As WRM’s community innovation advisor, Shinoda will support the company in partnering with artists to “bring their creative visions to life and build communities across new platforms, products, and experiences, while exploring new revenue streams,” according to a press release.
Long interested in the crossover between music and tech, Shinoda has recently been a music industry innovator in the NFT space. In February 2021, he released his single “Happy Endings” feat. iann dior and UPSAHL as an NFT via the Zora NFT marketplace, which was billed as the first such project by a major-label artist. He followed that in November with the generative NFT mixtape “Ziggurats,” a collection of 5000 unique audio + visual NFTs created from Shinoda’s original audio and visual layers that was offered on the Tezos blockchain. He’s also made investments in the Web3 space; in September, he participated in a funding round for DNABlock, a company specializing in Web3 tools for creators.
In a statement, WRM CEO Max Lousada called Shinoda a “passionate creative who’s deeply embedded in the rapidly evolving world of Web3,” adding, “As we continue to accelerate deals and build out our expertise across the company, together we’ll navigate the possibilities at the intersection of music and technology with thoughtfulness and authenticity – to the benefit of our entire musical community.”
“There’s no one-size-fits-all approach when it comes to Web3; every artist and community is unique,” added Shinoda. “Warner has made some strong first steps in this space, and I look forward to playing a role in further exploration—supporting artists in creating new opportunities, and connecting with fans in unimaginable new ways.”
Warner Music has already been at the forefront of Web3 and NFTs among the major labels. In January, the company partnered with digital collectibles platform Blockparty to allow WMG artists to create and trade NFTs. Later that month, it struck a partnership with NFT marketplace The Sandbox for WMG “Land,” a digital funhouse where artists can stage virtual concerts. And in February, the company announced it had partnered with blockchain gaming developer Splinterlands to give select WMG artists the ability to create and develop unique, play-to-earn (P2E), arcade-style blockchain games.