On Thursday, Warner Music Group (WMG) announced a partnership with Web3 company DressX. Through the partnership, WMG artists will be able to create non-fungible token merch lines, including digital wearables ready for metaverse use. Customers may also be able to view the merch on popular social media platforms through AR devices.
Oana Ruxandra, Chief Digital Officer at WMG, said that how we represent ourselves digitally may be more important than how we represent ourselves in the physical world. As such, WMG is committed to forming partnerships that will help its artists in this nascent technology space. DressX is the “type of partner” WMG wants as it builds toward the future.
Since its launch in 2020, DressX has become the largest platform for digital clothes. It counts among its partners Meta, Roblox, Google, Snapchat, and Coca-Cola, and it has over 3,000 items in its digital fashion store. As well, it has the largest augmented reality platform for viewing digital clothes.
Many companies are counting on the continuing shift from the physical world to the digital to make digital wearables sought-after items. And the initial reports surrounding younger generations’ buying habits have bolstered that belief. For instance, Roblox revealed recently that over 1 billion fashion items have sold on its platform.
The partnership comes as WMG continues to build in Web3, focusing on creating opportunities for its legion of artists. The company is one of the largest in the music industry, operating in 70 countries and having several renowned labels under its branch. Among its artists are Madonna, Ed Sheeran, Charli XCX, and Coldplay.
WMG Has Been Busy in Web3 this Year
Although many industries have entered Web3 this year, few have done so with as much enthusiasm as the music industry. And Warner Music Group has been at the forefront of that movement. Here are three stories involving that company and Web3 this year.
First, in December, Warner Music Group partnered with Polygon to launch an NFT music platform. Called LGND, the music platform will have web and mobile app components. The two partners have scheduled the launch of the platform for January of 2023.
Next, 10 months ago, Warner Music Group entered the world of play-to-earn gaming through a partnership with Splinterlands. With the partnership, WMG artists will be able to create games to connect directly with fans. Jesse Reich, Splinterlands CEO, said at the time that the company was “thrilled” to work with WMG.
Lastly, in January, WMG announced a partnership with The Sandbox to build a “music world.” This music world will bring live metaverse concerts featuring WMG artists to the fans of said artists. A representative for WMG said at the time that the company had acquired “beach-front property” in The Sandbox for its concerts.
WMG’s partnership with DressX shows the company is still innovating in the Web3 space. Given Warner Music Group’s seemingly passion for the next iteration of the internet, it wouldn’t be surprising to see the company continue its partnerships in 2023 and beyond.