Warner Music Group Partners With The Sandbox For Virtual Concert Venue

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.

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 invested in Wave, a virtual concert platform, last year.

The Sandbox, unlike the other platforms mentioned above, is based on blockchain and non-fungible token (or NFT) technology. It's particularly concerned with ownership and allowing players to monetize in-game resources, which is a fundamental component of the ‘metaverse,’ as it's frequently referred to. It has led to a recent campaign to make virtual land a desirable commodity, alongside the similar platform Decentraland, however, some observers remain suspicious of the phenomena. Regardless of the wider economic interests at play, there is one compelling reason to become virtual rather than physical neighbors with a concert venue: if the music becomes too loud, you can just turn your computer off and go to sleep.