invisible universe

Startups that the music industry works with increasingly don’t have to be ‘music/tech’ startups, and Invisible Universe is the latest example of a firm that we think could be an interesting partner for labels and artists.

It’s been creating animated characters for social media with celebrities: a doll for Serena Williams; toys for the D’Amelio family; a robot for Karli Kloss; and a monkey for footballer Dani Alves.

The idea: they debut on platforms like TikTok and Instagram, spin off their own profiles and – millions of followers later – are ripe for developing into merch, longer-form video, games and all the other uses for 3D animated characters in 2021’s entertainment landscape.

‘The Pixar of the Internet’ is how Invisible Universe is pitching itself. Clearly there is potential here for music artists to work with the company, and what’s interesting is that it would be about creating ancillary characters with them, rather than just cartoon avatars of themselves. One to watch.

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