Angelbaby is one of the emerging crop of virtual artists that have been created by web3 startups. Now the company that owns it, Hume, has raised $11.7m of Series A funding to expand its efforts.

Forbes reported that some human artists, Aloe Blacc and G Money, have taken part in the round alongside a range of crypto funds and investors. Hume has coined the term ‘metastar’ to describe its virtual characters, and plans to launch more of them to join Angelbaby – complete with NFTs that will be sold to give people stakes in these creations.

There’s a certain amount of web3 bluster that will roll a few eyes in the music industry: “Today’s record labels are not designed for a digital world and the industry is filled with bureaucracy and politics that limit the connection between artists and fans” etc etc. More welcome is Hume’s willingness to stress that it pays songwriters and producers upfront for their work on its projects, as well as shares in the music royalties and NFT sales.

There’s something in the company’s argument that virtual artists can be a positive trend for musicians who don’t want to be out front in the spotlight, but like the idea of being the human behind the avatar.

EarPods and phone

Tools: platforms to help you reach new audiences

Tools :: Wyng

Through Music Ally’s internal marketing campaign tracking, we’ve recently discovered an interesting website by the…

Read all Tools >>

Music Ally's Head of Insight

Leave a comment

Your email address will not be published. Required fields are marked *