Warner Music Group has partnered with avatar company Genies to bring its roster of artists to life through avatars and digital-wearable NFTs.

WMG artists will be able to produce and distribute virtual belongings to fans through Genies, which recently launched its NFT software-development kit allowing talent to sell exclusive limited-edition digital wearables.

Through Genies’ relationship with Dapper Labs, a blockchain company and maker of NBA Topshot—in which WMG is invested—WMG’s roster will also be able to create “digital wearable drops” inspired by their favorite cultural moments or latest artistic endeavors.

Fans can purchase these wearables on the Genies marketplace, which runs on Dapper Labs’ Flow blockchain. Once a user creates their own "Genie," the avatar can be shared on social media via Genies’ arrangement with Giphy.

Genies has previously created avatars for artists like Cardi B, Shawn Mendes, Rihanna, Justin Bieber and Migos.

“Both music and avatars provide humans with the ability to express their authentic personalities,” said Genies CEO Akash Nigam. “This partnership allows the leaders of culture to fully immerse themselves into the fantastical realm of the metaverse and build new, direct connections with their respective followings and fanbases.”

Added Oana Ruxandra, WMG’s Chief Digital Officer, “As avatars and their customization become an increasingly relevant avenue for self-expression and merch generates diversified sources of revenue, WMG’s partnership with Genies will enable our artists and songwriters to tap into a new form of self-expression and audience reach.”

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