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The metaverse is not only Facebook/Meta, which underwent a rebranding last year on the wave of much hype, but also a global movement driven by the development of new technologies, such as Web3, blockchain, and NFTs. How does the metaverse support the music industry? Are artists, record labels, managers, and events companies able to establish better relationships with fans and sell more albums and concert tickets thanks to the metaverse? These questions and many more will be answered in this article, so read on to find out more.
Music in the metaverse – what should you know about it?
The metaverse is a network of 3D virtual reality worlds that allows its users to connect, interact, take action, and participate in events that mirror real life. In essence, it is a combination of technological solutions that allows users to participate in a second, digital world – another dimension.
Today, with the help of the metaverse, you can attend a concert of your favorite artist in 8K resolution while sitting in front of your TV on the other side of the world. You could even have a hologram of the singer appear in your living room. And if that doesn’t work for you, you can support your favorite musicians by sending your avatar to their concert and cheering them on virtually. That’s not all – NFT music is also growing in popularity, giving artists much more control over how their music is used and distributed and helping them to take better care of their earnings in the process.
The metaverse music industry – where does the popularity come from?
In a market dominated by giants such as Spotify, iTunes, and YouTube, more and more voices are warning about the lack of independence afforded to individual artists. Once they enter the industry, they very quickly lose control of their work, first to the record company, then to the service through which it is distributed. This often leads to conflicts, such as the one between Taylor Swift and Spotify. Until recently, virtually no other solutions existed, but the development of the metaverse, NFTs, and blockchain technology has brought a long-awaited opportunity for artists to become independent.
For example, what if royalties went directly to the creator? With blockchain-based smart contracts on platforms like Vezt and Opus, this is becoming a reality. This creates a markedly different situation for artists. Such modern services allow them to keep almost 100% of the profits from fans listening to their music, while Tidal, for example, takes as much as 80% of the money generated.
The metaverse and music – what does the future hold for music lovers?
Today, the way artists perform is changing faster than ever before and, with it, consumer expectations too. Artists and producers can no longer rely solely on conventional production or sales channels. The coronavirus pandemic perfectly illustrated what happens when we cannot attend musical events. This caused great changes in the music industry, and both artists and audiences began to look for new ways to attend concerts.
Sandbox, for example, has partnered with Warner Music Group (WMG) to create the first place in the metaverse which is completely dedicated to music. Through this collaboration, the biggest stars in WMG’s portfolio can perform live concerts in the virtual world. In this way, Sandbox can also provide artists with another place to connect with their fans, experiment with virtual entertainment, and generate new revenue streams while also reaching a global community. Artists such as Ariana Grande, Post Malone, and Dua Lipa have already offered their fans musical experiences in the metaverse. So, it’s safe to say that in the coming years we will see more and more artists in the virtual creative metaverse space instead of physical recording studios.
Is the metaverse affecting the music industry?
The music industry is very diverse and is evolving fast. Moreover, its event-based nature means that music industry professionals are eager to adopt technological innovations to be closer to their fans. So, what benefits does the metaverse offer musicians?
Firstly, it increases fan engagement and fan numbers. In a traditional concert, a limited number of people can participate, depending on the size of the venue. In the virtual world, this problem disappears, and many more fans can attend at the same time. Platforms such as Fortnite and Minecraft have already shown what it means to organize concerts in this form, with the largest concerts recording attendances of over 10 million people.
Secondly, the music industry can increase revenue thanks to the metaverse. The virtual world generates an alternative revenue stream for musicians, one of the groups most affected by the pandemic. The ability to attend a concert in the metaverse means that anyone can purchase a virtual ticket and listen to their favorite artist regardless of their location.
Finally, the metaverse means faster growth for the music industry. Prominent market players are interested in the sector and are willing to invest, thus enabling the industry to grow and connect musicians with fans. With interest in the metaverse growing day-by-day, it won’t be long before all of your favorite artists are getting in on the act, so keep an eye out for virtual concerts and other metaverse events over the coming months and years.
Read also: Video Games Of The Metaverse