Genies, Warner Music Group Form Partnership To Develop Artist Avatars

Genies, one of the world’s largest avatar technology companies, and Warner Music Group (WMG) have established a global partnership to develop avatars and digital wearable NFTs for WMG’s artists.

Genies recently launched their new 3D Avatar and Digital Wearables NFT SDK, which allows talent to sell exclusive limited edition digital wearables—such as clothing, accessories, and tattoos—to their fans’ Genies avatars. This allows fans to memorialize key life defining moments in the artist’s career, such as single or album releases.

“Both music and avatars provide humans with the ability to fully express their authentic personalities. Cultural icons and figures are some of the most expressive people on earth and they should not be constrained by real world limitations,” says Genies CEO Akash Nigam. “This partnership allows the leaders of culture to fully immerse themselves into the fantastical realm of the metaverse and build new, direct, and authentic connections with their respective followings and fanbases.”

Through this new partnership, WMG’s artists will be able to produce and distribute virtual beings that facilitate fan reach across immersive platforms and metaverses. WMG’s artists and songwriters will also be able to turn their favorite cultural moments or latest artistic endeavors into exclusive “Digital Wearables Drops” that their fans can own and use on their Genie avatar.

“As avatars and their customization become an increasingly relevant avenue for self-expression and merch generates diversified sources of revenue, WMG’s partnership with Genies will enable our artists and songwriters to tap into a new form of self-expression and audience reach,” says Chief Digital Officer at Warner Music Group, Oana Ruxandra.