Avatars from DRESSX, which Warner Music Group has invested in. Photo Credit: WMG
After kicking off 2022 by striking a deal with “digital collectibles platform” Blockparty, Warner Music Group (WMG) has closed out the year by finalizing a partnership with (and taking a stake in) “digital fashion retailer” DRESSX.
The Big Three label and two-year-old DRESSX, which bills itself as “a Metacloset of digital-only clothes, NFT fashion items, and AR looks,” revealed their tie-up via a formal release today. Notwithstanding the well-documented crypto winter and recession fears, Warner Music has spearheaded a number of expansion initiatives involving Web3, NFTs, and other digital items during 2022.
And under this latest pact, WMG-signed acts are poised to “collaborate directly with DRESSX to design and launch 3D and AR virtual clothing,” which their supporters will then be able to “collect and enjoy across Instagram, Snapchat, and other platform partners,” according to the major label and the “female-led, female founded metafashion company.”
While the businesses haven’t publicly identified the specifics of the union (including which artists will work with DRESSX first) or the aforementioned investment, Warner Music made clear its belief that the agreement “will enable artists to unlock new revenue streams” and simultaneously create “additional outlets for fans to showcase their fandom across multiple digital worlds.”
Similarly, the release from WMG and DRESSX is relatively light on concrete details about the latter’s offerings and operations. But a video on the DRESSX website, aptly entitled “Our Vision,” emphasizes that users and customers can “wear” the digital apparel at hand not only in the metaverse, but in “real world” photos and videos.
To be sure, the platform dedicates a different section yet of its site to explaining how one can best utilize AR technology to make it seem as though he or she is wearing different clothing in photos (for use on social media and dating apps in particular, DRESSX recommends) and during livestreams. “Remember, DRESSX can digitally dress you, but never undress,” the guide also reminds fashion-minded fans.
In a statement, WMG chief digital officer and EVP of business development Oana Ruxandra stressed the perceived significance of “digital identities” today and expressed the belief that they will “become exponentially more robust and impactful” during the approaching years.
“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,” Ruxandra communicated in part. “As our digital identities become exponentially more robust and impactful, we are focused on building partnerships that will enable WMG and our artists.”
Moving forward, it’ll be worth following the commercial performance and popularity of Warner Music artists’ DRESSX collaborations, especially given the prevalence of superfans who live for social media in the contemporary music industry.
Also during 2022, Warner Music Group has partnered with The Sandbox (to create virtual concert venues), music NFT platform OneOf, “leading Web3 protocol” POAP (“to mint shared memories as NFTs”), NFT marketplace OpenSea, LGND.io and Polygon, and “collectible card gaming company” Splinterlands.