Swedish artist Theoz set for three-month concert on Roblox


We’ve seen a number of global stars play concerts and launch experiences on Roblox, but regional stars are exploring the platform too.

Theoz for example, a popular influencer and musician in Sweden, is launching the ‘Theoz Vinterland’ experience on 14 February.

It’s a partnership between Warner Music Nordics and Stockholm-based developer Go Maddox Interactive, which will see fans ice skating, hopping on rollercoasters and unlocking digital merch for their Roblox avatars.

Music is part of this too: a three-song virtual performance begins on 14 February within the experience, including a “Roblox exclusive” track called ‘Otursdag’. The duration of the experience is also worth noting: the concert will run on a loop, every hour, until 14 May.

A three-month virtual performance? It’ll be interesting to see what that means for fan engagement: you can imagine some fans being determined to catch as many of the showings as possible.

Or, alternatively, that attendance will tail off once everyone’s seen it a few times. Let’s see how it goes…

Written by: Stuart Dredge