Decentralized gaming virtual world The Sandbox has partnered with WMG to create what it describes as “the first music-themed world” within The Sandbox gaming metaverse. According to a media release announcing the partnership, the Warner Music Group virtual “LAND” within The Sandbox will be a “combination of musical theme park and concert venue” and will feature concerts and musical experiences featuring WMG’s roster of artists. The strategic partnership marks The Sandbox’s first deal with a major music company and what Warner Music Group says is its “first entry into the NFT metaverse realm.” Under the partnership, The Sandbox, a subsidiary of Animoca Brands, will work with WMG to develop music experiences taking place on the WMG LAND.
“Our partnership with The Sandbox adds a new layer of possibility in the metaverse, with the ownership of virtual real estate,” said Oana Ruxandra, Chief Digital Officer & EVP, Business Development at Warner Music Group. “As a first-mover, Warner Music 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.”
To mark the occasion, The Sandbox will hold a LAND sale in March 2022, which will allow music fans to buy “LANDS” adjacent to the WMG property. The Sandbox is described by WMG as “part virtual real estate, part amusement park,” which it says “fully embraces the idea of the metaverse as a continuous shared digital space where worlds and heroes collide to make magic”.
Someone bought a virtual property next to Snoop Dogg’s virtual Sandbox estate for nearly $500,000 last year.
(All information was provided by Music Business Worldwide)
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