Universal Music Group’s dealmaking team has been on a tear in 2025, and its final deal of the year appears to be with Roblox.
Universal Music Group partnered with Roblox to bring Drake, Kendrick Lamar and top rap stars to the gaming platform through new activations.
Roblox has increasingly become a cultural hub for music fan engagement, as seen with recent artist activations from the likes of Yeat (Capitol Records), Lady Gaga (Interscope), Chappell Roan (Island ...
I traveled to Roblox's headquarters to do a demo of a new safety feature it says will help protect child users.
How Roblox and Fortnite are being utilized by Hollywood studios to spread brand awareness, even as safety proves to be an issue.
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