In Graphic Detail: How Sia’s Clip It launch shows the power of Roblox for musicians

Last month, Clip It, Roblox’s version of TikTok, launched its first official ad products. Now, Sia has become the first musician to activate inside Clip It — and it’s already sparked an unprecedented uptick of user activity within the experience.

Much like TikTok, Clip It is a short-form video service located entirely inside Roblox, with users able to create, share and scroll through videos of their in-game avatars dancing to music inside a variety of virtual settings. 

Sia’s Clip It integration, which launched on December 12 and runs through the end of 2024, gives users access to a free selection of holiday-themed songs, as well as a variety of settings, animations and virtual items based on Sia’s wardrobe and music videos. It’s the first time a prominent mainstream musical artist has placed their music and branding inside Clip It, although the experience also sells custom music and animation packs such as September’s Phonk Pack.

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