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Roblox players are about to get an eyeful — and potentially an earful — of KINGSHIP, the metaverse “supergroup” comprised of and managed by a shrewdness of Bored-and-Mutant Ape NFTs.
10:22PM, the Web3 label of Universal Music Group founded by Celine Joshua, announced on Thursday the launch of KINGSHIP Islands — an immersive in-game experience wherein Robloxers can work to unite the four band members on something called the “Floating Villa,” plus earn reward accessories and “acquire emotes for their avatars.” For minors with parents who are cool and totally not a drag, players can purchase customized animated heads and bodies for their avatars using Roblox’s facial animation technology.

As the game environment ages, more free virtual goods will be added along with new music produced by Hit-Boy and James Fauntleroy, the KINGSHIP “sonic creative team” that was announced a year ago. The band’s label said the pair — officially co-executive producers — are “overseeing the evolution of the group’s music direction and sound.”

The supergroup has yet to release music, and their manager Manager Noët All could not be reached for comment.

KINGSHIP Islands is free to play for any Roblox user, who must first complete various quests to gain access to the Floating Villa. Wanna skip all that? Owners of one of the 5,000 KINGSHIP Key Cards qualify for VIP access, along with special badges and other metadoodads. Key Card holders can access the villa at any time because they will have a special Roblox badge, which provide unique roles inside experiences, the label said.

The aforementioned Floating Villa, part of KINGSHIP Islands.

When they were released in July of 2022, the entire batch of Key Cards sold out in the span of a day, though they continue to trade on the secondary market. Over the last 30 days, 66 cards have been resold on OpenSea at an average price of 0.0592 ETH, or roughly $120 at the current exchange rate. The cards were designed to unlock forthcoming partnerships with major brands (see: Roblox), as well as unique artwork and immersive digital experiences.

10:22PM’s KINGSHIP project made its debut in November 2021 and is comprised of mutant ape Captain (vocals, bass) and bored ones KING (lead vocals), Arnell (beats, producer, drums) and Hud (guitar, keyboards, vocals). Avid NFT collector Jimmy McNeils supplied the apes for KINGSHIP from his own collection. At the time of launch it was billed as a “landmark, first-ever exclusive agreement to create a metaverse group.”

Hey look, a trailer:

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CeeLo Green and Grammy-winning producer Jack Splash (also known as THE PINK) have partnered with CEEK Metaverse for their upcoming collaborative project THE PINK out later this year. The record’s first single, “Serious,” arrived on Friday (June 23) with an animated video to follow on July 7 via www.ceek.com and the CEEK VR App. Explore See latest videos, […]

Can’t make it to Coachella this weekend? No problem. Now you can attend through your computer.
On Thursday (April 13), the festival announced “Coachella Island,” a partnership with Fortnite that presents the festival in the metaverse. Launching Friday (April 14) at 3 p.m. PT to coincide with the first day of the IRL fest, Coachella Island is inspired by Coachella’s dreamy desert landscape, with digitally rendered mountains, polo fields, palm trees and day-to-night features.

Inside this landscape, “attendees” can take part in dance competitions, tour the “grounds,” purchase in-game “merch” and more. Built by Alliance Studios, which has built many brand campaigns inside Fortnite, the Island also features an “art park” and a gallery of related “fotography.” Coachella Island will be soundtracked by music from Porter Robinson, who’s also on the 2023 lineup.

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Coachella Island anticipates hosting millions of fans over the weekend. It also marks the first time Fortnite has hosted a festival, after previously hosting record-setting one-off performances by artists including Travis Scott and Marshmello. Coachella is an “always on” experience, meaning it will stay live in perpetuity and continue to be built over time.

“Fortnite is the ideal partner for Coachella due to their shared emphasis on creativity, entertainment, and cultural impact,” Coachella innovation lead Sam Schoonover tells Billboard. “This year was the right time to introduce this new, always-on extension of Coachella as recent advancements in gaming technology allow for new collaborations with Fortnite creators to provide new immersive music experiences for fans.”

Previous festivals have also happened inside the metaverse, with Electric Daisy Carnival Las Vegas partnering with Roblox in 2021.

Coachella launches April 14 in Indio, Calif., with headliners Bad Bunny, BLACKPINK, Frank Ocean. Blink-182 was also added to the lineup recently and will perform at the festival on opening day.

After dropping his EP Tesla just last week (Feb. 24), 22-year-old rapper Lil Pump is already gearing up for his next project, LP2, by tapping into the metaverse.

By way of Grand Theft Auto, the “Gucci Gang” artist created his own virtual world that encompass all facets of Lil Pump, including a strip club called “Pump Playhouse,” an underground gambling-themed game zone, mansions, and an impressive collection of cars.

