Universal to develop virtual identities and NFTs of Justin Bieber, Migos, Rihanna...

Universal Music Group has inked an expansive global partnership with “avatar technology company” Genies to develop avatars and digital wearables for some of the world’s most influential and successful recording artists including Justin Bieber, J Balvin, Rihanna, Shawn Mendes and Migos. UMG and Genies will equip artists “with official virtual identities for use in Web 3.0 and the shifting age of the Internet”. Music Business Worldwide brings the whole story.