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Live Nation<\/a><\/strong> has launched a game on Roblox<\/a><\/strong> that lets players build and run their own music festivals.<\/p>\n Called Music Festival Tycoon<\/strong>, the experience was built with Livewire<\/strong>, a gaming marketing and gametech company, and is available now on the platform.<\/p>\n The game has already drawn more than 3.5 million<\/strong> visits and generated more than 23 million<\/strong> in-game performances, according to Live Nation<\/strong>.<\/p>\n It launches with K-pop group CORTIS<\/strong> as its first featured artist and Lollapalooza<\/strong> as its first real-world festival.<\/p>\n Players can book artists, build stages and create festivals of their own, drawing on the more than 200<\/strong> festivals that Live Nation<\/strong> produces worldwide.<\/p>\n CORTIS<\/strong> fans can watch virtual performances, unlock avatars inspired by each member and build festivals featuring a CORTIS<\/strong> stage.<\/p>\n The tie-in lands alongside the group\u2019s US festival debut at Lollapalooza<\/strong>, which returns to Chicago\u2019s Grant Park<\/strong> from July 30 to August 2<\/strong>.<\/p>\n Lollapalooza<\/strong> becomes the first real-world festival in the game, with players able to build events using its main stage, its lollipop mascot, a Chicago-style hot dog vendor and an official merchandise stand.<\/p>\n The game also gives brands a route to extend real-world festival sponsorships into Roblox<\/strong> through sponsored stages, custom activations, creator collaborations and virtual merchandise.<\/p>\n \u201cFestivals have always been shaped by the fans who attend them,\u201d said Anubhav Mehrotra<\/strong>, Head of Product, Data and Fan Engagement at Live Nation<\/strong> Media & Sponsorship.<\/strong><\/p>\n \u201cMusic Festival Tycoon brings that same creativity to Roblox<\/strong>, where fans can build, personalize and share festival experiences of their own.\u201d<\/p>\n \u201cRoblox users aren\u2019t just virtual fans \u2013 our data with GWI shows they significantly overindex for live event attendance.\u201d<\/p>\n Jessica Meehan<\/strong>, Roblox<\/span><\/p>\n<\/blockquote>\n Jessica Meehan<\/strong>, Head of Music Partnerships at Roblox<\/strong>, added: \u201cRoblox users aren\u2019t just virtual fans \u2013 our data with GWI shows they significantly overindex for live event attendance.\u201d<\/p>\n \u201cWe hope Music Festival Tycoon<\/strong> can serve as a year-round destination where fans can connect, celebrate, and fuel their love for the live music experience both during and outside of festival season.\u201d<\/p>\n Livewire<\/strong> Co-Founder and Co-CEO Indy Khabra<\/strong>, said: \u201cGaming is no longer a side channel for music. It is where culture is built.\u201d<\/p>\n \u201cLive Nation<\/strong> brings the festival expertise and Roblox<\/strong> brings the audience. We designed the connection through an experience built for how this generation actually engages with artists and one another.\u201d<\/p>\n Indy Khabra<\/strong>, Livewire<\/strong><\/span><\/p>\n<\/blockquote>\n \u201cLive Nation<\/strong> brings the festival expertise and Roblox<\/strong> brings the audience. We designed the connection through an experience built for how this generation actually engages with artists and one another.\u201d<\/p>\n CORTIS<\/strong> is a five-member group signed to Big Hit Music<\/strong>, the HYBE<\/strong> label that is also home to BTS<\/strong>.<\/p>\n Its debut album, Color Outside the Lines<\/em>, surpassed 2 million<\/strong> copies in cumulative sales, which HYBE<\/strong> says was the highest-selling debut album by a K-pop group<\/a>.<\/p>\n The group had also passed 12 million<\/strong> monthly listeners on Spotify<\/a><\/strong> by late May, a figure its label Big Hit Music<\/strong> said placed it third among K-pop boy groups.<\/p>\n Livewire<\/strong> was launched in 2021<\/strong> and describes itself as a gaming marketing and gametech company that connects brands with gaming audiences.<\/p>\n Co-founded by Indy Khabra<\/strong> and Brad Manuel<\/strong>, the company says its clients include the NFL<\/strong>, Nike<\/strong>, Verizon<\/strong>, Uber<\/strong> and Amazon<\/a><\/strong>, alongside Live Nation<\/strong>.<\/p>\n Live Nation<\/strong> joins other music companies that have built on Roblox<\/strong>.<\/p>\n Universal Music Group<\/a><\/strong> and Republic Records<\/a><\/strong> run an in-game music player called Boombox, while Warner Music Group<\/a><\/strong> has worked with music-in-gaming firm STYNGR<\/strong>, as previously reported by MBW<\/a>.<\/p>\n Sony Music<\/a><\/strong> has built immersive experiences for Roblox and Fortnite<\/a> through its Sony<\/a> Immersive Music Studios<\/strong> division.<\/p>\n Roblox reported<\/a> 132 million<\/strong> average daily active users in Q1 2026, with creators earning USD $1.5 billion on the platform in 2025.<\/p>\n The platform has separately struck a deal with distributor DistroKid<\/a><\/strong> and added in-game song-discovery tools.<\/p>\n\n
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