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“We built this server with the strategy in mind to bring Pump’s core fans and consumers into his world through the lens of gaming culture,” Rich Foster, head of digital marketing at SoundCloud, said in a statement. “We were intentional that we not only use GTA as a launchpad, but to migrate unique easter eggs throughout the experience.”

A collection of Lil Pump’s songs and videos play throughout the metaverse, including his Ty Dolla $ign-assisted “She Know.”

The Miami-born rapper has made recent headlines for his body transformation, $25,000 porcelain veneers and latest single “Tesla” alongside Smokepurpp, accumulating over a million YouTube views in three days.

“As we continue to see, dropping music alone isn’t enough anymore, it’s about creating moments around the music, all the better if those moments can engage fans and different communities,” adds Jory Carver, director of artist services at SoundCloud.

Roblox is the most active platform for music in the metaverse, showcasing interactive and immersive virtual performances from artists ranging from Lil Nas X and Zara Larsson to KSI, 24KGoldn and Charli XCX. Given the current success, it is hard to believe that just three years ago, when I started working with Roblox, there was little awareness of the creative and commercial potential for artists in the metaverse. In fact, other than a few execs who knew their kids were on there playing and asking for some Robux, most music industry stakeholders hadn’t heard of Roblox at all.

When they heard the platform had over 100 million users, they were excited by the size of the audience. Roblox was also appealing as — compared to other major consumer platforms with anywhere near the same reach — it was and still is less crowded and free from traditional interruptive advertising. And yet, a few mavericks like Scott Cohen from Warner Music aside, none had yet thought about Roblox from an artist marketing or monetization perspective.

From those initial conversations in 2019, fast forward to 2022 and many artists from different genres have been able to express themselves in new, creative ways by building fun, immersive virtual concerts that have generated tens of millions of net new revenue for all parties. Major music brands like Spotify and consumer brands like Samsung and Deutsche Telekom have now also created their own persistent music worlds.

How did we get here? What are the long-term implications for the music industry? How will fans continue to deepen their engagement with their favorite artists?

How Lil Nas X Became a Lighthouse

Any time there is a new medium like the internet, then mobile, social and now the metaverse, the Music Industry initially treads lightly. Understandably so, as the whole industry is primarily based on the exploitation of rights, which are inherently complicated. So even when interest in metaverse experiences picked up speed, there were still roadblocks to overcome.

Even with the help and expertise of first movers at Sony and Adam Leber from REBEL management in launching the Lil Nas X virtual concert, it’s always hard doing things that haven’t been done before. In particular, new virtual deal structures for the industry to adopt needed to be created from scratch. There was also no “metaverse production studio” to tap to produce the virtual concert. So, with the help of Rafael Brown and Duane Stinnett, we basically had to spin up an entirely new production entity on the fly in order to get the experience built, working with many Roblox colleagues led by Morgan Tucker (now head of product), and Philippe Clavel (senior director of engineering), who managed the platform’s internal social experiences group.

The concert was a creative, technological, and commercial success that reached nearly 40 million people, but there were many points along the way where we weren’t sure we were going to land the plane: It really took a village to make it happen. It was worth the risk, as the Lil Nas X concert began to act as a lighthouse for the other labels and artists to follow. Now, music events have reached, delighted and engaged well over 100 million global fans on Roblox.

Creating Scale and Choice

Since the days of those early Roblox experiences, more and more platforms have emerged that only serve to give the music industry more choice when they want to activate music experiences and reach their fans in the metaverse. If Lil Nas X was a lighthouse, his beacon soon hit a prism that brought to light new formats. From launch parties with video driven performances to listening parties, with artists like Poppy, which were activated in existing Roblox experiences, the richness and diversity of musical experiences exploded.

The scale of the opportunity created a whole new market for metaverse studios to partner with labels, artists and brands to keep pushing the limits of creativity for these metaverse experiences. The process is now there to maintain the end quality but reduce time to market and cost of production. All parts of the music industry are now focused on innovating old ways of doing things to capitalise on the opportunities presented by the metaverse and Web3. Dubit, for example, created metaverse awards show parties for the BRITs and Grammys this year on Roblox, which were the first of their kind in the metaverse. Then, perhaps most notably, the MTV VMAs announced the inaugural best metaverse performance award, bringing virtual concerts into mainstream pop culture. Nominees included Charli XCX for her Samsung Roblox gig, Twenty One Pilots, and K-pop stars BTS for their performance in Minecraft, with BLACKPINK winning for their performance in PUBG.

Collectively, we as an industry are all building a better platform for artists to express themselves and connect with their fans, unlocking new creative and commercial opportunities that will significantly grow the overall business in the next three to five years.

