Warner Music Group (WMG) has ventured into the metaverse by collaborating with The Sandbox, a virtual world game. WMG is one of the finest music publishers in the world that has labels like Atlantic Records and Reprise Records under it. On the other hand, The Sandbox is a popular virtual reality game built on the Ethereum blockchain. The collaboration aims to bring musical entertainment and virtual reality together.

Sébastien Borget, Co-Founder and Chief Operating Officer of The Sandbox said in a statement, “We’re shaping The Sandbox as a fun entertainment destination where creators, fans, and players can enjoy first-of-a-kind immersive experiences and be more closely connected to their favourite musical artists through NFTs.”  

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WMG has acquired an estate in The Sandbox’s metaverse to help provide a platform for virtual artist performances. The beachfront estate will also function as a concert venue and a musical theme park for artists to perform virtually.

 Oana Ruxandra, Chief Digital Officer and Executive Vice President of Business Development of WMG also added, “We’ll develop persistent, immersive social music experiences that defy real-world limitations and allow our artists and their fans to engage like never before.”

As of late, many notable performing artists have taken the metaverse route to perform at large gatherings during the pandemic. Artists like Travis Scott, Ariana Grande, and Marshmello performed via their digital avatars in the metaverse.

In India, Punjabi singer Daler Mehndi recently became the first artist to have a metaverse concert. Mehndi had performed on the occasion of India’s 73rd Republic Day on local virtual platform, partynite. The singer had promoted the event and virtual passes on his Instagram handle.

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Indian music label and publisher T-Series also recently announced its collaboration with Hungama Digital to start off new projects in the metaverse.

Hungama Digital will make Non-Fungible Token (NFTs) from recent Bollywood content by T-Series.