Virtual avatars give voice to the music industry

(ETX Daily Up) – dir = “ltr”> The jaded monkeys of the Bored Ape Yacht Club are not lacking in ambition. After having conquered the world of NFT, the collective joins forces with the 10:22 PM label to set up its own group. It is made up of four of the 10,000 avatars that make up the Bored Ape Yacht Club. But they’re not the only ones in the music industry to bet on virtual artists.

This new kind of musical formation, titled KINGSHIP, was recently launched by 10:22 PM founder Celine Joshua. Its goal ? Give birth to the first “metaverse group”. She teamed up with Jimmy McNeils, an avid NFT collector and owner of several avatars from the Bored Apes Yacht Club. Four of them, including a mutant monkey and another covered in golden fur, were chosen to compose KINGSHIP.

Although the group is made up of imaginary characters, Celine Joshua says each member has “their own story and their own personality.” “As we would with any artist or creator, my team and I will work with KINGSHIP to refine their vision and develop their unique sound,” she added in a statement.

Although the label has yet to share a single piece of the band, it predicts a bright future for them. On the program: derivative products in the form of NFTs but also events organized in the metaverse, this digital parallel world that fascinates Mark Zuckerberg. “I created 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,” says Celine Joshua.

Virtual influencers take the microphone

The record company, which belongs to the Universal Music group, is not the only one to invest in virtual avatars. If it’s been years since big names in music like Björk and Gorillaz saw the potential of these alter egos 2.0., Some go further by asserting that the stars of tomorrow will not necessarily need to exist in the flesh and in bone to break into industry. This is the case with Whet Records, Warner Music’s new label specializing in pan-Asian EDM. Her latest recruit is none other than HAJIANG, a particularly popular virtual influencer in China.

According to Jonathan Serbin, co-president of Warner Music Asia, his arrival in music was a natural step in the development of his career. “There is a deep connection between Ha Jiang and her growing and very passionate fan base. We are going to have her collaborate with amazing songwriters and producers to create impactful music that will bring her to a whole new audience,” he said. he explained to Music Business Worldwide.

The future of stardom?

NPC was able to take advantage of the talents of Canadian singer Grimes and British DJ Chris Lake for their first track, “A Drug From God”. We discover the five members of the virtual group: Oxytocin, Cortisol, Adrenaline, Dopamine and Tomorrow. The girl band is inspired by the themes tackled by Grimes in his last two albums, “Art Angels” and “Miss Anthropocene”, such as the role of new technologies in our society.

But that’s not all. “NPC can do anything that humans cannot do,” as a press release stated. “NPC will be modular, customizable and able to meet the unique desires of each listener. A decentralized pop star. Made, not innate.” For this ambition to see the light of day, the group will still have to win the favor of the public.