• by Colin Kirkland , June 26, 2024

After six decades of performing live rock n’ roll across the globe, The Rolling Stones are entering the metaverse via “Beat Galaxy,” Universal Music Group’s (UMG) immersive music hub in virtual gaming platform Roblox.

The launch builds on a digital trend highlighted by major record labels and virtual experiences for famous artists they represent including Cher, Lady Gaga, Elton John, Nicki Minaj and more.

Beat Galaxy, which aims to become a “virtual epicenter” for a range of UMG labels and artist integrations, was created in December 2023 through a partnership between UMG and Supersocial, a developer building virtual Roblox experiences for brands like Walmart, Gucci and e.l.f. Beauty. 

According to UMG, Beat Galaxy’s ever-changing immersive experiences have attracted over 500,000 unique visitors so far, with 1.2 million lifetime visits and 84 million impressions from immersive ads. 

The Rolling Stones’ takeover involves a Guitar Hero-esque track-runner game featuring the band’s famous hits. Players can compete for prizes and obtain exclusive virtual Stones merchandise during the experience, with the option to explore a virtual club and social hub.

Like Cher’s Roblox Christmas launch in Warner Music Group’s Harmony Hills world, The Rolling Stones’ Beat Galaxy takeover marks an attempt to bridge a gap between the band’s older and younger fans. The majority of Roblox’s 72 million daily active users are under 18 years old, which has made the platform a hotbed for brand investment.