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The world’s largest company Universal Music Group (UMG) has announced a partnership with digital avatar company Genies. This project managed to attract Justin Bieber and Shawn Mendes to the virtual world.
Céline Joshua, VP Commercial Innovation, commented on the collaboration:
UMG continues to explore everything that is possible with the Web 3.0 and the virtual economy.
Through our partnership with Genies, we have created the ideal framework and toolkit to empower our artists in the evolving digital universe.
Genies CEO Akash Nigam is also optimistic about the partnership, seeing it as a means to empower users:
The next era of the Internet is about empowering people. The UMG talent list represents the world’s most adventurous pioneers.
We’ve provided iconic artists with their own Genie avatars, and we’re excited to help them realize even greater potential in Web 3.0.
Previously, Universal Music Group unveiled a virtual four-avatar group called the Bored Ape Yacht Club.
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