We know British startup Instrumental best for its AI-powered A&R tools, which have attracted major labels as clients and Tencent as an investor. However, the company is also exploring the metaverse, via a new partnership with the virtual world Avakin Life.
MBW reports that Instrumental has launched a venue within the world called New Music Society, which will see musicians from Instrumental’s in-house label Frtyfve performing and chatting to fans.
Avakin Life has more than seven million monthly active users, and according to Instrumental there were more than 500k ‘attendances’ over the opening weekend of the new virtual venue. Singer/songwriter Leanna Firestone is the first artist to test it out, with a week-long residency in New Music Society.