Rihanna, Migos And Other Universal Music Artists Soon Enter The Metaverse World

Rihanna, Migos and friends who got the avatar first, can take it to various metaverses. (photo: Doc. UMG & Genies)

JAKARTA - Universal Music Group (UMG) has just entered the world of metaverse. Partnering with a leading avatar technology company, Genies is clear in this case UMG will develop avatars for its artists.

In addition, Genies will also be bringing digital tools that UMG artists can use to bring their recordings into the metaverse. Both will equip artists with official virtual identities for use in Web 3.0 and the changing era of the Internet, giving them the opportunity to engage with fans in the metaverse.

In addition to virtual activation, UMG artists will have the ability to release exclusive wearable avatars for their fans to collect and use.

Compiled from Engadget, Tuesday, December 14, the agreement builds on previous collaborations to create virtual identities for some of the world's most influential and successful recording artists, including Justin Bieber, J Balvin and Shawn Mendes whose avatars are still being processed.

Meanwhile, other artists such as Rihanna, Migos et al, who got an avatar first, can take it to various metaverses, or use avatars on various social platforms.

In the coming months, through the NFT marketplace run by Genies, fans will be able to buy and sell virtual merchandise for avatars.

“UMG continues to lead and unlock what is possible with Web 3.0 and the virtual economy. With our Genies partnership, we are creating the ideal framework and tools to empower our artists in the evolving digital world," said UMG Executive Vice President, Commercial Innovation & Artist Strategy, Celine Joshua.

Meanwhile, Genies CEO Akash Nigam stated that the company will not bring culture to NFT and crypto. It is precisely Genies and UMG that together bring the power of NFT and crypto to culture.

“The next internet era is all about empowering people with more ownership and capabilities. UMG's talent roster represents some of the world's most entrepreneurial pioneers, and by equipping these iconic artists with their own Genie avatars, we're excited to help them realize their greater potential in Web 3.0," said Nigam.