![]() He joined Roblox in August 2019 with a plan to socialize the music-listening experience through games. Roblox Raises $520M From Warner Music Group and OthersĪ DJ in his college years, Vlassopulos got his start helping the music business adapt to the digital era: He led business development at BMG in the late 1990s, then managed entertainment partnerships at AT&T Wireless when ringtones were the rage. Over the last nine months, Roblox has partnered with Zara Larsson, Royal Blood, Ava Max, Why Don’t We and Lil Nas X on music experiences such as virtual concerts (where artists perform as avatars) and new-release launch parties (where, like KSI’s performance, the artist beams in on a video screen), all spearheaded by Roblox global head of music Jon Vlassopulos. It was just the latest music event within the free gaming platform, where a community of 42 million daily active users create and play their own games (there are now over 40 million) and spend real money on virtual currency called “Robux” to buy accessories for their avatars. The experience reaired throughout the weekend and received 11 million total visits, according to Roblox, while KSI’s virtual merch line has reached six figures in sales. The artist himself appeared on a video screen onstage while the players in the crowd bounced on floating discs, direct-messaged one another and showed off virtual merchandise like a KSI-branded backpack. ![]() On Aug. 13, more than 422,000 concurrent players gathered in a London-themed virtual world within the Roblox gaming platform to watch British rapper KSI perform songs from his July album, All Over the Place.
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