In XR News
What’s the story?
Roblox experience Music Festival Tycoon, which lets players build and grow their own music festivals, has added CORTIS as its first featured artist ahead of the group’s Lollapalooza debut.
Why it matters
The experience gives brands a possible route to extend real-world festival sponsorships into Roblox through sponsored stages, custom activations and virtual merchandise.
The bigger picture
Roblox is hoping Music Festival Tycoon can become a year-round extension of the festival calendar, with artist collaborations and possible sponsorship formats layered onto an experience fans already use.
August 10, 2026 – Live entertainment company Live Nation and Livewire, a gaming media and marketing company, have recently announced the launch of the first featured artist collaboration on Music Festival Tycoon, an experience on immersive gaming platform Roblox that lets players build and grow their own music festivals.
According to Live Nation, the Music Festival Tycoon experience draws on the more than 200 festivals the company produces around the world, and lets players book artists, build stages, and create their own virtual festivals on the Roblox platform.
“Festivals have always been shaped by the fans who attend them,” said Anubhav Mehrotra, Head of Product, Data and Fan Engagement at Live Nation Media & Sponsorship. “Music Festival Tycoon brings that same creativity to Roblox, where fans can build, personalize and share festival experiences of their own.”
The experience has already attracted more than 3.5 million visits and generated more than 23 million in-game performances, according to the companies.
“Roblox users aren’t just virtual fans – our data with GWI shows they significantly overindex for live event attendance,” said Jessica Meehan, Head of Music Partnerships at Roblox. “We hope Music Festival Tycoon 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.”
Live Nation and Livewire stated that CORTIS will headline Music Festival Tycoon as its first featured artist. Fans will be able to watch virtual performances, unlock avatars inspired by each member of the group, and build festivals featuring a dedicated CORTIS stage. The collaboration launches alongside the group’s United States festival debut at Lollapalooza. Lollapalooza will also join Music Festival Tycoon as the experience’s first real-world festival, where players will be able to build their own festivals featuring Lollapalooza’s main stage.
Brands may also be able to extend real-world festival sponsorships into Roblox via the experience, according to the companies, using sponsored stages, custom activations, creator collaborations, and virtual merchandise.
“Gaming is no longer a side channel for music. It is where culture is built,” noted Livewire Co-Founder and Co-CEO Indy Khabra. “Live Nation brings the festival expertise and Roblox brings the audience. We designed the connection through an experience built for how this generation actually engages with artists and one another.”
To experience Music Festival Tycoon, which is available now on Roblox, click here.
Image credit: Live Nation / Livewire / Roblox
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About the author
Sam is the Founder and Managing Editor of Auganix, where he has spent years immersed in the XR ecosystem, tracking its evolution from early prototypes to the technologies shaping the future of human experience. While primarily covering the latest AR and VR news, his interests extend to the wider world of human augmentation, from AI and robotics to haptics, wearables, and brain–computer interfaces.