Building a Roblox Production Powerhouse
Building a Roblox Production Powerhouse
When most people think about making money on Roblox, they imagine creating hit games or designing avatar accessories. But Nate Spell, CEO of Barrier Four and known on the platform as WhereIsMyShirt, built something different: a full-service production studio that's worked with everyone from top Roblox developers to global megastars like Elton John.
From Player to Professional
Nate's Roblox journey began in 2011 when he was just 11 years old. After clicking on a Roblox ad while playing on Miniclip, he started as a guest player and quickly became hooked. What set him apart wasn't just playing games—it was his early interest in creation. He began making game icons and thumbnails for developers who would later become the platform's biggest names, including Preston and the Adopt Me team.
"I started out doing graphic design exactly how you'd expect," Nate explained on our latest episode of Beyond The Blox. "Working with developers who are now the biggest on the platform, 11 years ago."
The Agency Boom
In recent years, there's been a wave of entrepreneurs launching Roblox-focused agencies. When I asked Nate about this trend, he offered a refreshingly honest perspective. Rather than dismissing it as a fad, he sees it as a reflection of entrepreneurial ambition meeting opportunity.
"Everyone kind of has an entrepreneurial bug and Roblox popping up as a big opportunity," he said. But he also acknowledged the harsh reality: most agencies don't last. "A lot of people start a company with a great idea and then do it for a little bit and then it gets really, really hard. And that's why most people stop doing it."
The key to Barrier Four's success? Staying focused and building solid foundations rather than chasing rapid growth.
What Makes Barrier Four Different
Barrier Four specializes in game trailers, video content, and brand integrations—all produced natively within Roblox. This isn't just a stylistic choice; it's a philosophical one.
You don't want a player to see a trailer that looks awesome through super effects-heavy 3D render, whatever, and then you jump in and it's a completely different experience. We want the trailers to look awesome, but also tell the correct story and the accurate story of what the player's about to get into.
This approach has led to work with major brands and experiences, including trailers for Beast Games and Emergency Response: Liberty County.
The Elton John Moment
Perhaps Barrier Four's most surreal project was creating content for Elton John's final US performance. The team produced Roblox-style visuals that played during the legendary musician's farewell show at Dodger Stadium.
"That was absolutely surreal," Nate said, reflecting on seeing his team's work displayed at such an iconic event.
What's Next
Despite opportunities in Fortnite and Minecraft, Barrier Four remains laser-focused on Roblox. "Roblox is really where our hearts are at and also where generally the opportunity is," Nate told us.
Rather than expanding into new platforms or services, the company is doubling down on what they do best: game trailers, video production, and brand integrations. They're optimizing for stability and building strong foundations rather than chasing rapid expansion.
For aspiring Roblox entrepreneurs, Nate's journey offers valuable lessons. Success on the platform isn't just about having a great idea—it's about persistence, focus, and the willingness to work through the inevitable challenges. It's about finding your niche and becoming the absolute best at what you do.
As Nate put it: "We want to just be the best at what we do and build from there."
And based on their track record, from working with top developers to creating content for one of music's biggest legends, they're well on their way.
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