Warner Music Group Partners With The Sandbox For Virtual Concert Venue

Warner Music Group will create a location in the virtual world The Sandbox, and it expects that music fans would show their support by purchasing neighboring real estate. WMG defined its new home as a ‘combination of musical theme park and concert arena’ in a press release. Concerts and other ‘musical experiences’ will be hosted in collaboration with The Sandbox. But it’s only talked about one thing so far: a special sale of digital real estate dubbed Land, which Sandbox members can purchase ‘coveted’ pieces of in March. The Sandbox has already collaborated on experiences with specific artists such as Snoop Dogg, but this appears to be a larger and more ambitious project. “Warner Music has secured the metaverse’s equivalent of beachfront property,” boasted Oana Ruxandra, WMG’s chief digital officer of business development. The Land sale will include areas next to the WMG property, though WMG did not explain whether this will provide any tangible benefits or if buyers will simply derive emotional satisfaction — and potentially higher real estate prices — from the abstract sense of proximity. The Sandbox’s Land sales have precedent in virtual worlds such as Second Life, where firms have opened virtual experiences as well. Virtual concerts have also taken over Fortnite, Minecraft, and Roblox, with the latter signing its own music business deals and hosting ‘listening parties’ where artists may showcase new music. WMG also investe...