Good news for Jamiroquai fans! The English funk and acid jazz band will be having a new way of interacting with their fans through technology as they recently announced a partnership with a big company.
According to Billboard, the group is teaming up with the virtual gaming platform The Sandbox, a subsidiary of Animoca Brands, to let them enter the metaverse.
The deal was made possible by UMG's brand and merchandise company Bravado, making the music giant the second major label to collaborate with the platform.
To give fans an insight on what to expect in the funk band's metaverse, The Sandbox said they will help the group create an online universe that is "part virtual real estate and part amusement park."
The metaverse will also include a curated space that features "funk, freedom and fashion."
In a statement, Jamiroquai said, "We have always been future facing and super social... We look forward to telling you more soon, but for now can say that hats will definitely be involved."
To celebrate the latest collaboration, the band and The Sandbox unveiled a new merch collection on Wednesday, which is available on their website.
Bravado's senior VP of A&R and brand management, Rachael Redfearn, revealed in a press release that the collaboration between the band and the virtual platform is "a new method of interaction between artists and their fans."
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She added that their company could help musicians deliver content and creativity directly to their supporters through innovative experiences.
On the other hand, The Sandbox's VP of global partnerships Bertrand Levy said Jamiroquai is one of the most innovative bands in the industry today and they're excited to share the importance of metaverse as a platform in the world of music.
Aside from the band, other musical acts' metaverses are also accessible through The Sandbox app like Snoop Dogg, BLOND: ISH, and Deadmau5.
"we're excited to be making The Sandbox a home where artists can connect with their fans in a direct and genuine way," COO and co-founder Sebastien Borget said in a statement.
Metaverses are very common in the industry today as many celebrities and musicians interact more with their fans virtually.
Supporters are willing to spend money to get close to their idols, like what an NFT collector did last year as they spent a whopping $450,000 to become Snoop Dogg's next-door neighbor in The Sandbox metaverse.
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