Warner Music Group Teams Up With Wave To Develop New Virtual Performances

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Warner Music Group (WMG) has announced a new partnership with and investment in Wave, one of the leaders in virtual entertainment.

Through this collaboration, Wave will develop virtual performances, experiences, and monetization opportunities for WMG’s global roster of emerging and established artists. This includes new forms of ticketing, sponsorship, and in-show interactions for fans. The duo will also use Wave’s cutting-edge technology to transform participating artists into digital avatars, performing live and taking fans into an immersive virtual experience. The news comes after WMG announced their partnership with Genies, one of the world’s largest avatar technology companies.

“WMG has an incredible history of being a trailblazer in the music industry. They share our vision for pulling the future forward using new technologies that benefit artists and fans alike,” says Adam Arrigo, CEO and co-founder of Wave. “We’re excited to partner with them to create interactive events that are unlike any other virtual concerts ever experienced.”

Wave offers fans unique and interactive offerings including live chats, virtual gifting and voting, as well as real-time audience appearances during artist performances. Through Wave, WMG will be able to forge more powerful artist activations, incorporating new and fan-favorite features into their shows to fuel audience engagement.

“The commercial opportunity in the metaverse has exploded in the last several years, with the past few months seeing a tipping point for mainstream adoption of immersive social experiences and virtual communities,” says Oana Ruxandra, EVP, Business Development and Chief Digital Officer at WMG. “Wave is indisputably a leader in the interactive virtual entertainment space and the right partner to help us grow WMG’s efforts. Our artists and their fans will be getting best-in-class experiences, as we pioneer new forms of consumption and monetization.”

Lydia Farthing
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