Sandbox, as we hope you’ll all know, is Music Ally’s now-monthly marketing report which has spawned a series of events. The Sandbox, however, is something different: a ‘decentralised virtual world’ being launched by games firm Animoca Brands.

Yes, this is a blockchain thing: a game-slash-virtual-world where players can buy digital land, and create NFTs and sell them in a marketplace. It’s getting some musicians involved too: Richie Hawtin and Joel Zimmerman, aka electronic music stars Plastikman and Deadmau5.

The deal has been brokered by their new startup Pixelynx, which we wrote about earlier this year.

The company has bought some land in The Sandbox, and will be using it to launch “gaming experiences and NFTs” based on the two musicians’ work. “Rich and I are known for the unique digital landscapes we create for our live shows and now we are planning something extraordinary in this space together,” said Zimmerman. “This world will have an emphasis on music and collaboration and will become an important part of the Hawtin reality where I plan to bring all my projects together under one roof,” added Hawtin.

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