How to read Spotify’s Roblox experience

Another day, another metaverse experience – today it’s the turn of the Swedish audio streaming giant Spotify, which has launched in the gaming and creation platform Roblox with its interactive Spotify Island.

Why it matters

Aside from the frequency with which brands are now jumping into virtual worlds, an idea of what virtual environments can do for a variety of different brands is beginning to emerge.

Spotify’s initiative reflects how there is not yet one business effect that metaverses have, Spotify appears to have done its homework and understood that what Roblox means to many of its users is not to receive an experience as designed for them by a brand, but to mix exclusive artist performances – like those seen on Fortnite with Ariana Grande among others – with a canvas through which users can create.

What’s happening

For Spotify, a streaming service that operates both an ad-funded tier on top of its subscription product, the Roblox activation appears to do a number of different things: it gives fans a point of connection with artists, is a vehicle for exclusive content, and sells digital merchandise.

Where Spotify does appear to be closer to the mark on what a branded metaverse experience could be is with the integration of Soundrap, one of the firm’s audio recording and creation tools that will provide interactive music within the Roblox experience.

Spotify joins consumer goods brands Vans and Nike in launching experiences with a direct commercial, rather than simply branding, edge. 

A marketplace offer

It is also offering artists a new revenue stream with much potential. “Through Spotify Island, we’re creating an easy opportunity for artists to connect with fans and to partner with Spotify on the creation of in-game virtual merchandise. Spotify’s portion of those sales will go directly back to the artists themselves”, the company says in a statement.

What it means

While creation is essential, so is community. The company says it plans to roll out themed islands that cater to hardcore fans of a genre (the first island is K-Park, home of K-Pop) and a platform for new listeners to explore. 

Sourced from Spotify, WARC