Spotify is the latest music company exploring the potential of gaming platform Roblox: and its ‘Spotify Island‘ is about creating music as well as listening to it.

The experience includes ‘virtual beat-maker stations’ using the tech from Spotify’s Soundtrap subsidiary, suggesting that the streaming service has been paying attention to the popularity of music-making Roblox game Splash.

Spotify’s island will also offer virtual merchandise and games, but it’s also planning to make the experience a hub for its wider partnerships with artists and music companies. Spin-off islands will have specific themes, starting with a ‘K-Park’ island focused on K-Pop that will launch in the next couple of months.

“We’re creating an easy opportunity for artists to connect with fans and to partner with Spotify on the creation of in-game virtual merchandise,” as Spotify explained it. “Spotify’s portion of those sales will go directly back to the artists themselves.”

An interesting partnership, but could it presage a deeper integration including Spotify’s actual service?

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