Authenticity, Interactivity and Value for Players

What does all this mean for users? I mentioned earlier that metaverse platforms are relatively free of traditional interruptive advertising that has plagued mobile games, web-based content, and linear television. Will we be able to say the same after the next five years of growth? I’m optimistic. Top of mind with all activations and experiences should be authenticity to the nature of the platform; and providing interactive fun and value to players. The Logitech activation with Lizzo and Gayle was a great example of branded entertainment done right. The experience was super fun for players, featured top artists and was also able to meet the brand’s marketing objectives with close to 7 million people attending the event and engaging with Logitech products like flying “Logitech mouse” cars.

Moving forward there is going to have to be continued focus on ensuring that experiences really need to exist and are not just done to check off a metaverse activation to-do list for a brand or media company. As more professional brands and ad agencies start getting involved in metaverse projects and the builder economy around them grows, I expect the level of creativity to go up. There will also be a lot of discussion about whether an artist or brand needs a persistent experience or whether they should just build an ephemeral experience that coincides with their campaign windows. Generally, I think it will be more of the latter once the market matures.

The more we can all focus our time and energy on building a sustainable ecosystem for artists, platforms, developer studios and builders, brands, labels and publishers that provides values for all parties the more likely that the market will be able to grow and reach its full creative and commercial potential.

Exploring Web3 Connections

The metaverse represents a new platform shift that started with web to mobile and then mobile to social. The brands and media companies are paying attention to where their customers are spending time. Over the coming years, billions of dollars will move to the metaverse which is a more interactive, more immersive platform where hundreds of millions of young people are spending hours of each day hanging out and playing with their friends.

In the medium term, the size of platforms like Roblox, Fortnite, Minecraft and Meta will be hugely appealing to the music industry. As they evolve and all parties continue to creatively collaborate, the music industry will need to see not only marketing exposure from metaverse platforms but also get access to their fans and see new, repeatable revenue streams that justify their focus and investment. Many brands and artists are also already looking towards Web3 — the next iteration of the internet built on blockchain technology.

Whether it’s exploring the possibility of selling tracks as NFTs with perpetual royalties, NFT powered artist fan clubs, new streaming services that can be owned by users and artists directly, or blockchain powered contracts; Web3 offers the potential to bring major innovation to an industry that hasn’t materially changed since the birth of digital music some 20 years ago. It will hopefully create a more equitable market for artists to earn a living by directly connecting with their fans. For example, a universal blockchain wallet would be an incredibly powerful way for brands and artists to connect with their most loyal fans directly by adding value to their lives with exclusive digital rewards. Concert goers will be able to get rewarded for attending events by getting collectable NFTs that could in turn unlock virtual after party events in metaspaces powered by platforms like Vatom. We are at the very beginning of the birth of one of the most exciting and transformative marketing eras since the birth of the Internet.

Where Next?

Three years on from Lil Nas X, we are still at the beginning of building the future of music in the metaverse, and there is still massive upside ahead. For it to keep growing and realise its full market potential, platforms will need to help their music partners protect their IP, market directly to their fans, easily create compelling multimedia experiences, create sustainable new revenue streams, and have their experiences discovered by the right users.

Even more importantly, anyone building a music experience in the metaverse needs to ensure that their primary focus is always on delighting the fans. Music in the metaverse represents a fundamental shift in the way fans engage with music. Music is becoming a far more interactive, immersive and hyper social experience that also allows the fan to participate in the creative process along with their favorite artists. If a music experience isn’t authentic, fun, immersive and social, it doesn’t belong in the metaverse.

Jon Vlassopulos is an advisory board member at Dubit and the chief executive officer at Napster.

As real-life touring continues to be plagued by cancellations, Soulja Boy, Dillon Francis and Ozzy Osbourne are turning to virtual worlds. The Metaverse Music Festival returns on Nov. 10-13 for its second year in Decentraland — an immersive digital world built using blockchain technology and owned by its users — with more than 100 artists across 15 stages. The event will be free to attend and no crypto wallet is required to participate.

Set in a cyberpunk city of the future, Dillon Francis will open the festival with a “mega club” experience projected on several screens, while Soulja Boy will perform through a virtual avatar. The digital setting also allows for elaborate stage design. “The final [headline set] should look like a city from the future, abandoned for 100 years,” says Sam Hamilton, creative director at Decentraland Foundation.

Despite the metaverse backdrop, the team hopes to recreate a real-life festival experience, complete with atmospheric rain (every festival needs mud), custom dance moves called ‘emotes,’ pop-up nightclubs and even a virtual porta-potty experience. 

“[We’re] trying to capture that chaos that happens at a real festival inside a digital world,” explains Hamilton.

