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HomeNFTUniversal Music label acquires ape NFT to lead virtual music group

Universal Music label acquires ape NFT to lead virtual music group

After investing in one of the most famous NFT collections at 10:22 pm on Universal Music to buy a boring monkey, a boring monkey named Manager NoetAll will appear in this dateless distribution image. 10:22 M / Distribution via Reuters

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March 18 (Reuters)-Universal Music Group (UMG.AS) Takes advantage of the popularity of non-fungible tokens by winning one of the cartoon apes that has swept the world of digital collectibles to lead a completely virtual music group.

On Friday, Universal’s 10:22 pm label will spend $ 360,817 to buy Bored Ape # 5537 (a female character now known as Manager Noët All) to lead a group called Kingship, which was founded in November. Said I paid.

Kingship exists only in digital format, has a presence on its own website and messaging platform Discord, and ultimately creates new music and provides virtual performance in the Metaverse. This is a loose term commonly used to describe where the physical and digital worlds exist. meet. Like the manager Noët All, all band members are NFTs. Three Bored Ape and Mutant Ape lent by collector Jim McNelis.

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“I think it’s great for it to be part of the culture,” McNellis said.

The idea of ​​creating a virtual band from digital characters is not new. Gorillaz, a virtual band formed in 1998 by musician Damon Albarn and comic artist Jamie Hewlett, is part of the Warner Music Group. (WMG.O) Parlophone label. Hatsune Miku, one of the Japanese pop stars, is a hologram.

For Kingship, the Universal 10:22 pm label consists of 10,000 anthropomorphic apes, one of the blockchain’s most famous NFT collections, each with different clothing, fur and facial expressions. I searched for ApeYachtClub.

The boring Ape has become a celebrity status symbol, with investors such as Jimmy Fallon hosting The Tonight Show, Justin Bieber pop star, Steph Curry NBA superstar, and Mark Cuban investor in Billionaire. increase.

In the case of Universal Music, Kingship offers the opportunity to learn how to create exciting characters and stories in the Metaverse.

“It’s about understanding the spirit of space,” said Celine Joshua, founder at 10:22 pm, where the label acts as a laboratory for experimenting with new forms of entertainment.

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Reported by Dawn Chmielewski in Los Angeles. Edited by Kenneth Li and Karishma Singh

Our criteria: Thomson Reuters trusts the principles.


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