Universal Music has teamed up with Supersocial - a "pioneer in virtual world development" no less - to launch Beat Galaxy, a new music hub on Roblox.
What does that involve? Well, "Beat Galaxy is a next-generation social experience centred around music discovery", we are told, "featuring a fully interactive social space where fans and newcomers can meet, discover and share their favourite artists and music".
And if you think that sounds exciting, wait until you hear about how "the Beat Galaxy experience on Roblox is architected to become the virtual epicentre for a wide range of UMG labels and artist integrations". And who doesn't love an artist integration? Everyone loves an artist integration. The first Universal-signed artist to get one will be Yungblud.
"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", says Universal Music's Chief Digital Officer Michael Nash.
"UMG is committed", he goes on, "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".
Adds Supersocial CEO Yonatan Raz-Fridman: "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".