Roblox / Sony Music

BRAND

Sony Music x Roblox

INITIATIVE

  • Roblox , Discord, TikTok , YouTube

  • CES, Industry Press

AVNU: Where Music Meets

AVNU was Sony Music’s first major push into Roblox—a bold experiment to build a music-first social hub where fans and artists could connect inside the world’s biggest gaming platform. The goal: make AVNU the blueprint for how Sony could activate fandom in metaverse environments.

MARKETING CHANNELS

OVERVIEW

  • Through independent research into Roblox platform behaviors and traffic drivers, I uncovered that free, limited-edition UGC items were one of the most effective tools for driving organic user acquisition and engagement on the platform.

  • Developed and executed a UGC-led growth strategy, integrating free avatar items into the AVNU experience to drive traffic with a highly efficient CAC.

STRATEGIC APPROACH

UGC = #1 Traffic Driver

UGC became #1 traffic driver to AVNU

RESULTS

CAC Unlocked

Delivered a highly cost-efficient acquisition strategy on Roblox

Artist KPIs Boosted

UGC rewards drove music streams, creating clear artist value

Set the Playbook

Model became Sony Music’s blueprint for future Roblox activations