REPUBLIC UPS THE VOLUME ON BOOMBOX

Republic Records is cranking up Boombox, the first Roblox product to integrate playlists into the gaming space. Starting with K-pop nonet TWICE, it's paving the way for superfan experiences.

Designed and powered by Styngr, Boombox launches with the TWICE Square experience, the most-visited in Roblox history.

An industry and platform first, Boombox presents an opportunity for labels to curate, distribute and monetize offerings on Roblox. This is achieved via Styngr’s ad-supported portable music player, which also plays a significant role in augmenting the digital personas of the players.

“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,” said Tim Hrycyshyn, Republic’s SVP, digital strategy. "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.”

Boombox is the result of a yearlong collaborative effort involving Universal Music Group, Roblox, Styngr and Super League teams.

Boombox’s TWICE Square introduces 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.

The strategy includes a phased rollout on the platform over the forthcoming year, effecting 3,500 experiences using Super League’s developer tools.

“By integrating Boombox, UMG solidifies its position at the vanguard of music innovation in the gaming sector,” said Alvaro G. Velilla, SVP, new business, at UMG. “This integration not only enhances superfan experiences on the platform but does so with an extensive array of fully licensed music from UMG's global roster of artists and labels, setting a new standard for how music can be integrated into the platform for the entire sector.”

We’ll jump on this game just as soon as we finish the office Pong championship.