Global music publishing firm Warner Music Group recently announced a partnership with Metaverse platform The Sandbox to debut a virtual showroom for promoting its brand and artists.
The Sandbox is a community-based Metaverse platform that encourages the monetisation of user-created immersive content. Powered by the Ethereum blockchain, The Sandbox enables its users to distribute digital assets such as NFTs or digital showrooms.
🤝 Join us in welcoming none other than… @warnermusic to The Sandbox! 🎶
Their LAND will be the first of its kind in the #Metaverse which will feature live concerts & music experiences from WMG’s huge roster of musical talent!
— The Sandbox (@TheSandboxGame) January 27, 2022
According to The Sandbox, the virtual reality (VR) space will be a “combination of a musical theme park and concert venue” that gives the digital stage to the music group’s diverse line-up of musicians.
Warner-managed artists such as Ed Sheeran, Camilla Cabello, Dua Lipa, and Green Day will perform remotely on The Sandbox platform as digital representations of themselves.
Already, The Sandbox is home to several musicians and their projects such as hip-hop megastar Snoop Dogg, who opened sales for 122 plots of digital real estate, known as LANDs, and 67 premium plots.
Also, Snoop Dogg continued his digital entrepreneurship by teaming up with Outlier Ventures for its Base Camp Accelerator programme along with other creatives such as Deadmau5, Cathy Hackl, and Shaun Neff, who will provide insights and advice to extended reality (XR) startups.
More Metaverse Powered Live Performances
Warner’s commitment to XR comes amid the ongoing COVID-19 pandemic, which saw many event organisers, stage performers, and festivalgoers turn to concerts hosted on Metaverse platforms.
For example, major VR vendors like HTC VIVE are supporting Metaverse performances by collaborating with the virtual events’ platform Beatday.
In November last year, US tech startup Wave also hosted a Metaverse concert experience with pop superstar Justin Bieber to promote his upcoming in-person Justice World Tour.
The free 45-minute-show had many interactive tools for concertgoers, one feature allowed attendees with webcams to view themselves on a virtual jumbotron.
The Wave platform also hosted a VR concert featuring pop icons The Weekend and Major Lazer in partnership with popular social media platform TikTok.
Also, the world-renowned Australian music festival Splendour in the Grass debuted its Splendour XR experience last year, which brought together music fans around the world to enjoy three stages of artists that performed over two days.
Sansar hosted the Splendour XR event on its powerful Metaverse platform, the event supported full-body concert-ready avatars and eCommerce opportunities such as buying band merchandise.
Bands joining the Splendour XR festival included The Killers, Khalid, Chvrches, Charli XCX, ‘Grimes Metaverse (Super Beta),’ and many more.
Last September, Los Angeles-based tech startup Stage Inc launched its Metaverse platform for hosting live events in the Metaverse, which incorporates NFT and eCommerce tools that allow brands to sell digital goods directly to virtual concertgoers.
Towards the end of 2021, Swedish hitmakers ABBA also nudged their way to number 8 in the charts with a track to promote the group’s digital comeback tour and album.
ABBA’s XR debut will reimagine the pop icons as realistic 3D avatars performing new and classical songs as part of the ABBA Voyage digital concert set to take place in Spring this year.
The popular NFT Metaverse space Monkey Kingdom additionally hosted a Christmas party performance in December with award-winning DJ, Steve Aoki.