Artists, label executives, and industry schemers are well aware that today's pop music success necessitates a large number of TikTok and streaming service views. But there's another platform that's gaining traction: Roblox. Roblox is a game-creation engine that allows players to create their own sandbox worlds, create mini-games on multiplayer servers, and live a second life online as square-shaped beings known as Robloxians. It was first released in 2006 and allows players to customize their own sandbox worlds, create mini-games on multiplayer servers, and enjoy a second life online as square-shaped beings known as Robloxians. Unlike Minecraft, which immerses players in a fantasy "otherworld," Roblox's most popular mini-games (or "experiences," as Roblox refers to them) are grounded in reality. They're "roleplays," which means the player takes on the role of a sheriff, a parent adopting a child, or a pizza cook. The platform generated