Spotify opening Roblox island in effort to reach younger consumers

Spotify is taking a page out of the Ralph Lauren, Vans and Chipotle marketing playbooks in an effort to connect with younger gamers on Roblox.

The audio streaming company has created Spotify Island in Roblox, where players will be able to complete quests, make music and collect artist merch. The first artist collaborations will be with South Korean singer Sunmi and the Korean boy band Stray Kids. Virtual merchandise will include a bass guitar, wings and a flower backpack. Spotify says a portion of virtual sales will go to the artists.

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Ralph Lauren, Vans and Chipotle have all launched virtual experiences on Roblox. But the Spotify world shows that even brands outside the retail and food industries are looking for ways to get in front of younger consumers. Getting a younger audience interested in artists via games could be a way to bolster future ad-supported or paid subscribers. This comes as Spotify’s paid subscriber forecast fell short in the first quarter and the platform lost 1.5 million subscribers in Russia due to pulling out of the country. 

Music on Roblox isn’t new—Lil Nas X held a concert in Roblox in 2020, as did Twenty One Pilots in 2021. Roblox also has a Listening Parties feature, where an artist can debut a new album in certain Roblox games.

The Spotify experience will also include a virtual beat-maker station, powered by Soundtrap. The island will have other musical Easter eggs to help players get exclusive content. Roblox users will also have the chance to collect the heart-shaped “Like” icon and claim free Spotify virtual merch. 

In the coming weeks, players can expect the first themed experience on Spotify Island, K-Park, an homage to all things K-Pop.