Quick take:
- Spotify is the first music streaming brand with a presence on Roblox.
- Players on Roblox can create music on Spotify Island’s virtual beat-maker stations.
- Gamers can also interact with artists and go on mini-quests on Spotify Island.
Spotify announced today that it is entering the metaverse with the official launch of Spotify Island, the company’s very own virtual presence on kids’ gaming platform, Roblox. This makes Spotify the first music streaming service with a presence on Roblox.
On Spotify Island, the company is building an interactive virtual world where music fans and Roblox players can connect, create music together, hang out in digital spaces and gain access to exclusive virtual merch.
Users can also interact with artists, complete interactive quests and unlock exclusive content. There are also virtual beat-maker stations powered by Spotify’s beat-making app, Soundtrap, on which users can enjoy an immersive audio experience by creating music.
There will also be other musical Easter eggs for users to discover around the island. Users can even climb to the top of “The Charts” by collecting points in the game. Roblox users can collect Spotify’s heart-shaped “like” icon on the island, which can be exchanged for merch.
Aside from the main Spotify Island, Spotify will be building other themed islands on Roblox which users can portal out to. These destinations will give users access to exclusive content, artist interactions, and themed mini-quests.
The first themed experience that Spotify Island is rolling out is called K-Park, which pays homage to all things K-pop. Launching in the coming months, fans will have a chance to interact with K-pop artists Stray Kids and SUNMI.
Through Spotify Island, the music streaming service is creating a new channel for artists to connect with fans and to partner with Spotify on the creation of in-game virtual merchandise. Spotify’s portion of those sales will go directly back to the artists themselves.
This move comes amid Spotify’s plans to expand its brand’s reach into Web3. It has been searching for Web3 talents as it plans to add NFTs to its streaming service. Just two days ago, Spotify posted a job ad on LinkedIn, seeking a Senior Backend Engineer who can “help build engaging new experiences to foster connections with younger audiences,” as the job description states.
The company’s decision to launch its virtual presence on Roblox is strategic. According to Seeking Alpha, Roblox reported a user base and revenue growth of 45.5 million and $1.9 billion, an increase of 40% and 207% year over year, respectively. Those aged 13 and above make up 51.7% of the gaming platform’s user base in Q4 2021.
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