Metaverse game studio GameFam announced today that it’s bringing the concert experience of R&B artist Sailorr to Roblox — specifically, to the action game Baddies. Starting on July 19 and in partnership with Atlantic Records, Sailorr’s “From Florida’s Finest” tour takes over the game for two weeks, with various in-game activities and rewards, as well as a looped performance of Sailorr’s three most popular songs.
The Sailorr Roblox experience features concert battles, where players engage in PvP battles to climb a leaderboard in between loops of Sailorr’s songs. They can also complete Sailorr-themed quests, all themed after her stage persona and some of which involve listening to more of her music. The activation’s rewards include a Sailorr-themed boombox, a cockroach hoverboard and an ultra-rare weapon called “Fan of Requiem.”
According to GameFam, Sailorr herself originated the idea, having played Roblox herself and being a lifelong gamer. She’s also played with fans and will stream with Roblox creators during the Baddies activation, with her fan group The Vault also offering a haven for any new interested gamers who discover Sailorr during this activation.
Sailorr is meeting fans where they are in Roblox
Alli Guglielmino, GameFam’s SVP of growth, told GamesBeat in an interview that Sailorr is a lifelong gamer and a particular fan of Roblox: “While this is Sailorr’s first official Roblox activation on the platform, Sailorr is a Roblox gamer at heart — she’s grown up playing on the platform and has already built a fanbase there organically through her Vault community. That familiarity made the collaboration feel natural from day one. She isn’t just showing up for a promotional moment — she brought real ideas to the table and is set to connect at a deep level with the community.”
Sailorr is not the first entertainer to give a performance on Roblox. GameFam has also worked with multiple artist through its partnership with Warner Music Group. It previously created the Roblox Super Bowl concert with Saweetie, and a virtual concert for Bebe Rexha. It’s also worked with acts like Coldplay and Cher, bringing their music and brands to Roblox.
Guglielmino added that connecting with Roblox’s youthful audience is not a matter of one-time brand activations, or insincere efforts: “Success on Roblox starts with authenticity — showing up where fans already are, engaging meaningfully, and weaving your brand into the gameplay experience… To take it to the next level, artists should think beyond one-time events and aim for persistent presence — ongoing quests, social integrations, and community building that lives on long after the integration ends. That’s how artists build lasting fandoms on Roblox, not just fleeting moments.”