More than 12.8 million users logged into Roblox Jan. 17 for Bruno Mars’ virtual concert.
Staged within the “Steal a Brainrot” minigame inside the popular game, the concert featured Mars — in avatar form — performing his new single “I Just Might.”
The event peaked with 12,862,161 concurrent users, Roblox said, with more than 53 million views on related social media content/
Launched in May 2025, “Steal a Brainrot” is a game within the broader Roblox universe in which users collect various traits and characters. During Mars’ appearance, fans were able to collect themed items and a special “Brunito Marsito” character.
The performance within Roblox follows Mars being run as the Season 9 icon for Fortnite Festival within that game.
UMG Launches Twitch Livestreaming Channel
Universal Music Group’s in-house creative division, °1824, is launching a livestreaming channel on Twitch which will stream performances, industry events and artist conversations, and provide production and marketing support to musicians looking to build audiences on the platform.
The debut stream will be Feb. 1 at the Grammys afterparty here.
“Universal Music Live will extend the reach of our live events far beyond their physical locations, opening new opportunities for fans around the world to engage with the artists they love,” Todd Goodwin, Head of °1824 and Senior Vice President, Culture Marketing & Creative Strategy, said. “This initiative is designed to elevate the fan experience by offering unprecedented access, rewarding our artists’ most dedicated supporters on a truly global scale, and are excited to expand our collaboration with the team at Twitch.”