The music industry giant Warner Music Group partnered with the digital fashion platform DressX to provide Web3 enthusiasts and music lovers with virtual merchandise, or as they call it – “verch.” The new collaboration will give birth to a series of 3D avatars that are tiered by exclusivity.
As the switch from username and password logins to digital identity in the Web3 is already taking place, the Warner Music Group Chief Digital Officer Oana Ruxandra explained why the move to produce digital clothes is putting both the musicians and the fans one step ahead.
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“The representation of our future digital selves will be as important and, if you’re measuring by sheer volume of interactions, maybe more important than how we represent ourselves physically,” – explained Ms. Ruxandra. Indeed, the 3D wearable avatars are compatible with the most popular social media platforms, including Facebook and Instagram.
Would you wear a digital Lizzo tee? Record label @warnermusic partnered with and invested in digital fashion platform @dressxcom to create virtual merch (“verch”) for artists’ fans. Concert Ts and sweatshirts will be available in 3D and AR. https://t.co/gPzxejZbAe
— Maghan McDowell (@maghanmcd) December 15, 2022
WMG Makes a Strong Entrance into Web3
The gigantic music label formed numerous significant collaborations so far this year. Firstly, the Warner Brothers partnered with the popular blockchain-based game The Sandbox (SAND) to create their first music metaverse experience. It resembles a musical theme park and a gig venue combined, with limitless engagement possibilities between fans and artists.
Secondly, the major music label confirmed their focus on Web3 again when they teamed up with the largest NFT marketplace, OpenSea, to set up dedicated pages for music artists on the leading NFT platform.
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Thirdly, Warner Music Group (WMG) started a dedicated subdivision for NFTs and Web3 ventures. Crypto enthusiasts seeking exclusive content from their most loved artists can acquire the NFT Label Pass. In some cases, the NFT Label Pass gives ownership of the soundtrack while also serving as a ticket to real-life exclusive events, like meet and greets.
Here's how Warner Records Web3 label Probably a Label wants to share IP rights with music fans. https://t.co/nPvF3kh7VL
— billboard (@billboard) November 30, 2022
On the Flipside
- The recent Web3 music festival by Decentraland, another popular blockchain game, didn’t arouse as much interest as expected.
Why You Should Care
Warner Music Group (WMG) is home to critically acclaimed hitmakers like Madonna, Ed Sheeran, Lizzo, Dua Lipa, The Red Hot Chili Peppers, Coldplay, Common, and Wale, among many others.
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