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What do artists need to make the most of NFTs? Facial hair, of course! Well, that’s what Warner Music Group is hoping.

Furry-philtrumed Finnish artist Stig is the first musician to test its new partnership with NFTs firm Blockparty. He’ll be releasing a series of NFTs that “capture his iconic moustache” – well, it makes a change from cartoon simians – as part of the deal announced on Friday.

WMG says that other artists will be tapping into Blockparty’s decentralised exchange to sell NFTs, but also swap them.

“By cutting out the middleman, creators, artists, collectors, and fans alike can now connect directly like never before through this unique experience,” is how the press release put it, and while this is strictly true as a reference to the decentralised nature of what Blockparty is doing, you could argue that there are still two middlemen – startup and major label – involved here. To positive effect, hopefully.

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