Universal Music Group has announced that it is teaming up with Genies to bring its global roster of music artists to the metaverse via digital avatars.
In a statement, the company said that the global partnership “will equip artists with official virtual identities for use in Web 3.0 and the shifting age of the Internet.” In addition, the UMG artists will be able to release exclusive avatar wearables for their fans to collect.
Genies has already partnered with several UMG artists, including Justin Bieber, J Balvin, Rihanna and the Migos members, among others. The company also recently released a collaboration with PAC-MAN for the game’s 41st birthday and inked a deal with Warner Music Group to bring its artists to the metaverse.
“We’re not bringing culture to NFTs and crypto,” said Akash Nigam, CEO of Genies. “Genies and UMG together are bringing the power of NFTs and crypto to culture.”
UMG has been steadily embracing the music world’s transition to digital, recently announcing the formation of a new supergroup called KINGSHIP, whose members are four Bored Ape Yacht Club NFTs.
In other news, Nike has acquired fashion and sneaker NFT site RTFKT.
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