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Virtual Insanity: Jamiroquai Enters the Metaverse With The Sandbox Partnership

The agreement was developed in association with Bravado, Universal Music's brand management division.

Jamiroquai has announced a new partnership with virtual gaming platform The Sandbox, a subsidiary of Animoca Brands, to help the legendary funk group enter the metaverse.

The deal was developed in association with Universal Music Group’s brand and merchandise company Bravado, making UMG the second major label to strike a deal with the virtual world builder. The Sandbox previously announced on Jan. 27 that it would be working with Warner Music Group to create a WMG “Land,” formed with the brand’s expansive roster of artists and songwriters in mind. The company also previously aligned itself with some of the biggest musical chapions of Web3, including Snoop Dogg, Deadmau5 and Steve Aoki.

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With the Jamiroquai partnership, The Sandbox will help the band create a virtual universe that is “part virtual real estate, part amusement park.” Fans will get to immerse themselves in the new curated space, which is “a bit of funk, freedom and fashion,” says the band in a statement about the deal. “[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.” For now, the only peek into the band’s virtual space is a 38-second teaser. 

In celebration of the partnership, a Jamiroquai x Sandbox merch collection also dropped on Wednesday.

For UMG’s merchandise and branding arm, Bravado, and their senior vp of A&R and brand management, Rachael Redfearn, the partnership is about delivering “a new method of interaction between artists and their fans.” She adds that Bravado can help artists “deliver content, commerce and creativity to fans directly, as fully immersive and innovative experiences.”

“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,” said Bertrand Levy, vp of global partnerships at The Sandbox.

“The metaverse is driving creativity through new forms of expression and technology in the music and entertainment industry, and it is an honor to welcome Jamiroquai to The Sandbox,” said Sebastien Borget, COO and co-founder of 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.”

The Sandbox claims more than 40 million app downloads on mobile.