Warner Music Group Tests Metaverse, Holds Concerts And Virtual Stages

JAKARTA - Another company that has just entered the metaverse world, Warner Music Group (WMG) will create the first music world in The Sandbox Gaming Metaverse.

Both will bring live concerts and music experiences that bring WMG artists to the metaverse.

Several WMG artists including Ed Sheeran, Green Day and Dua Lipa are expected to hold their concerts and take part in the music experience on a virtual stage.

Later, The Sandbox will also offer loyal fans the opportunity to purchase virtual properties next to the WMG Land metaverse section. The deal will result in The Sandbox's first music-themed world.

The Sandbox is a subsidiary of Hong Kong-based Animoca Brands. He has sold virtual land to various parties. The platform has worked with artists including Snoop Dogg, Deadmau5 and Steve Aoki individually, but this is its biggest musical partnership to date.

“We shaped The Sandbox as a fun entertainment destination where creators, fans and players can enjoy immersive first-time experiences and more closely connect with their favorite music artists through NFT,” said The Sandbox Chief Operating Officer, Sebastien Borget.

"This strategic partnership with Warner Music Group takes the open metaverse one step further towards a fan-owned and community-driven initiative, the possibilities are exciting."

To mark the occasion, The Sandbox will begin holding virtual land sales in March 2022, allowing music fans to purchase land areas adjacent to WMG properties.

"Our partnership with The Sandbox adds a new layer of possibility to the metaverse, with virtual real estate ownership," said Oana Ruxandra, Chief Digital Officer and Executive Vice President of Business Development at Warner Music Group.

Even so, both WMG and The Sandbox haven't said when their world metaverse will debut. WMG is not alone, there are other big music companies that have started moving in the metaverse. Last month, Universal Music Group joined the bandwagon with official metaverse avatars for its artists.