Warner Music Group is the first major music company to partner with blockchain game developer Splinterlands.
The entertainment conglomerate and record label Warner Music Group has partnered with blockchain game developer Splinterlands to bring the company's artists and musicians into the world of non-fungible tokens (NFT) And the Play to Earn (P2E).
Splinterlands said the partnership will allow the label's artists and talents to create and develop their own blockchain games, centered around NFTs and P2E mechanics, to get closer to their audiences and fans through the value generated. releaseWarner Music Group explained that only selected artists from the record label will be able to benefit from this opportunity.
Warner Music Group has been interested in the industry blockchain since last year. In November, the company participated in the $725 million investment round of the gaming startup High. Last January, he bought a virtual plot of land in The Sandbox to build a new environment where fans can connect with their favorite artists, enjoying concerts and special events within the Metaverse. He has also collaborated with the platform geniuses to develop avatars of their artists and with the DEX Blockparty to allow its artists to participate in the exchange of NFTs.
The label's founding company, Warner Bros, has also been getting involved in new technologies. In July, Warner Bros partnered with Nifty's to launch an NFT collection of the film Space Jam: A New Legacy, starring NBA player LeBron James. Later in November, it launched 10.000 NFT avatars that were inspired by the fourth installment of the saga The MatrixThe success and high demand for this NFT collection caused its platform to crash at the time of the avatars' launch.
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Warner Music Group and NFT games
Oana Ruxandra, WMG’s Chief Digital Officer and Executive Vice President of Business Development, said the partnership with Splinterlands is focused on growing its artists and their music within the blockchain world, opening up new opportunities for them to connect with a larger audience and unlock new revenue streams.
“I don’t think we can underestimate how huge the opportunity is around P2E games”, Ruxandra said. The entertainment and music company wants to take advantage of new technologies to bring to life the new opportunities brewing in the Metaverse and pave the way for the future and Web3. Warner Music Group will encourage the creation of strong communities through P2E game mechanics.
The games that the entertainment conglomerate will develop will be arcade style, so that they can be more accessible and suitable for everyone. Warner Music Group explained that digital games of this style can be implemented on mobile devices, which will facilitate wider adoption.
1,8 million players in Splinterlands
Jesse “Aggroed” Reich, co-founder and CEO of Splinterlands, said he was thrilled to be working with Warner Music as they enter the world of digital gaming, crypto, NFTs, DeFi, and blockchain technology. Currently, half of the total blockchain industry usage is related to gaming, which is growing in popularity every day.
Splinterlands is one of the most popular blockchain gaming titles, with over 1,8 million registered players worldwide.
Warner Music Group competitors Universal Music Group and Sony Music are also working on developing blockchain and NFT-related projects. In mid-November, Universal Music created the first fully virtual band of musicians, called Kingship, in collaboration with the owners of Bored Ape Yacht Club.
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