Warner Music Group and DressX desire that everyone have a “meta-closet” filled with digital wearables.
Warner Music Group continues to develop metaverse ties with startups, revealing on Thursday a collaboration with DressX, which creates digital fashion wearables on and off the blockchain.
Through this collaboration, Warner Music artists can produce and license digital wearables and merchandise for fans. According to a release, the items will be 3D avatar wearables or augmented reality (AR) virtual clothes that can be viewed on platforms such as Instagram and Snapchat.
Major artists such as Lizzo, Madonna, Coldplay, Ed Sheeran, Dua Lipa, and the Red Hot Chili Peppers are among the plethora of famous artists distributed among Warner’s sublabels.
It’s still not clear how much crypto and non-fungible tokens (NFTs) could be used in this deal. But the label put it in the context of another Web3 partnership, so there may be more NFT parts that haven’t been announced yet.
As part of the agreement, WMG is also investing in DressX, although the amount has not been announced. WMG’s Chief Digital Officer and Executive Vp of Business Development, Oana Ruxandra, noted that the company’s interest in DressX stems from the belief that life will continue to become increasingly digital.
“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,” Ruxandra said in a statement.
The DressX partnership concludes WMG’s Web3 deals in 2022. WMG announced in January that its artists would perform virtual concerts in The Sandbox, a new Ethereum-based metaverse game. A month later, the record label announced a partnership with Splinterlands, a Web3 gaming firm, to develop blockchain games for fans based on the artists.
More recently, WMG continued their plethora of Web3 collaborations by working with NFT marketplace OpenSea to assist artists in joining the field, and by revealing plans to release music NFTs via the forthcoming LGND platform on Polygon.
NFT apparel has yet to attract significant mainstream attention at this early stage of the development of the metaverse, despite the hoopla surrounding digital fashion in Web3, which includes drops from historic fashion houses and a multitude of startups.
However, the popularity of digital wearables in Web2 games already has a precedent. Roblox, the popular game creation suite and proto-metaverse platform popular with Gen Z players, has announced that more than a billion digital fashion items had been sold over its platform thus far in 2022.
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