Good news, music fans! Universal Music Group (UMG) is using its iconic line-up of artists to release NFT avatars and wearables. Together with Genies, a leading avatar technology company, the world leader in music-based entertainment is bringing recording artists to the Metaverse.
Picture this, virtual identities for some of the world’s most influential and successful recording artists! We are talking about the likes of Justin Bieber (Def Jam), J Balvin (Republic), Rihanna (RocNation), Shawn Mendes (Island) and Migos (Quality Control/Motown)!
Web 3.0 is coming and the UMG is gearing up for the shifting age of the Internet!
Universal Music Group’s NFT Avatars and Wearables Project
Through the NFT Avatars and wearables, artists can engage with fans in expressive and authentic ways. In addition, they can release exclusive avatar wearables for their fans to collect. Just like how fashion empires work, fans can also use them as OOTD for their own avatars in the Metaverse.
Celine Joshua, UMG’s Executive VP for Commercial Innovation and Artist Strategy, made it clear that they plan to lead and unlock what is possible with Web 3.0 and virtual economies. So the Genies partnership is meant to create an ideal framework and toolkit to empower the artists.
“We’re not bringing culture to NFTs and crypto. Genies and UMG together are bringing the power of NFTs and crypto to culture,” said Akash Nigam, CEO of Genies. “This next era of the Internet is about empowering people with more ownership and capabilities. UMG’s roster of talent represents some of the world’s most entrepreneurial pioneers, and by equipping these iconic artists with their own Genie avatars, we’re excited to help them realize even more potential in Web 3.0.”
More About the Partners
Universal Music Group boasts a broad array of various businesses. It is engaged in recorded music, music publishing, merchandising and audiovisual content. It also has the most comprehensive catalog of recordings and songs across every musical genre. Furthermore, it distributes the most critically acclaimed and commercially successful music globally. So this NFT project will be a gamechanger for the music scene!
Meanwhile, Genies is the world’s largest avatar technology company. Basically, it provides consumers and celebrities with the tools to create high-quality avatars. Hence, enabling anyone to own their digital identity and express themselves across metaverses.
Jake Becker, Head of Talent Relations at Genies, shared that this partnership with UMG is proof that their successful track record of working with artists is paying off. He added, “It’s hard to imagine a more impressive group of cultural tastemakers and we can’t wait to help them realize their full potential in Web3. Honestly, we can’t wait as well!