Earlier this year, Whet Records – started working with a virtual artist called Ha Jiang – the first “virtual idol” to sign a record deal with a major label.
At the time, we wondered if majors signing and releasing music by virtual artists was just a gimmick or the start of an industry-wide trend?
It is possible that it is the latter, as we learn this week that a label owned by the largest rights holder in the world, created by former Sony executive Celine Joshua with the initial intention of engaging artists, social media influencers and digital media creators with the aim of creating multimedia content.
Now, 10:22 pm, which UMG calls the “next generation Web3 label”, is entering the world of non-fungible tokens and virtual artists at the same time, with the launch of the new group, called KINGSHIP.
The characters are from Bored Ape Yacht Club, which according to UMG is one of the most successful non-fungible token (NFT) projects of all time.
The Bored Ape Yacht Club minted 10,000 unique NFTs in April 2021, providing NFT collectors with 100% character monetization rights.
Once the Bored Ape ran out, the creators of Bored Ape Yacht Club launched Mutant Ape Yacht Club, a collection of 20,000 mutant versions of the original monkeys, in August 2021.
KINGSHIP was formed by 22:22 founder Joshua, who according to UMG “designed the landmark, the first exclusive deal to create a metaverse group.”
With KINGSHIP, 10:22 pm says he will lead the group in developing and releasing new music, NFT, community-based products, activations and experiences in the metaverse.
This, in turn, 22:22 states, “will kickstart a new generation of artists, fans and community involvement.”
Bored Ape and Mutant owners will also have early access to all of KINGSHIP’s NFTs, experiences and narrative selection.
Famous NFT collector Jimmy McNeils (aka j1mmy.eth) is supplying the monkeys in KINGSHIP, which consists of a mutant monkey and three bored monkey characters, including the rare Golden Fur monkeys and Bluebeam Apes.
“Just like we would any artist or creator, my team and I will work with KINGSHIP to hone their vision and develop their unique sound.”
Celine Joshua, 22:22
Celine Joshua, founder of 22:22, said, “Creating KINGSHIP was incredibly fun and imaginative.
“I started at 10:22 pm to push the boundaries of innovation in the music industry and with KINGSHIP we are literally inventing what is possible in real time.
Joshua added: “Just like we would with any artist or creator, my team and I will work with KINGSHIP to hone their vision and develop their unique sound.
“Each member of the group has their own story and personality which influences and contributes to the overall narrative of KINGSHIP.
“Through music and events across the metaverse, we will bring the monkeys to life in KINGSHIP by building communities and utilities and entertaining audiences around the world.”
“This deal is a prime example of how powerful commercial rights are for NFT collectible projects and their collectors.”
McNeils added: “This deal is a prime example of how powerful commercial rights are for collectible NFT projects and their collectors.
“I am incredibly excited to explore this new area of NFT ownership with Celine Joshua and 10:22 am!”Music business around the world