• Eugenie Mae

A 'Concert Theme Park' is Coming To The Metaverse

Warner Music Group is partnering with The Sandbox to bring live concerts and music experiences to the metaverse. The virtual theme park will feature "concerts and musical experiences" from the music company's star-studded roster of artists, which includes the likes of Ed Sheeran, Bruno Mars, Dua Lipa and Cardi B, according to a press release.


The Sandbox, a subsidiary of Animoca Brands, announced that the new venture, known as Warner Music Group LAND, will be a "combination of musical theme park and concert venue." It will feature concerts and music experiences featuring WMG's leading roster of artists and create new streams of revenue for the music giant. "Our partnership with The Sandbox adds a new layer of possibility in the metaverse with the ownership of virtual real estate," said Oana Ruxandra, chief digital officer and EVP of business development at Warner Music Group.



"As a first-mover, Warner Music has secured the equivalent of beachfront property in the metaverse. On the LAND, we'll develop persistent, immersive social music experiences that defy real-world limitations and allow our artists and their fans to engage like never before."



The collaboration marks The Sandbox's first deal with a major music company and Warner Music Group's official entry into the metaverse. The company owns Atlantic Records, Warner Records, Elektra Music Group and Parlophone labels, creating a new arena for musical entertainment in the metaverse. To commemorate the occasion, The Sandbox will be holding a LAND sale in March, allowing music fans to purchase neighbouring LANDS to the WMG property.



The Sandbox's co-founder and COO, Sebastien Borget said the move explores an avenue as a fun entertainment destination where creators, fans, and players can enjoy first-of-a-kind immersive experiences. Additionally, it also allows these individuals to be closely connected to their favourite musical artists through NFTs.



"This strategic partnership with Warner Music Group brings the open metaverse one step forward in the direction of its fan-owned and community-driven initiatives. The possibilities are very exciting," added Borget.



Part virtual estate, part amusement park, The Sandbox fully embraces the idea of the metaverse as a continuous shared digital space where worlds and heroes collide to make magic. Warner Music Group joins over 200 existing partnerships including The Walking Dead, Snoop Dogg, adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO and CryptoKitties, all following The Sandbox team's vision of empowering players to create their own experiences using both original and well-known characters and worlds.


As of now, The Sandbox is yet to announce a launch date for Warner Music Group LAND.

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