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WMG to create ‘music-themed world’ in Sandbox metaverse

The record company's virtual 'LAND' within The Sandbox will be a “combination of musical theme park and concert venue”

By IQ on 28 Jan 2022

A Snoop Dogg experience in The Sandbox

A Snoop Dogg experience in The Sandbox

image © The Sandbox

Warner Music Group (WMG) is to create the first music-themed world in The Sandbox gaming metaverse, following a deal between the two companies.

The Sandbox, which is built around blockchain and NFT (non-fungible token) technology, has been described as “part virtual real estate, part amusement park”.

According to WMG, its virtual ‘Land’ within The Sandbox will be a “combination of musical theme park and concert venue” and will host concerts and musical experiences featuring its roster of artists.

These immersive experiences “will empower WMG artists to engage with their fans, as well as to reach the global community of The Sandbox”, in addition to generating “new revenue streams and new forms of virtual entertainment”.

The strategic partnership marks The Sandbox’s first deal with a major music company and what WMG says is its “first entry into the NFT metaverse realm”.

“WMG has secured the equivalent of beachfront property in the metaverse”

To mark the occasion, The Sandbox will hold a Land sale in March 2022, which will allow music fans to buy coveted Lands adjacent to the WMG property.

“Our partnership with The Sandbox adds a new layer of possibility in the metaverse, with the ownership of virtual real estate,” says Oana Ruxandra, chief digital officer & EVP, business development at WMG. “As a first-mover, WMG has secured the equivalent of beachfront property in the metaverse. On the Land, 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.”

Sebastien Borget, COO and co-founder of The Sandbox, added: “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. This strategic partnership with WMG brings the open metaverse one step forward in the direction of fan-owned and community-driven initiatives – the possibilities are very exciting.”

WMG joins over 200 existing partnerships including The Walking Dead, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO, and CryptoKitties.

The Sandbox, which is a subsidiary of Animoca Brands, raised US$93 million in a Series B funding round, last November.


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