Quick take:
- Warner Music Group has expanded its NFT strategy in a new partnership with DRESSX.
- The leading entertainment and record label company wants to enable select WMG artists to launch 3D and AR virtual clothing lines.
- Fans can then collect and use the virtual clothes across various platforms including Instagram and Snapchat.
Warner Music Group (WMG) has announced a partnership with digital clothing retailer DRESSX. The global entertainment and record label conglomerate said it has also invested in the Los Angeles-based 3D tech company.
According to the announcement, Warner Music Group will choose a select group of artists to offer 3D and AR virtual clothing lines to their fans.
The announcement comes hot on the heels of WMG’s recent partnership with LGND.io and Polygon to launch an NFT platform for artists dubbed LGND Music NFT Marketplace.
The company has previously collaborated with the eco-conscious NFT platform OneOf to build an NFT marketplace for music artists. It also partnered with NFT game Splinterlands to onboard artists onto web3 and teamed up with the leading NFT marketplace OpenSea enabling select artists to launch NFT drops.
In this partnership with DRESSX, WMG will enable artists to design their own virtual fashion lines, which fans can collect and use on various platforms including Instagram and Snapchat.
Commenting on the partnership, Oana Ruxandra, Chief Digital Officer & EVP, Business Development, WMG said: “The representation of our future digital selves will be as important and, if you’re measuring by sheer volume of interactions, maybe more important than how we represent ourselves physically. As our digital identities become exponentially more robust and impactful, we are focused on building partnerships that will enable WMG and our artists. With its leadership in wearables and sustainability, DRESSX is exactly the type of partner we need sprinting alongside us as we build for the future.”
On the other hand, Daria Shapovalova and Natalia Modenova, co-founders of DRESSX commented: “We are extremely proud to partner with Warner Music Group and their incredible artists to continue building and scaling the DRESSX meta-closet vision for the future. Digital fashion is a visual language for communicating and creating bonds online, and at DRESSX we use technology to provide the utility for digital wearables using augmented reality, machine learning, and blockchain.”
With digital shopping rapidly evolving to encompass 3D virtual spaces coupled with the adoption of the trendy buzzwords called the metaverse and NFTs, brands and celebrities want to keep their fans and customers constantly engaged with their products, whilst also giving them an opportunity to brag about their collections on social media platforms.
“Digital merch and swag from musicians will definitely be a part of the digital wardrobes of fans, and it’s great to see that more and more stakeholders believe in this new domain that is already changing the fashion industry at a scale,” added Modenova.
Founded in 2020 by Modenova, DRESSX has grown to become the largest digital-only fashion retailer in the world with a product catalogue of over 3,000.
The company has partnered with several techs, 3D, AR and metaverse companies over the past two years including collaborations with Meta, Roblox, Snapchat, Google, Coca-Cola, and FARFETCH, among others.
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