Warner Music Group invests in “digital fashion retailer” DRESSX

deal with dressx warner band

Avatars from DRESSX, in which Warner Music Group has invested. Photo credit: WMG

After kicking off 2022 by striking a deal with “digital collectibles platform” Blockparty, Warner Music Group (WMG) closed the year by finalizing a partnership with (and taking a stake in) the “retailer digital mode” DRESSX.

The Big Three label and two-year-old DRESSX, which bills itself as “a Metacloset of digital-only apparel, NFT fashion, and AR looks,” revealed their tie-up via an official post today. Despite well-documented fears of crypto winter and recession, Warner Music has led a number of expansion initiatives involving Web3, NFTs and other digital elements in 2022.

And as part of this latest pact, WMG-signed acts are set to “collaborate directly with DRESSX to design and launch 3D and AR virtual apparel,” which their followers can then “collect and enjoy on Instagram, Snapchat, and other platform partners”. ‘, according to the major label and ‘women-founded metafashion company’.

While the companies have not publicly identified the specifics of the union (including which artists will work with DRESSX first) or the aforementioned investment, Warner Music has made clear its belief that the deal will “allow artists to unlock new revenue streams” and simultaneously create “Additional outlets for fans to showcase their fandom across multiple digital worlds.”

Likewise, WMG and DRESSX’s posting is relatively light on concrete details regarding the latter’s offerings and operations. But a video on DRESSX’s website, aptly titled “Our Vision,” points out that users and customers can “wear” the digital clothes at their fingertips not only in the metaverse, but also in photos and pictures. “real world” videos.

Granted, the platform dedicates a different section of its site to explaining how best to use AR technology to make it look like she’s wearing different clothes in photos (for use on social media and online dating apps). particular, DRESSX recommends) and during live broadcasts. “Remember that DRESSX can dress you digitally, but never undress you,” the guide also reminds fashion-conscious fans.

In a statement, WMG’s chief digital officer and executive vice president of business development, Oana Ruxandra, highlighted the perceived importance of “digital identities” today and expressed her belief that they “will become exponentially more robust and more impactful” over the next few years.

“Representation of our future digital selves will be as important and, if you measure by volume of interactions, perhaps more important than how we physically represent ourselves,” Ruxandra explained in part. “As our digital identities become exponentially more robust and impactful, we are focused on building partnerships that will empower WMG and our artists.”

Going forward, it will be worth tracking the commercial performance and popularity of Warner Music artists’ DRESSX collaborations, especially given the prevalence of superfans living for social media in the contemporary music industry.

Also in 2022, Warner Music Group partnered with The Sandbox (to create virtual concert halls), NFT music platform OneOf, the “leading Web3 protocol” POAP (“to create shared memories as NFT “), NFT marketplace OpenSea, LGND.io and Polygon, and “collectible card game company” Splinterlands.

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