Too Lost, an independent music distributor, has partnered with gaming platform Roblox to make its extensive catalog available for use in games and virtual spaces. Game developers can now incorporate thousands of tracks spanning hip-hop, pop, electronic, rock, and alternative genres into their experiences through various audio integration tools, with the roster including both established acts such as The All-American Rejects and A$AP Ferg alongside emerging independent musicians.

The initiative exemplifies Roblox's strategic effort to establish itself as a destination for music discovery and artist-audience connection, particularly targeting its younger demographic of Gen Z and Gen Alpha users. The deal follows Too Lost's significant growth trajectory—marked by over $100 million in annual revenue and a major investment round—and complements Roblox's existing partnerships with major record labels, which have established branded music hubs within the platform.