Beat Galaxy launches with Interscope Records artist YUNGBLUD
Universal Music Group (UMG) and virtual world developer Supersocial have launched Beat Galaxy, a new music hub on gaming and metaverse platform Roblox.
Universal says that the Beat Galaxy experience on Roblox is “architected” to become the “virtual epicenter” for a wide range of UMG labels and artist integrations, launching with Interscope Records artist YUNGBLUD.
Each new label integrated into the virtual hub will feature an “in-experience takeover” including exclusive content from their featured artists, such as custom track runners, dedicated world spaces, and limited virtual items including avatar fashion items and accessories.
The new hub also builds on what UMG says has been several successful activations on Roblox by its artists and labels.
UMG describes Beat Galaxy as “a next-generation social experience centered around music discovery”. The hub will feature a “fully interactive social space” for fans to “meet, discover, and share their favorite artists and music”.
The experience launches today (December 14) in the US with further markets to follow.
“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.”
“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,” said Michael Nash, Chief Digital Officer and Executive Vice-President, Universal Music Group.
“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.”
Beat Galaxy features songs and labels from UMG’s catalog on the Roblox platform and allows users to socialize and immerse themselves in the music, with fully integrated “track runner” style rhythm gameplay capable of supporting multiple players at once in real-time.
UMG says that Beat Galaxy launches with “one of the largest song catalogs of any experience on the Roblox platform”, with tracks spanning a wide range of popular music genres from EDM and Pop to Rock and Urban and include hit songs by Glass Animals, Kid Cudi, Becky Hill and more.
In addition to acting as a rhythm game and music discovery hub for new music and artists, Beat Galaxy will also serve as a future venue for live concerts and themed pop-up shops centered around live performances in-experience.
Future expansion, according to UMG, includes the ability for users to travel to other virtual UMG worlds and experiences on Roblox via in-experience portals, creating what the record company says is “the ultimate interconnected UMG galaxy”.
Universal notes that each playable song in Beat Galaxy is created using “cutting-edge beat mapping technology, ensuring the transition from music to movement is completely seamless”.
According to UMG, this “experience-centric approach” extends to device-specific controls, supporting gameplay on multiple devices including iOS, Android, PC, Meta Quest VR, and more.
“For UMG, Beat Galaxy represents a dynamic step forward in entertainment innovation.”
Alvaro G. Velilla, UMG
Alvaro G. Velilla, Senior Vice President, New Business at UMG, said: “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.”
“In collaboration with UMG we’ve been able to bring something unique to the industry.”
Yonatan Raz-Fridman, Supersocial
Yonatan Raz-Fridman, founder and CEO of Supersocial added: “In collaboration with UMG we’ve been able to bring something unique to the industry.
“Beat Galaxy creates a next-generation music discovery experience on Roblox that not only provides an opportunity for a fun social gameplay, but creates true utility for music discovery beyond the algorithm in a community-driven way that’s never been done before.”
In January, Warner Music Grouplaunched Rhythm City on Roblox, which it described as “a first-of-its-kind music-themed social roleplay experience”.
Developed in partnership with Gamefam, a gaming and content company that works across metaverse platforms, WMG said that Rhythm City will introduce users to artists and music through social roleplay and provide them access to a collection of digital items sold exclusively on Roblox.Music Business Worldwide
