Universal Music Group is associating its bandwagon even more strongly with . The record company with Avatar Genies has created digital versions of its artists, as well as costumes and accessories, for use in virtual worlds.
The idea is to give Universal artists official virtual identities for metaverses. Some members of the roster, including Justin Bieber and Shawn Mendes, have already asked Genies to create their avatars. Now, the plan is for Rihanna and Migos et al to be able to take those copies to multiple metaverses, or use avatars across social platforms. Through the NFT Marketplace operated by Genies, fans will be able to buy and sell virtual merchandise for the avatar.
This isn’t Universal Music Group’s first foray into metaverse. Last month, it was a virtual squad of four characters from the Bored Ape Yacht Club NFT group, as Gorillaz.
Other notable brands are looking to make waves in the metaverse, including one that appears to be working on its own NFTs, which has built a virtual playspace and digital goods store within. . This platform is one of several in the gaming space (including ) that helped pave the way for companies and other brands to enter the metaverse.
All products recommended by Engadget are handpicked by our editorial team, independently of the parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.