Roblox: Reducing Friction for Artists and Fans
Roblox, the popular online platform, has become a powerful tool for artists and music labels to connect with fans in new and immersive ways. Karibi Dagogo-Jack, head of music partnerships at Roblox, draws inspiration from “The Jost Report,” a 1966 report about reducing friction in machines. He believes that by reducing friction for artists to create and engage with their fans, Roblox can generate a ripple effect of positive outcomes.
Since joining Roblox in December 2021, Dagogo-Jack has witnessed notable artists and music brands, such as David Guetta, Charli XCX, and Warner Music Group, launch experiences on the platform. These experiences range from fan-only meetups to deep and engaging promotions for new releases. The platform has seen tremendous growth, with 70.2 million daily active users spending an average of 16 billion hours on Roblox in Q3 2023.
As Roblox attracts a diverse user base beyond its original demographic of children, the music industry is gaining a deeper understanding of the platform’s potential. Community-building, virtual events, collaborations with popular Roblox games, and virtual merch have become key focuses. Artists have successfully sold virtual items and established new revenue streams within this metaverse.
Dagogo-Jack is particularly excited about the potential for in-experience subscriptions, which Roblox recently introduced. He believes that subscriptions can further enhance fan engagement and create a unique fan culture. Roblox experiences like Twice Square, which has garnered over 70.7 million visits, showcase the power of persistent communities that continuously offer new features and engagement opportunities for artists and fans.
By reducing the friction for artists to connect with their fans and leveraging the capabilities of the Roblox platform, the music industry is embracing a new way of reaching and engaging audiences. As Roblox continues to grow and introduce new features, the possibilities for artists are expanding. It’s an exciting time for both the music industry and Roblox as they collaborate to reshape the future of fan experiences.
1. What is Roblox?
Roblox is an online platform that allows users to create, play, and share games and experiences.
2. How is Roblox being used by artists and music labels?
Roblox has become a powerful tool for artists and music labels to connect with fans in new and immersive ways. They can launch experiences on the platform, ranging from fan-only meetups to promotional events for new releases.
3. How many daily active users does Roblox have?
Roblox has 70.2 million daily active users.
4. What are some key focuses in the music industry’s use of Roblox?
Community-building, virtual events, collaborations with popular Roblox games, and virtual merch are some key focuses in the music industry’s use of Roblox.
5. What are in-experience subscriptions on Roblox?
In-experience subscriptions are a recently introduced feature on Roblox that allows fans to subscribe to artists and engage with exclusive content and features within the platform.
– Friction: In this context, friction refers to barriers or obstacles that artists face when trying to connect and engage with their fans.
– Metaverse: The metaverse refers to a virtual reality space where users can interact with a computer-generated environment and other users.
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