Warner Music Group (WMG) has formed a global partnership with Genius, what describes itself as “the world’s largest avatar technology company”.
As part of the contract, the two companies will develop avatars and digitally wearable NFTs for WMG artists.
According to a media statement, WMG’s artists will be able to “produce and distribute virtual beings that will facilitate the reach of fans across immersive platforms and metaverses”.
Genies has previously built avatars for Justin Bieber, Shawn Mendes, Rihanna, Migos, Cardi B., J. Balvin and many more.
The company recently released its new 3D avatar and digital wearables NFT SDK, which allows talents to sell exclusive, limited-edition digital wearables – such as clothing, accessories, and tattoos – to their fans’ genius avatars.
Once a user has created their own genius, they can use the genius on all social media through Genie’s recent partnership with Giphy.
Through Genies’ partnership with Dapper Labs, a blockchain technology company and maker of NBA Topshot, in which WMG is invested, WMG artists and songwriters can also “share their favorite cultural moments or latest artistic endeavors” in exclusive “Digital Wearables Drops” transform. for fans to use on their genius avatars.
This will be done on the Genies Marketplace running on Dapper Labs’ Flow blockchain.
Genius investors founded by Akash Nigam, Evan Rosenbaum and Jake Adams include companies such as NEA, Breyer Capital, CAA and Tull Investment Group.
“Both music and avatars offer people the opportunity to fully express their authentic personality.”
Akash nigam, geniuses
Akash Nigam, CEO of Genies, said, “Both music and avatars give people the opportunity to fully express their authentic personality.
“Cultural icons and characters are some of the most expressive people in the world and shouldn’t be restricted by the limitations of the real world.
“This partnership enables cultural leaders to immerse themselves fully in the fantastic realm of the Metaverse and to establish new, direct and authentic connections with their respective followers and fans.”
“WMG is consistently focused on positioning its artists and songwriters at the forefront of the rapidly growing digital media ecosystem.”
Oana Ruxandra, Warner Music Group
Oana Ruxandra, Chief Digital Officer at Warner Music Group added, “WMG is consistently focused on positioning its artists and songwriters at the forefront of the rapidly growing digital media ecosystem.
“As avatars and their customization become an increasingly relevant way of self-expression and merch generates diverse revenue streams, WMG’s partnership with Genies will enable our artists and songwriters to unlock new forms of self-expression and audience reach.”Music business worldwide