Record label WMG is partnering with DressX—which creates digital fashion wearables on and off the blockchain. With the partnership, Warner Music artists aim to create virtual merch or ‘verch’ for fans – the company announced recently.
Items such as digital concert T-shirts and sweatshirts will be available in 3D and augmented reality as part of the agreement and will be shareable on social media sites such as Instagram and Snapchat.
Major artists represented by Warner’s different sub-labels include Madonna, Coldplay, Lizzo, Ed Sheeran, and the Red Hot Chili Peppers.
The collab
As part of the arrangement, WMG will invest in DressX, though the amount has not been announced. WMG’s Chief Digital Officer and EVP Business Development, Oana Ruxandra, noted that the company’s interest in DressX stems from a view that life is becoming increasingly digital.
The collaboration creates a new cash source for artists and a new way of self-expression – and adoration – for their fans.
“The representation of our future digital selves will be as important and, if you’re measuring by the sheer volume of interactions, maybe more important than how we represent ourselves physically,” said Oana Ruxandra, WMG chief digital officer and EVP of business development in a statement.
Creating a meta-closet
DessX co-founders Daria Shapovalova and Natalia Modenova have digitally made strides. Determined to create a tool that enables new forms of digital wearables, DessX has utilized augmented reality, machine learning, and blockchain to make their vision a reality.
Shapovalova noted that digital fashion is a “visual language” for creating relationships online, allowing anyone with access to DessX’s “meta-closet” to communicate.
DessX has already established partnerships with leading avatar platforms and metaverses such as Meta, Roblox, Zepeto, Ready Player Me, Decentraland, Sandbox, and Spatial.
The Metaverse welcomes artists
Over the past few months, artists from all corners of the performing arts have been leveraging the metaverse to provide unique and exclusive experiences for fans. Just last month, Elton John launched a state-of-the-art experience on Roblox timed to the final show of his US tour.
This digital event featured real-time performances for attendees, as well as virtual outfits that were created in collaboration with Roblox community designers. It showcases how artists stay connected with their fans beyond traditional means and embrace innovative platforms such as the metaverse to share rigorous creative content.
With the shift to online performances, Warner Music Group artists have a unique opportunity to increase their profits. Digital merchandise provides an additional income source, just like physical merchandise has always been a staple for touring groups.
As MG artists reach out more and more to audiences in metaverse spaces, they can capitalize on merch such as digital downloads, exclusive artwork, and even apparel previously unavailable outside of arena shows. Through these digital products, MG artists can offer fans something special that connects them with the artist and boosts their profits for every performance.
