- Warner Music Group has signed a deal with Opensea to promote artists through web 3.0
- The deal will see acts given customised pages on the site alongside other perks
- WMG has already dipped its toes in the NFT world with Muse’s recent album release
Entertainment giant Warner Group (WMG) has partnered with NFT marketplace Opensea to further the nascent web 3.0 music space. The partnership will see WMG artists get early access to Opensea’s new drops, along with improved discoverability through personalised storytelling on customised landing pages. The move will help WMG artists build new web 3.0 communities and is a further sign of the way that blockchain is changing the future of music.
WMG Continuing its Date with Web 3.0
Music has been one of the surprises when it comes to entertainment sectors taking up NFTs and web 3.0 in general. Several albums have been released as NFTs in the past year or so, most recently Muse’s Will of the People, incidentally a WMG-signed act. Going down the NFT/web 3.0 route allows music labels to engage the fan base in a much more penetrative way when releasing new material, which Shiva Rajaraman, OpenSea’s Vice President of Product, noted in a press release announcing the deal:
For artists and musicians, NFTs represent a new creative medium and a mechanism to build community, engage directly with fans, and express themselves across borders and languages.
Sign of the Times
Rajaraman added that blockchain technology and the shift to web 3..0 can “empower artists to own their fan connections directly”, which is arguably more important for up and coming bands over established ones. The partnership also hints at the way that record labels will look to engage with an artist fanbase in the future, with digital treats on offer to increase the bands’ reach and reward loyal supporters.
WMG adds that the first collection to be released through the partnerships currently in development alongside web 3.0 company, Probably Nothing, although no further details have yet been forthcoming.