Warner Music and Sandbox Bring Live Concerts to the Metaverse


In short: The Sandbox game is partnering with Warner Music Group (WMG) to create the first music-themed world in the game’s metaverse. Dubbed Warner Music Group LAND, the music company’s world will have a place for live shows, as well as a theme park for visitors.

Have you ever imagined seeing a concert by Bruno Mars, The Black Keys, Cardi B, Ed Sheeran or Michael Bublé in the metaverse? Well, thanks to WMG’s new partnership with The Sandbox, that’s now a possibility.

The deal between the record label conglomerate and the developer is Sandbox’s first deal with a major music company and marks WMG’s entry into the NFT verse. Given WMG’s label portfolio, which includes Atlantic, Warner Records, Elektra and Parlophone, The Sandbox now has access to an extensive roster of artists for live music experiences.

With this partnership, WMG hopes to create a new virtual space for music entertainment, allowing fans to engage with some of their favorite artists through the metaverse.

“Our partnership with The Sandbox adds a new layer of possibilities into the metaverse, with ownership of virtual real estate,” said Oana Ruxandra, CDO & EVP, Business Development at WMG. “As a pioneer, Warner Music has secured the equivalent of a beachfront property in the metaverse. On LAND, we will develop persistent and immersive social music experiences that challenge the boundaries of the real world and empower our artists and their fans to engage like never before.”

“We are shaping The Sandbox as a fun entertainment destination where creators, fans and gamers can enjoy never-before-seen immersive experiences and be more closely connected to their favorite musical artists through NFTs,” said Sébastien Borget, COO and Co. -founder of The Sandbox. “This strategic partnership with Warner Music Group moves the open metaverse forward in the direction of fan-owned and community-led initiatives – the possibilities are very exciting.”

To celebrate the deal, The Sandbox will be hosting a LAND (virtual land) sale throughout March 2022 so fans can purchase virtual areas adjacent to WMG’s space.

For those not in the know, The Sandbox is a gaming metaverse developed by Pixowl Inc. (owned by Animoca Brands) that allows players to create digital worlds with original characters and assets from various franchises and brands. The Sandbox works with over 200 partners, including The Walking Dead, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO and CryptoKitties.


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