for immersive social experiences.
Building on several successful activations on Roblox by UMG artists and labels, Beat Galaxy is a next-generation social experience centered around music discovery, featuring a fully interactive social space where fans and newcomers can meet, discover, and share their favorite artists and music. From towering amplifiers to a 24/7 virtual club and themed UMG artist takeovers, every aspect of the immersive space encourages discovery.
Beat Galaxy is a new Roblox hub that showcases various UMG labels and artists, starting with YUNGBLUD, the Interscope Records Artist, a songwriter, multi-instrumentalist, activist, and actor. Each label will have its own space in the hub, with special content from their artists, such as custom music tracks, themed worlds, and rare virtual items, like clothes and accessories for avatars.
Michael Nash, Chief Digital Officer and Executive Vice-President of Universal Music Group, said the following;
“We’re excited to partner with Roblox and Supersocial on Beat Galaxy, which aspires to take the experience of music in the metaverse to the next level in terms of scope, creativity and commercial opportunity. UMG is committed to driving innovation to expand our portfolio of influential platforms such as Roblox, which our artists can use to connect with and engage audiences as technological change continues to transform the consumer landscape.”
Alvaro G. Velilla, Senior Vice President of New Business at UMG, added,
“For UMG, Beat Galaxy represents a dynamic step forward in entertainment innovation, allowing us to change the way that music fans, artists, and labels interact with one another. Beat Galaxy is a living, breathing music experience, and alongside Supersocial, we believe that we’ve created the go-to music getaway on Roblox,”
Beat Galaxy is more than a music game and a place to find new music and artists. It will also host live shows and pop-up shops based on live events in the game. Users will be able to visit other UMG worlds and experiences on Roblox through portals in the game, making a connected UMG galaxy.
NEXT: The 7 most terrifying video games that will haunt your dreams
