Warner Music Group is making a serious move into the metaverse.
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”.
In November, The Sandbox raised $93 million in a Series B round led by SoftBank.
Under the partnership, The Sandbox, a subsidiary of Animoca Brands, will work with WMG to develop music experiences taking place on the WMG LAND.
According to WMG, these immersive experiences “will empower Warner Music 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”.
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.
Someone bought a virtual property next to Snoop Dogg’s virtual Sandbox estate for nearly $500,000 last year.
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”.
Warner Music Group 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.
“Our partnership with The Sandbox adds a new layer of possibility in the metaverse, with the ownership of virtual real estate.”
Oana Ruxandra, Warner Music Group
“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.”
“This strategic partnership with Warner Music Group brings the open metaverse one step forward in the direction of fan-owned and community-driven initiatives – the possibilities are very exciting.”
Sebastien Borget, The Sandbox
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 favorite musical artists through NFTs.
“This strategic partnership with Warner Music Group brings the open metaverse one step forward in the direction of fan-owned and community-driven initiatives – the possibilities are very exciting.”
“As a former entertainment executive, I’m very excited to have one of the biggest music companies in the world with some of the most talented artists joining The Sandbox to create talent-oriented experiences.”
Bertrand Levy, The Sandbox
Bertrand Levy, VP Global Partnerships of The Sandbox, said: “As a former entertainment executive, I’m very excited to have one of the biggest music companies in the world with some of the most talented artists joining The Sandbox to create talent-oriented experiences.”Music Business Worldwide
