Managers have traditionally taken a cut of their artists’ revenues, but it’s rare to hear of artists spending money before they’ve released any music to BUY a manager. But in the world of avatar bands driven by NFTs, perhaps this will become the norm.

Kingship is the Gorillaz-style virtual group created by UMG subsidiary 10.22PM, announced last September as a partnership with NFTs brand Bored Ape Yacht Club. Now the label has acquired another one of those ape NFTs to be the “manager” of Kingship. ‘Manager Noët All’ is her name, and 10.22PM spent the ethereum equivalent of $359k to buy her according to the public records on marketplace OpenSea.

The news came as the label launched a website and Discord for Kingship, with founder Celine Joshua saying that the newly-acquired manager “will help drive the storyline and allow us to communicate with the community”.

There’s at least a sense of humour underpinning all this. “A crypto millionaire and fluent in a few languages, Manager Noët All has never managed a band before, but she’s watched a few music documentaries and gets the general idea,” tweeted the band’s account on Friday.

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