The Rolling Stones are taking the promo for their new Foreign Tongues album into a whole new universe. On Wednesday (July 8) the group fronted by singer Mick Jagger and guitarist Keith Richards announced that they will take fans on a six-decade trip through their history in an immersive Roblox game set to launch on Friday (July 10), the same day they drop their 25th studio album.
According to a release announcing the project, the Stones teamed up with more than a dozen members of Roblox’s global creator community to reimagine their iconic tongue-and-lips logo on both virtual and physical merchandise that fans can transfer from their avatar into the physical world.
“The Rolling Stones’ legacy has inspired multiple generations of fans, and we’re thrilled to help bring that story to life for a whole new generation on Roblox,” said Roblox head of music partnership Jessica Meehan in a statement. “From exploring decades of music history to collaborating with creators whose virtual designs become physical merch, this experience brings together music, creativity, and commerce in a way that’s only possible on Roblox.”
The on-platform game will allow players to interact with items from the band’s history trapped in colorful crystals inspired by their 2023 Hackney Diamonds album, with users progressing through decades representing the group’s various eras. They can work together to find and shatter the crystals while classic Stones songs from that period play in the background, powering up a massive tongue-and-lips that releases a “surge of rock & roll energy to disrupt each decade and unlock the next — culminating in a globally shared interactive performance that evolves based on community participation.”
Throughout the game hosted in Roblox’s always-on entertainment destination The Block, players can unlock rewards and powers inspired by the band’s “lore, vibrant spirit and musical adventurousness.” From July 17-19, the band will host an epic final show, with the game transitioning into a new era of the band’s history each hour, with each change anchored by a huge interactive art piece featuring dynamic video, lights and effects.
As part of the partnership, Roblox invited more than a dozen established community creators to transform the band’s logo into exclusive cross-platform avatar accessories and limited-edition, co-branded physical items available for purchase through an in-game Shopify integration linked to the Stones’ official online store.
Among the creators/designers from around the world who participated in the logo transformation were: Jazzyx3, CASKA’s HAUS, Touzled, Blizzei, DIONESS, morphist4u, WhoseTrade, Empyro, Bad_B0y, raekaro, Spiraxy, Valkenheim, DuckXander, Clockset, and dvdko. “Collaborating with The Rolling Stones and being trusted to reinterpret something as iconic as the Hot Lips logo was something I never imagined I’d get to do,” said Roblox creator WhoseTrade in a statement. “Getting to work alongside other creators and see our ideas come to life across both the physical and digital worlds is what makes Roblox such a special community of talented creators and opportunity.”
Foreign Tongues, produced by Andrew Watt, features collaborations with Paul McCartney, Cure singer Robert Smith, Bruno Mars, Red Hot Chili Peppers drummer Chad Smith and Steve Winwood, among others. To date, the group has released the return-to-form double A-side singles “In the Stars/Rough and Twisted” and “Jealous Lover/Divine Intervention.”
The band launched their new era with an eye-popping drone show and star-studded party on Wednesday (July 8) featuring guests including actors Daniel Craig, Rachel Weisz and Sacha Baron Cohen, musicians Sam Fender and the Sex Pistols’ Glen Matlock and model Vernon Kay, according to NME. Jagger, guitarist Ronnie Wood and pianist Matt Clifford also performed a stripped-down version of the new album’s “Ringing Hollow” for the intimate audience, before the drone show over the River Thames.
Check out the Rolling Stones Roblox collab preview video below.
