Absolutely every marketing lever is going to be pulled in service of the new Bruno Mars album, and one of them is marked ‘Roblox’. A virtual version of Mars appeared on the platform this weekend performing his new single ‘I Just Might’.
The activation is a useful snapshot of how music campaigns on Roblox have evolved. This isn’t a case of his label splashing the cash on a dedicated Bruno Mars Roblox experience. Instead, they’ve identified a popular existing game to partner with.
Mars was the first artist to appear in Steal A Brainrot, which only launched in May 2025 but has since become one of the biggest games of all-time on Roblox, with nearly 55bn visits at the time of writing.
Brain-what? For the benefit of anyone still catching up with the ‘Brainrot’ trend, we’ll point you in the direction of this guide for parents, which explains the salient points.
“‘Brainrot’ in the context of Roblox refers to a popular trend of user-generated games and memes that feature absurd, AI-generated characters, often bizarre hybrid creatures with nonsensical, fun-to-say names,” it explains.
“The term ‘brainrot’ itself is internet slang for mindless, addictive content that ‘rots’ your brain through repetition, but in Roblox, it’s been gamified into a genre of simple, hyper-engaging experiences.”
So now you know. And to be absolutely clear, we’re not accusing Bruno Mars of producing mindless, addictive content that rots your brain…
Anyway, it’s a reminder that making the most of Roblox in 2026 is more likely to involve partnerships with popular games than grandstand spending on artist-branded experiences. The Bruno Mars concert will be available until this Friday (23 January) for fans who missed it first time round.