Animoca Brands Corporation Ltd subsidiary The Sandbox has partnered with seminal jazz-funk band Jamiroquai to bring the band to the Sandbox gaming metaverse.
This strategic collaboration was developed in association with Bravado, Universal Music Group’s industry-leading brand management division.
Part virtual real estate, part amusement park, The Sandbox is one of the decentralised virtual worlds where players and creators can create immersive 3D worlds and game experiences and safely store, trade and monetise their creations.
Jamiroquai joins more than 200 existing partnerships including Ubisoft, The Rabbids, Gucci Vault, The Walking Dead, Snoop Dogg, Adidas, The Smurfs, Care Bears, Atari, ZEPETO and CryptoKitties.
Partnerships with legendary musical artists
The Sandbox COO and co-founder Sebastien Borget said: “The metaverse is driving creativity through new forms of expression and technology in the music and entertainment industry, and it is an honour to welcome Jamiroquai to The Sandbox.
“We now have partnerships with various legendary musical artists and labels including Snoop Dogg, Jamiroquai, BLOND:ISH and Deadmau5, and we’re excited to be making The Sandbox a home where artists can connect with their fans in a direct and genuine way.”
Jamiroquai's teaser video on the Sandbox.
Jamiroquai is a legendary funk and acid jazz band from London centred on vocalist Jay Kay.
Known for the global smash, Virtual Insanity, and a string of hit albums and worldwide tours, the Grammy-winning band has sold more than 27 million albums worldwide.
Commenting on its foray into the Metaverse, Jamiroquai said: “Jamiroquai have always been future-facing and super social – creating a LAND where everyone can come together in The Sandbox with a bit of funk, freedom and fashion will provide a communal place to digitally connect with our fans and fellow music lovers.
“We look forward to telling you more soon, but for now can say that hats will definitely be involved.”
The Sandbox vice president Bertrand Levy said: “As a former executive at Universal Music Group, I’m excited to have Jamiroquai, one of the most innovative talents in the music industry, join The Sandbox, showing the importance of the metaverse as a platform for the music community,”
“New method of interaction”
The Sandbox team’s vision empowers players to create their own experiences using both original and well-known characters and worlds.
Commenting on the partnership, Bravado senior vice president Racheal Redfearn said: “We are delighted to be able to deliver a new method of interaction between artists and their fans and cannot wait to welcome you all into the world of Jamiroquai with The Sandbox.
“Through new partnerships, we can help our artists deliver content, commerce and creativity to fans directly, as fully immersive and innovative experiences.
“Both Bravado and Universal Music Group are excited to help fans explore the metaverse, alongside their favourite artists, and for the infinite possibilities it will open for fans to more deeply engage in an artist’s vision.”
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