Warner strikes global deal with virtual company Wave

The deal follows WMG's investment in Wave, which offers fans interactive features including live chats, virtual gifting and voting, as well as real-time audience appearances during artist performances. It will create more monetisation opportunities for WMG’s artists in the form of ticketing, sponsorship and in-show interactions for fans. WMG’s family of labels includes Atlantic, Elektra, Parlophone and Warner Records, among others.

The partnership will see Wave’s technology used to transform participating artists into digital avatars, performing live and taking fans into an immersive virtual experience. It will also enable WMG to forge more powerful artist activations, incorporating new features into their shows to fuel stronger audience engagement.

“WMG has an incredible history of being a trailblazer in the music industry,” Wave CEO and co-founder Adam Arrigo said. “They share our vision for pulling the future forward using new technologies that benefit artists and fans alike. We’re excited to partner with them to create interactive events that are unlike any other virtual concerts ever experienced.”

WMG executive vice-president of business development and chief digital officer Oana Ruxandra said: “The commercial opportunity in the metaverse has exploded in the last several years, with the past few months seeing a tipping point for mainstream adoption of immersive social experiences and virtual communities. Wave is indisputably a leader in the interactive virtual entertainment space and the right partner to help us grow WMG’s efforts. Our artists and their fans will be getting best-in-class experiences, as we pioneer new forms of consumption and monetisation.”

Wave continues to strengthen its relationship with major and emerging artists, and labels. The company has hosted more than 50 events for a number of popstars, including The Weeknd, John Legend, Dillon Francis, Alison Wonderland and Tinashe, who have performed for millions of viewers around the world.

Meanwhile, WMG last week announced that it had signed a global partnership with Genies, the world’s largest avatar technology company. The deal will develop avatars and digital wearable NFTs for the label’s artists. The news comes on the heels of Genies launching a new NFT SDK and 3D Luxury Avatars, which are used by artists, athletes and entertainers including Cardi B, Carmelo Anthony and Pokimane. UMG artists will be able to produce and distribute virtual beings that facilitate fan reach across immersive platforms and metaverses.