Rihanna, Migos and more are getting official metaverse avatars after Justin Bieber

By Alma Fabiani

Published Dec 14, 2021 at 10:49 AM

Reading time: 1 minute

25518

Following Meta’s footsteps, Universal Music Group (UMG) has announced that it is teaming up with the avatar technology company Genies to bring its global roster of music artists to the metaverse. In a statement, the company said that the global partnership “will equip artists with official virtual identities for use in Web 3.0 and the shifting age of the Internet.” In addition, UMG artists will be able to release exclusive avatar wearables for their fans to collect.

How will it work?

Universal’s artists will be given official virtual identities for the metaverse. Some of the roster, including Justin Bieber and Shawn Mendes, had already asked Genies to make avatars of them. Now, the plan is extending to Rihanna, Migos and more of UMG’s signed artists to be represented in the various metaverses as well as the avatars’ use across social platforms.

The end goal here is for Genies to create its own fully-fledged marketplace where fans can buy and sell NFT merchandise from their favourite artists, which they will then be able to wear in various metaverses. The marketplace, which is expected to launch in the coming months, will be built on Dapper LabsFlow blockchain, home to the popular NBA Top Shot marketplace.

“We’re not bringing culture to NFTs and crypto,” said Akash Nigam, CEO of Genies, in a UMG statement. “Genies and UMG together are bringing the power of NFTs and crypto to culture.”

And if you were worried about Migos and Rihanna’s avatars not having access to their real-life go-to pair of trainers, fear no more, because meanwhile, Nike just announced the acquisition of RTFKT Studios—which it calls “a leading brand that leverages cutting edge innovation to deliver next generation collectibles that merge culture and gaming.”

“This acquisition is another step that accelerates Nike’s digital transformation and allows us to serve athletes and creators at the intersection of sport, creativity, gaming and culture,” said John Donahoe, President and CEO of Nike. “We’re acquiring a very talented team of creators with an authentic and connected brand. Our plan is to invest in the RTFKT brand, serve and grow their innovative and creative community and extend Nike’s digital footprint and capabilities.”

Keep On Reading

By Eliza Frost

Why do people want a nose like the Grinch? The Whoville TikTok trend explained

By Charlie Sawyer

Brooklyn Beckham and Nicola Peltz Beckham hire a lawyer to battle misinformation amid growing family rift

By Eliza Frost

Louis Tomlinson opens up about Liam Payne’s death and reflects on One Direction’s 15th anniversary

By Charlie Sawyer

Harry Potter star defends Tom Felton over his controversial comments on JK Rowling’s transphobia

By Charlie Sawyer

Mexican beauty influencer Valeria Marquez killed during TikTok livestream in alleged femicide

By Charlie Sawyer

President Trump and JD Vance angry over the DNC setting up a taco truck outside RNC headquarters

By Eliza Frost

Why is Taylor not Team Conrad in The Summer I Turned Pretty?

By Fatou Ferraro Mboup

Could the next pope be Black? Peter Turkson’s papal bid could rewrite over 1,500 years of Vatican history

By Charlie Sawyer

Lawmakers pressure Trump to provide evidence that Venezuelan asylum seeker Andry Hernández Romero is still alive

By Fatou Ferraro Mboup

MrBeast hunts for volunteers to test the viral question: who would win between 100 men and one gorilla?

By Charlie Sawyer

Wednesday star Jenna Ortega reveals surprising dream role in recent interview

By Eliza Frost

Hailey Bieber’s new hands-free lip tint holder has everyone divided 

By Eliza Frost

Gavin Casalegno calls out Team Jeremiah bullying in The Summer I Turned Pretty fandom

By Eliza Frost

All the Tea on the new app that lets women vet men and date safely

By Fatou Ferraro Mboup

Conspiracy theorists are convinced Blue Origin’s all-female space flight was fake

By Charlie Sawyer

McDonald’s hit with new mass boycott. Here’s who’s behind it and why

By Charlie Sawyer

22-year-old groom arrested after police find 9-year-old bride at staged Disneyland wedding

By Charlie Sawyer

Trump administration announces plan to offer US immigrants $1,000 to self-deport

By Abby Amoakuh

From dinner parties to grocery flexing: Inside Gen Z’s new language of luxury

By Fatou Ferraro Mboup

Kim Kardashian’s Paris $10 million heist: grandpa robbers tell all as trial begins