Young Roddo didn’t shoot his new music video on a soundstage. He shot it inside Brookhaven, Roblox’s most-visited experience, with fans from the platform’s own community showing up to be in it.
The video, for his single “Robux,” is live now on the 9-year-old artist’s YouTube channel. EMPIRE, the label he’s signed to, and Roblox are calling it the first official music video ever filmed entirely inside the platform — a notable claim, even if it’s coming from the companies involved rather than anyone independent.
What actually happened is simpler to describe than the framing around it: instead of building a set and filming a video to post later, Young Roddo and his team staged the whole thing inside Brookhaven’s live in-game world, and let Roblox users who happened to be in the experience take part and appear in the footage as it was being made. Brookhaven isn’t some small corner of the platform, either — Roblox says it’s racked up 86 billion lifetime visits, and EMPIRE reports 540,000 people were in the experience during the shoot.
“This is a dream come true for me,” Young Roddo said. “I am so proud of myself for following my dream and working with amazing people who are helping me share my music with everyone.”
Nima Etminan, Chief Operating Officer of EMPIRE, said the label is “always looking for new and unique ways to engage fans,” and that Brookhaven made sense as a setting for a simple reason: Young Roddo already plays it almost every day, and so do millions of other people around the world. “What better set for an official ‘Robux’ music video?” he said.
Jessica Meehan, Head of Music Partnerships at Roblox, framed the project around the platform’s existing reach — she said Roblox content already generates 2.9 billion views daily across TikTok and YouTube, which made Brookhaven, in her words, “a natural stage for the first official music video shot on the platform.” (That daily-views number, like the other platform stats here, comes from Roblox itself, not an outside tracker.)
Katelynn Heil, Head of Franchise at Voldex, the studio that built and runs Brookhaven, said the video captured something the experience already tries to do — give people a place to “belong, connect and have fun together.” The video includes a scene where Young Roddo performs alongside Brookhaven’s own characters, Skye and Brian, along with a house-party sequence built around the platform’s community. Heil said she hopes the project pushes more artists to think of Brookhaven as a venue worth building something around.
“Robux” leans into its title with a pretty literal hook — “You got me spendin’ Robux / Girl, you got me spendin’ Robux on you” — and fits the same family-friendly lane as Young Roddo’s 2026 breakout track, “No Bad Grades.” The song had already been picking up traction on TikTok before the video dropped, and it arrives just a week after the Chicago-born artist released his debut album.
EMPIRE, the label behind the release, was founded in San Francisco in 2010 by Ghazi Shami and describes itself as the largest independent record label, publisher, and distributor in the industry — a company that’s helped launch artists including Kendrick Lamar, Shaboozey, Asake, and Anderson .Paak, and now operates across five continents in its 15th year.
Whether shooting inside the platform an audience already lives in becomes something other labels start doing regularly, or stays a one-off tied to how well Young Roddo happens to fit Roblox’s core demographic, is really the more interesting question here — more interesting, probably, than whether this technically counts as the very first video of its kind.
