Warner Music Group (WMG) has inked a global partnership with Genies, which dubs itself “the world’s largest avatar technology company”.

The deal will see the two companies develop avatars and digital wearable NFTs for WMG artists.

According to a media statement, WMG’s artists will be able to “produce and distribute virtual beings that facilitate fan reach across immersive platforms and metaverses”.

Genies, has previously built avatars for the likes of Justin Bieber, Shawn Mendes, Rihanna, Migos, Cardi B, J Balvin, and many more.

The company recently launched its new 3D Avatar and Digital Wearables NFT SDK, which allows talent to sell exclusive limited edition digital wearables – such as clothing, accessories, and tattoos – to their fans’ Genies avatars.

Once a user creates their own Genie, they can use the Genie throughout social media via Genies recent partnership with Giphy.

Through Genies’ partnership with Dapper Labs, a blockchain technology company and makers of NBA Topshot in which WMG is invested, WMG’s artists and songwriters will also be able to turn “their favorite cultural moments or latest artistic endeavors” into exclusive “Digital Wearables Drops” for fans to use on their Genie avatars.

This will happen on the Genies Marketplace that will run on Dapper Labs’ Flow Blockchain.

Founded by Akash Nigam, Evan Rosenbaum, and Jake Adams, Genies investors include the likes of NEA, Breyer Capital, CAA, and Tull Investment Group.

 “Both music and avatars provide humans with the ability to fully express their authentic personalities.”

Akash Nigam, Genies

Akash Nigam, CEO of Genies, said: “Both music and avatars provide humans with the ability to fully express their authentic personalities.

“Cultural icons and figures are some of the most expressive people on earth and they should not be constrained by real world limitations.

“This partnership allows the leaders of culture to fully immerse themselves into the fantastical realm of the metaverse and build new, direct, and authentic connections with their respective followings and fanbases.”

“WMG is consistently focused on positioning its artists and songwriters at the forefront of the rapidly growing digital media ecosystem.”

Oana Ruxandra, Warner Music Group

Oana Ruxandra, Chief Digital Officer at Warner Music Group, added: “WMG is consistently focused on positioning its artists and songwriters at the forefront of the rapidly growing digital media ecosystem.

“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.”Music Business Worldwide