Warner Music Group, one of the “big three” recording companies, is entering metaverse with the launch of its first concert theme park in the metaverse game The Sandbox (SAND).
Per the announcement issued Thursday, the Warner Music Group LAND will host a venue, a “combination of musical theme park and concert” featuring concerts and musical experiences from several well-known artists under the recording label. Talented musicians such as Ed Sheeran, Dua Lipa, Cardi B, and Bruno Mars are some of the artists represented by the label.
In addition to this, The Sandbox will host a sale of virtual lands surrounding the WMG LAND for music fans who would like to have a property near the venue. While The Sandbox has over 165 strategic partnerships with the likes of SnoopDogg, The Walking Dead, The Smurfs, deadmau5, and more, the partnership with WMG marks The Sandbox’s first deal with a major music company.
The press release elaborated on the role of The Sandbox in developing “innovative music experiences” for the audience and enhancing fan-artist engagement. Oana Ruxandra, Chief Digital Officer & EVP, Business Development at Warner Music Group, noted:
“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.”
Meanwhile, this is not the first time a metaverse platform will offer an immersive music experience. In October 2021, metaverse platform Decentraland organized a three-day virtual music festival with over 80 real-world artists participating in the event.
