Universal Music Group Acquire Another Bored Ape For $361K
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Universal Music Group Acquire Another Bored Ape For $361K

March 21, 2022 Share

Bored Ape #5537 is now the property of Universal Music Group, and they have something very special in store for it.

Universal’s web3 label 10:22PM announced at the weekend that they had just purchased Bored Ape #5537 of the Bored Ape Yacht Club NFT collection for a reported $360,817. Their intentions? To employ this Bored Ape as the manager of an entirely virtual band that goes by the name of Kingship.

The four NFT members of Kingship – Credit: UGM

It all started last year in November when 10:22PM announced that it was teaming up with NFT collector and entrepreneur Jimmy McNelis to create Kingship, a digital ensemble made up of four characters, three Bored Apes and one Mutant Ape.

10:22PM has essentially hatched a plan that will follow the story of this virtual band and will incorporate the release of music and the staging of virtual live performances in the metaverse. Furthermore, many more NFTs associated with the band and their story are expected to be put on sale as part of the whole project.

Bored Ape #5537 will be renamed Noët All and act as the band’s manager, and following in the footsteps of Gorillaz and Hatsune Miki, 10:22PM and McNelis are pushing the boundaries as to what a virtual band is capable of.

Bored Ape #5537 AKA Noët All – Credit: UGM

“For it to become part of the culture, I think that would be an amazing thing,” said McNelis. “This deal is a leading example of how powerful commercial rights are for collectable NFT projects and their collectors. I’m incredibly excited to explore this new area of NFT ownership with Celine Joshua and 10:22!”

UMG has hired a whole team of animators to turn these 2D portraits into 3D beings, and 10:22PM hopes to guide the group into creating and publishing new music, community-based merchandise, and experiences in the metaverse, while also giving existing BAYC NFT owners unique access to the band’s newly created products.

Celine Joshua, founder of 10:22PM, said: “Creating Kingship has been incredibly fun and imaginative. I started 10:22PM to push the boundaries of innovation in the music industry and with Kingship, we’re literally inventing what’s possible in real-time.

“Just as we would with any artist or creator, my team and I will work with Kingship to sharpen their vision and develop their unique sound. Each member of the group has their own story and personality that influences and contributes to KINGSHIP’s overall narrative.

“Through music and events across the metaverse,” he continued, “we will bring the Apes in Kingship to life by building communities and utility, and entertaining audiences around the world.”

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Author: Tom Cramp
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