Melon is one of the companies that has been helping artists and labels work with games and metaverses. Particularly Roblox, where it has been the creative partner for performances by Tai Verdes, Ava Max, KSI and Zara Larsson.

Now the company has raised a $5m seed funding round from backers including management firm Crush Music’s investment arm; former Recording Academy boss Deborah Dugan; and a company led by former Roblox CFO Matt Finick.

Melon president Josh Neuman spoke on one of the panels at the NY:LON Connect conference in January. He outlined his excitement about music and metaverse partnerships, predicting “an explosion in creative output… with artists that really want to get their hands dirty and get involved in what can be done”.

Melon has also worked outside music with partners including the NFL, Chipotle and Mattel. It’s not the only music-linked metaverse agency raising funding, though. Last year another Roblox developer, Supersocial, raised a $5.2m round from investors including Warner Music Group.