Young Roddo and EMPIRE have taken music-video production into Roblox, filming the visual for Robux entirely inside Brookhaven with its gaming community participating in real time.
Rather than creating a conventional video and promoting it across social platforms afterwards, the nine-year-old hip-hop and R&B artist staged the production directly inside one of Roblox’s most-visited experiences.
According to EMPIRE, the live shoot attracted 540,000 attendees, with players invited to appear in the video and become part of its narrative. Young Roddo said:
This is a dream come true for me; I am so proud of myself for following my dream and working with amazing people who are helping me share my music with everyone.
The collaboration reflects how gaming platforms are developing into production spaces, promotional channels and interactive fan environments for artists.
We’re always looking for new and unique ways to engage fans, and working with the biggest experience in Roblox history was a natural fit. Roddo plays Brookhaven almost every day. So do millions of people — and fans — from all over the world. What better set for an official ‘Robux’ music video? – Nima Etminan, COO of EMPIRE
Roblox says content originating from its platform generates 2.9 billion views across TikTok and YouTube each day, giving music campaigns created inside its ecosystem the potential to travel far beyond the game itself.
Brookhaven was a natural stage for the first official music video shot on the platform, and community member Young Roddo was the perfect artist to bring it to life. – Jessica Meehan, Head of Music Partnerships at Roblox.
Young Roddo, who is from Chicago and partnered with independent label and distributor EMPIRE, emerged in 2026 with ‘No Bad Grades’, a family-friendly track aimed at younger listeners. Robux continues that direction and had already begun gaining traction on TikTok before the video’s release.
The “first official music video filmed entirely inside Roblox” description remains a claim from the companies involved, but the campaign demonstrates something more substantial than a digital novelty.
By placing the shoot inside a world its artist and audience already use, EMPIRE made fan participation part of the production itself.
For music marketing, that points towards a model in which gaming platforms are no longer simply destinations for virtual concerts—they can become native creative studios where videos, communities and release campaigns exist in the same environment.