Artists, label heads and industry schemers know that success in pop music today requires racking up plays on TikTok and streaming services. But there’s another, unlikely platform that’s picking up steam: Roblox.
Roblox is a game-creation engine, first released in 2006, that allows players to customize their own sandbox worlds, create mini-games on multiplayer servers and enjoy a second life online as square-shaped beings called Robloxians. Unlike Minecraft, a game that drops users into a fantastical “otherworld,” Roblox’s most popular mini-games (or, as Roblox calls them, “experiences”) are rooted in real life. They are “roleplays,” meaning the player