The festival features a diverse lineup thanks to Decentraland’s global community picking many of the performers. “We’re curating the main stage,” says Iara Dias, head of the Metaverse Music Festival, “but we gave the rest of the stages to the community for curation.” As a result, the lineup also features Chinese idol group SNH48 and Japan’s J-pop group Atarashii Gakko!

 “Rather than trying to be American-centric,” adds Hamilton, “We’re trying to give a cultural experience to everybody that they wouldn’t normally be able to have.”

More than 50,000 attendees logged into Decentraland to experience 2021’s inaugural event with performances from crypto-native artists including Deadmau5, 3LAU, RAC and Alison Wonderland. This year will also feature crypto favorites like CryptoPunk rapper Spottie Wifi and British DJ Akira the Don, but the foundation hopes that a roster of bigger names will expand the festival’s reach.

Virtual music performances have grown in popularity in recent years, partly due to COVID-19 lockdowns putting IRL concerts on hold. Travis Scott and Ariana Grande both played virtual concerts in Fortnite’s virtual gaming world, while MTV launched a Best Metaverse Performance category.

Decentraland, however, is different from corporate metaverses like Fortnite as it is owned and operated by its users through crypto technology. The land inside the world can be bought and traded by the community who then choose what to build. Wearables and digital items can be traded on the platform’s native marketplace. 

“The big difference is philosophy,” says Hamilton. “We believe that the user should not be the product, but should own and direct the product.” 

Decentraland’s community also helps make decisions through a decentralized autonomous organization (DAO).

Despite last year’s metaverse hype, however, these virtual crypto worlds are not as popular as Fortnite, Roblox and others. As the tide goes out on the metaverse mania, Decentraland has approximately 60,000 monthly active users according to data provided by the foundation; a small number compared to the tens of millions of daily users on gaming worlds like Roblox. 

“We’re working hard to catch up with the hype,” admits Hamilton. “We needed longer to build out a better platform with more features but the hype [of 2021] came too quickly.”

Last year’s festival brought in Decentraland’s biggest numbers of the year, and Hamilton believes this year’s event will bring another wave of new users to the platform. “The metaverse is inevitable,” he concludes. Zooming out, he envisions a network of virtual worlds, some centralized and some decentralized, but not necessarily dominated by one company or platform. “This is definitely happening.”

Grammy-nominated DJ and producer Steve Aoki takes another step into the metaverse in a special Halloween fashion collaboration with Deadfellaz — an NFT project made up of 10,000 undead, zombie characters.
The collection features a limited-edition run of varsity jackets, skate decks, tees and hoodies designed by Deadfellaz co-founders Betty and Psyche. The centerpiece of the “Deadfellaz x Dim Mak” collection — a nod to Aoki’s record label and fashion brand — is an ultra rare varsity jacket, complete with a twin digital “wearable” that can be unlocked in the metaverse.

“NFTs and Web3 are the future,” said Aoki. “It has been such an adventure to create alongside pioneers such as Betty and Psych of the Deadfellaz Horde. Deadfellaz is an incredible project and a community that I am proud to also be a part of. I am honored to drop this collaboration for our Horde and share our passion with the world – the pieces are colorful, effervescent, and luxurious; I can’t wait to rock them!”

This is not the first time Aoki has partnered with the Deadfellaz community, known as the ‘Horde.’ He DJ’d at their first virtual Halloween event last year while Betty and Psych created a custom 1/1 zombie character for him called the ‘Aoki-fella.’

“Working with Steve has been so fun,” said Betty and Psych, co-founders of Deadfellaz. “He has embraced Web3 and helped shape the space as it is so far, which has been especially impactful given his incredible success given his incredible success in a multitude of spaces like music, fashion, art, tech, and more. This collaboration comes a year after Steve DJ’d an exclusive set for The Horde at our very first Deadfellaz metaverse event last Halloween, so it feels very special to us.”

The fashion collection will be fully revealed at this year’s Deadfellaz Halloween party, Deadzone LA, October 29. Taking place at Skylight ROW in LA’s Art District, the party will feature live performances, DJ sets and “multisensory experiences.”

Aoki has been an early-adopter of Web3 and a core part of the NFT community. He launched the Aokiverse in 2021 — a metaverse fan club powered by NFT access, which allows fans to unlock guest list passes for concerts, free NFTs and exclusive merch. Aoki is also a prolific NFT collector with a wallet full of Crypto Punks, Doodles and Deadfellaz.

Launched in August 2021, Deadfellaz is a collection of 10,000 unique NFTs based on zombie artwork by acclaimed digital artist Psych and co-founder Betty who has been a champion of diversity and inclusivity in the NFT space. Between them, they have created a global brand with more than $80 million in sales.