Universal Music launches a group in the metaverse

Posted on Nov 18, 2021, 5:41 PMUpdated Nov 18, 2021, 8:54 PM

Four monkeys in the metavent. Universal Music (UMG), the world’s first major music company, decided to try an experience at the crossroads of two of the most popular concepts of the moment: NFT (“non-fungible tokens”), that is to say – say the unique digital objects registered in the blockchain, and the metaverse, or the virtual space on the Internet in which you can extend your real life.

UMG’s forward-looking “10:22 PM” label has teamed up with NFT collector Jimmy McNelis to make a music group called “Kingship” with four of its characters: three monkeys from the Bored Ape Yacht Club collection (the “ Bored Monkey Yacht Club ”) and a monkey from the Mutant Ape Yacht Club collection. The idea is to animate them in three dimensions, to assign each one a personality and a story, to compose them songs and an artistic universe but also to send them on the roads of the metaverse so that they occur in games. video or other virtual events and conferences, why not at several places on the same evening!

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