For the first time, all in-platform streams will count towards the Billboard charts
Universal Music Group (UMG) and Republic Records launch Boombox, the first scaled music product across the Roblox platform. An industry and platform first, Boombox, which is designed and powered by Styngr represents the foremost opportunity for labels to dynamically launch playlists and integrate them into the gaming space. Boombox launches with South Korean sensation Twice on their Twice Square experience, which is the most visited music experience in Roblox history.
Boombox presents a pioneering opportunity for music labels to curate, distribute, and monetize their offerings on Roblox. This is achieved via Styngr’s innovative ad-supported portable music player, which also plays a significant role in augmenting the digital personas of the players – a crucial element within the evolution of gaming identity.
The result of an extensive, year-long collaborative effort involving UMG, Roblox, Styngr, and Super League teams, the development of the backend technology for Boombox represents a remarkable step forward and marks an industry milestone.
With recent success on the Roblox platform following UMG’s launch of groundbreaking music hub Beat Galaxy and Republic Records and Twice’s launch of Twice Square, Boombox is set to evolve the way that superfans engage with their favorite music, artists and labels – with the company continuing to pioneer metaverse-native music discovery.
Boombox will initially launch within Republic’s Twice Square, introducing a distinctive social multiplier effect in the gaming environment. Players can share and collectively enjoy music, with each instance of music playback being a monetizable event for the contributing labels and artists with Billboard-eligible play events via Styngr’s integration with Luminate.
Whilst Republic’s Twice Square holds the distinction of being the inaugural adopter of Boombox, the strategy includes a phased rollout across some of the most engaging experiences on the platform over the forthcoming year, reaching across 3,500 experiences using Super League’s developer tools.
Twice, a globally recognized girl group represented by JYP Entertainment, has always sought to bridge the gap between themselves and their international fans. This collaboration with UMG, Republic Records and Roblox achieves that by breaking geographical boundaries and integrating music, technology and fan interaction.
For labels, Boombox encapsulates the future of fan interaction – whilst, for developers and advertisers, this addition will ensure reach and engagement with new audiences across the Roblox platform.
“As we continue to build creative marketing and innovative concepts for our artists, it’s important to identify fan connections and elevate their experiences with new technologies. This Boombox partnership was a logical next step in helping fans discover the music they love, all the while, ensuring artists are properly recognized for their art in this space. We’re incredibly proud of our efforts with Styngr, Roblox and Super League, and of course Twice and our partners at JYP Entertainment, to bring this innovative technology to life,” shares Tim Hrycyshyn, SVP, Digital Strategy, Republic Records.
As Boombox will be unveiled in Twice Square, fans are invited to join the launch and be among the first to experience this innovative collaboration with their own Boomboxes.
