On 27 January, WMG announced a partnership with The Sandbox. The partnership has enabled the music brand’s entry into the non-fungible-tokens (NFTs) and metaverse world. According to the Chief Digital Officer from WMG, the new virtual environment named Warner Music Group LAND may operate as a mix of a music theme park and performance venue. It will be providing artists with new avenues for fan involvement and virtual entertainment.
In March 2022, music lovers will be able to buy digital real estate in the form of NFTs called LAND, which will be located next to WMG’s virtual park.
According to some information available, Warner Music Group Corp., based in New York City, is an American multinational entertainment and record label company. It is one of the “big three” recording corporations and the third-largest in the worldwide music industry.
Sandbox is a unit of Animoca Brands, a blockchain unicorn with high-profile relationships with Snoop Dogg, Adidas, and CryptoKitties.