Image source: NFT HI
Universal Music Group has deepened the NFT space with the development of Kingship, a partnership with the Bored Ape Yacht Club.
The virtual metaverse band recently reached out to music producers who have helped the stars create hits in an effort to increase their cause.
Veteran producers Chauncey “Hit-Boy” Hollis and James Fauntleroy will take on the roles of executive co-producers.
They will also be the songwriters behind the band Bored Ape, working on creating music for NFT-inspired characters in videos and metaverse worlds.
The metaverse band was created by label head Celine Joshua of Universal Music Group’s 10:22PM label.
Characters featured include Bored Ape Yacht Club and Mutant Ape Yacht Club NFTs, with NFTs licensed by famed collector Jimmy “j1mmy” McNelis.
The concept of the group is similar to the legendary virtual group Gorillaz.
The main difference is that Kingship is created using a handful of valuable NFTs as source material.
Hit-Boy is a renowned hip-hop producer and three-time Grammy winner.
He has produced hits for some of the biggest names in the music industry today, including Beyonce, Kanye West, Rihanna, Jay Z and Ariana Grande.
Meanwhile, Fauntleroy is just as successful.
He is a four-time Grammy winner and songwriter who has lent his genius to Bruno Mars, Beyonce and Justin Timberlake.
Fauntleroy has also produced music for other musicians.
A taste of Kingship
In August, Kingship released a teaser video to promote global confectionery giant M&M’s.
The teaser gave people a glimpse of their musical contributions to the project.
Previously, Kingship had released an NFT project, launching 5,000 Ethereum electronic keys that provided special access to exclusive content and future token experiences.
The Bored Ape Yacht Club
Since the NFT boom in 2021, no other project has made more noise than the Bored Ape Yacht Club.
The project managed to bring billions of dollars in trading volume.
At the same time, their popularity has attracted the attention of several high-profile names, including celebrities and athletes.
Earlier this year, Yuga Labs, the creator of the Bored Ape Yacht Club, raised $ 450 million for a $4 billion valuation.
They are currently working on a Metaverse game called Otherside.