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#75: Roblox Rockstars: Unleashing Creativity Through Music in the Metaverse

Roblox Rockstars: Unleashing Creativity Through Music in the Metaverse

I loved this chat with a trio of brilliant young minds who helped to bring the JBL brand into the virtual world of Roblox, what a grand finale to series nine of the HARMAN Audio Talks podcast!

In this episode, we explore the immersive world of JBL Land on Roblox. Our guests include Antonina Filonenko, Social Media Manager for JBL Land and Roblox Lead at Harman, Tim Van der Wiel, Founder at GoSpooky, and Annabelle aka Robuilds, a renowned Roblox influencer with over 21 million views on YouTube. Together, they share insights on how brands can revolutionize virtual engagement through music and gaming and creativity.

More links

JBL Land:

Robuilds on YouTube:


JBL brings the Power of Music to Roblox

JBL brings the Power of Music to Roblox

Amsterdam, 22nd February 2024 – JBL opens the doors to JBL Land, a new Roblox world that is built with sound at its core as it invites players to discover, produce and celebrate their personal ‘Sound’. JBL Land welcomes Roblox users and JBL fans to step into a realm where music, gaming, and creativity collide. Unparalleled self-expression through sound adds a new dimension to avatar personalisation and game play.

“By launching JBL Land on Roblox, we are giving our community tools for digital self-expression through sound. Not only can players explore the land as they customize their avatars, they can also create their own unique sound identity,” said Daniel Lee, Chief Marketing Officer at JBL. “As our iconic brand steps into the virtual world of Roblox, we embrace new opportunities to further activate brand partnerships and events, and make them accessible to more people. We are thrilled to enter the virtual world of Roblox as we connect with a new generation of audio lovers on new platforms.”

Sound, style & self-expression

JBL Land is designed as a vibrant space where users can play games and earn and discover ‘Soundbytes’. These short snippets of sound – which could be anything from a reggaeton beat, to a puppy woof, or the iconic JBL ‘Power-up’ sound, – can be mixed together by players to create their own unique tracks. Players can then add their Sounds to the Jukeboxes scattered throughout the land, where they can be discovered and celebrated by others. That way the soundtrack of JBL Land is created by the community, and Jukeboxes serve as mini-stages where everyone gets their spotlight. 

The world will also feature a dedicated JBL Shop for in-world merchandise, where players can spend their JBLZ or Robux currencies on exclusive virtual items like headphones and portable speakers for their avatars, further enhancing their Roblox experience.

Games & special seasonal activations

At launch, JBL Land will offer three dynamic games, each crafted to deliver fun, engaging experiences that showcase the power of sound. Players can look forward to exploring these debut games, with more content planned to roll out as JBL Land grows. As part of the launch, JBL is partnering with the creator Robuilds to create a short movie, produced entirely in JBL Land, taking the audience along a sound-filled quest. 

Aligning with JBL’s rich history in music and sound, JBL Land will also host special Roblox activations throughout the year including:

  • JBL Snow Party game
  • JBL Music Academy quest
  • Virtual launches of new products

JBL Land opened its doors on February 21st, 2024. Get ready to play, create, and connect in a land of musical freedom. For more information about JBL Land and the upcoming events, please visit JBL Land – Roblox. Watch the full JBL Land trailer on YouTube.

More info


GoSpooky was founded in 2015 when Tim van der Wiel and Liam Tjoa, 15-year-old Dutch technologists saw opportunity in major brands’ non-fluency in Snapchat. The agency has become the go-to for social media platforms and major brands looking for the engineering ability to realize groundbreaking concepts. Named Agency of the Year at the 2022 SAN Awards, GoSpooky now creates global activations and campaigns from offices in Europe and the U.S.

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Audio Talks

A podcast on all things audio presented to you by HARMAN and our family of audio brands including JBL, Harman Kardon and AKG. Host Oisin Lunny, music journalist and audio enthusiast, will interview expert guests, legends of the music industry, and audio scientists to discuss the power of music and audio in all its facets.

Audio Talks is presented by Harman.

To view all of the Audio Talks podcast episodes click here.

For more podcasts click here.