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Rihanna, Migos Lead the Way to Universal Music Group’s Future IN the Metaverse


The Metaverse is upon us, as our boss Paul Heyman kept lecturing us here at the Hustle offices, and also multiple times when referring to WWE Universal Heavyweight Champion Roman Reigns on Talking Smack.

Universal Music Group is forging ahead into the Metaverse, as the record company teamed up with avatar company Genies to create digital versions of its artists, as well as non-fungible token (NFT) outfits and accessories, for use in virtual worlds.

The idea is to give Universal Music Group‘s artists official virtual identities for the Metaverse. Some of the roster, including Justin Bieber and Shawn Mendes, had already asked Genies to make avatars of them. Now, the plan is for Rihanna, Migos and other chart toppers to be able to take those facsimiles into various Metaverses, or use the avatars across social platforms. In the coming months, through an NFT marketplace run by Genies, fans will be able to buy and sell virtual merchandise for the avatars.

This isn’t Universal Music Group‘s first foray into the Metaverse. Last month, it announced a virtual band comprising four characters from the Bored Ape Yacht Club NFT collection.

We’re sure Gorillaz is hating that fact.

We’re HustleTweeting about the Metaverse, and you’re more than welcome to join the conversation on the Hustle Twitter HERE … on our ridiculously sensational Instagram HERE … or on our Facebook page HERE!


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