In January, gaming platform The Sandbox struck its first deal with a major music company, Warner Music Group, to create what it described at the time as “the first music-themed world” within The Sandbox gaming metaverse.
Today (May 18), we learn that The Sandbox, a subsidiary of Animoca Brands, which raised $358 million at a $5 billion valuation in January, has developed a “strategic collaboration” with Universal Music Group’s brand management division, Bravado, for a virtual Jamiroquai experience in the metaverse.
The announcement follows yesterday’s news that Universal is consolidating the Bravado and Epic Rights licensing rosters. The new structure will see Epic Rights’ SVP Global Licensing, Lisa Streff, oversee global licensing strategies across both companies.
A media statement announcing the tie-up says that the The Sandbox “has partnered with Jamiroquai, the seminal jazz-funk band led by Jay Kay, to bring the group’s free-spirited essence” to his “LAND” in the decentralized gaming virtual world.
The announcement from Bravado is slim on details about what the band’s partnership with The Sandbox will entail, with a teaser video provided to show you what to expect in the so-called “virtual real estate”.
Added the announcement: “Part virtual real estate, part amusement park, The Sandbox fully embraces the idea of the metaverse as a continuous shared digital space where worlds and heroes collide to make magic.”
Virtual real estate within the Sandbox metaverse is a lucrative business. Someone bought a virtual property next to Snoop Dogg’s virtual Sandbox estate for nearly $500,000 last year.
In the wider Web3 space, this week, Bravado’s parent company Universal Music Group struck a partnership with LimeWire, a former file-sharing platform recently relaunched as a digital collectibles marketplace, in the latter company’s first major label deal.
Meanwhile, Universal’s Web3 label 10:22PM recently launched an NFT collection as well as a dedicated virtual world for its metaverse band KINGSHIP.
Known for the global smash, Virtual Insanity, and a string of hit albums and worldwide tours, Grammy winners Jamiroquai have sold more than 27 million albums worldwide.
Jamiroquai joins over 200 existing partnerships at the Sandbox, with brands including Warner Music Group, Ubisoft, The Rabbids, Shibuya 109, Gucci Vault, The Walking Dead, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO, CryptoKitties, and more.
“Jamiroquai have always been future facing and super social – creating a LAND where everyone can come together in The Sandbox with a bit of funk, freedom, and fashion will provide a communal place to digitally connect with our fans and fellow music lovers,” said a statement from the band this week.
“We look forward to telling you more soon, but for now can say that hats will definitely be involved.”
“The metaverse is driving creativity through new forms of expression and technology in the music and entertainment industry, and it is an honor to welcome Jamiroquai to The Sandbox.”
Sebastien Borget, The Sandbox
Sebastien Borget, COO and Co-Founder of The Sandbox, said: “The metaverse is driving creativity through new forms of expression and technology in the music and entertainment industry, and it is an honor to welcome Jamiroquai to The Sandbox.
““We now have partnerships with various legendary musical artists and labels including Snoop Dogg, Jamiroquai, BLOND:ISH, and Deadmau5, and we’re excited to be making The Sandbox a home where artists can connect with their fans in a direct and genuine way.”
Bertrand Levy, VP Global Partnerships of The Sandbox, said: “As a former executive at Universal Music Group, I’m excited to have Jamiroquai, one of the most innovative talents in the music industry, join The Sandbox, showing the importance of the metaverse as a platform for the music community.”
“Both Bravado and Universal Music Group are excited to help fans explore the metaverse, alongside their favorite artists, and for the infinite possibilities it will open for fans to more deeply engage in an artist’s vision.”
Rachel Redfearn, Bravado
Rachel Redfearn, SVP A&R and Brand Management, Bravado, said: “We are delighted to be able to deliver a new method of interaction between artists and their fans and cannot wait to welcome you all into the world of Jamiroquai with The Sandbox.
“Through new partnerships, we can help our artists deliver content, commerce, and creativity to fans directly, as fully immersive, and innovative experiences.
“Both Bravado and Universal Music Group are excited to help fans explore the metaverse, alongside their favorite artists, and for the infinite possibilities it will open for fans to more deeply engage in an artist’s vision.”Music Business Worldwide
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