Universal Music Grouphas reached a partnership with Genies, an avatar technology company. Prior to this, some artists on the label, including Shawn Mendes and Justin Bieber, had personally used Genies to make their own avatars.
Now, other members of the label (Rihanna, Migos, etc.) can also move their avatars to the “evolving digital world”.
The ultimate goal of Genies is to create its own mature market where fans can buy and sell NFT products that can be worn in various meta-universes. The market is expected to be launched in the coming months and will be built on Dapper Labs’ Flow blockchain.