It’s a sign of the times when the world’s biggest major label has an imprint described as “a next-gen Web3 label that discovers and develops artists, intellectual property, brands and digital creators”.
That would be UMG subsidiary 10.22PM – once known for signing influencers, but now getting into the NFTs world. It has just signed a Gorillaz-style cartoon band using characters from NFTs brand Bored Ape Yacht Club.
The group is called Kingship, and 10.22PM founder Celine Joshua promised that “through music and events across the metaverse, we will bring the Apes in Kingship to life by building communities and utility, and entertaining audiences around the world”.
There’s no doubt that Bored Ape Yacht Club is one of the big success stories of NFTs thus far: a recent report suggested its collectibles had generated $542m in lifetime sales. Also interesting: it has been dabbling in lo-fi hip-hop with a round-the-clock YouTube stream.
Kingship is an interesting project, then, but much will depend on the quality of the music produced for it.