Universal Music is Developing ‘Virtual Identities’ for its Artists

Universal Music Group has inked an expansive global partnership with “avatar technology company” Genies to develop avatars and digital wearables for UMG’s artist roster, building onava what it says are the “companies’ early collaborations to bring recording artists into the metaverse”.

“UMG continues to lead and unlock what is possible with web 3.0 and virtual economies,” says Celine Joshua, UMG.


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UMG adds that the agreement builds on earlier collaborations to create virtual identities for some of the world’s most influential and successful recording artists including Justin Bieber, J Balvin, Rihanna, Shawn Mendes and Migos, among many others.

UMG says, its artists will be “providing a persistent virtual representation of themselves across the metaverse to engage with fans in expressive and authentic ways”. In addition to virtual activations, it’s artists will have the ability to release exclusive avatar wearables for their fans to collect and use to outfit their own avatars in the metaverse.