The ‘maybe’ is a necessary caveat there, because Universal Music Group’s dealmaking team has been on a tear in 2025, and there are still a few days yet to go.
But Roblox may be the final signing of the year: an agreement which will see the two companies “collaborating to enhance music and commercial integrations across artist and fan experiences”.
Physical and digital merch sales are a big part of that, with Roblox and Shopify slotting together in UMG’s sales strategy.
The label also noted that the deal “reflects a shared commitment to responsible AI practices” as well as “a platform environment where participating creators can confidently leverage their intellectual property alongside evolving platform innovations”.
The announcement was made alongside UMG’s latest Roblox activation, with K-Pop act Stray Kids taking over the platform’s ‘The Block’ experience with a virtual performance.
UMG has previously launched its own ‘Beat Galaxy’ Roblox world, and built an ad-supported portable music-player item on the platform.
 deal of 2025: with Roblox){kind=link}
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