One For The Music World: Warner Music Group Joins Hands with Sandbox to Make Music-themed Metaverse

by Boaz Feldman

The Sandbox, a decentralized gaming virtual world developed by Animoca Brands, has partnered with the Warner Music Group to create a music-themed universe in the Sandbox Metaverse. It is a combination of a theme park and venues for concerts, all in the virtual world.

The LAND In the Sandbox

Known as The LAND In the Sandbox, artists from the WMG would be featured in concerts within that space. This is WMG’s first foray into the NFT Metaverse and also Sandbox’s first collaboration with a major music company. To commemorate this partnership, Sandbox will be selling out LANDS close to WMG’s property starting from March 2022. Information regarding these sales will be released as soon as possible.

Sebastian Borget, COO and Co-founder of The Sandbox, believes that it is being shaped as an entertainment destination where fans, players, and creators can enjoy immersive virtual experiences and be more personally connected with their favourite musical artists, "This strategic partnership with Warner Music Group brings the open Metaverse one step forward in the direction of its fan-owned and community-driven initiatives. The possibilities are very exciting," Borget added.

With many other partnerships with top artists and labels such as Atlantic and Warner Records (even artists like Steve Aoki and Snoop Dogg have also partnered with Sandbox in the past) under its belt, The Sandbox added that the union would be creating a new arena for musical entertainment in the Metaverse. This would result in an increased fan base for the artists and much-improved revenue streams.

Other Partnerships

Another mind-blowing collaboration made was with legendary Hip-hop star Snoop Dogg. The musician entered the Metaverse by owning his virtual land in The Sandbox, where he set up his mansion. Snoop Dogg also launched his NFT collection, including avatars and a limited party pass that gives users exclusive access to concerts, shows, Q&As, and many more.

Animoca Brands also made another collaborative project with Cube Ent for its music Metaverse. The partnership with Cube Ent comprised of an NFT collection that promoted digital sound sources, albums, and a number of avatars of popular K-pop artists under the management of the record label.