For Universal’s NFT Band, Music Is Second to Brand Identity

For Universal’s NFT Band, Music Is Second to Brand Identity
On Thursday, Universal Music Group (UMG) announced it had signed Kingship – not a musician, but a collection of four anthropomorphic non-fungible tokens (NFT).Billed as a “metaverse group,” Kingship is a partnership between UMG and the NFT investor Jimmy McNelis, who owns the four tokens in question. Conceptually, it’s a little like Gorillaz, the “virtual band” created by electronic musician Damon Albarn in the late 1990s. Each image comes along with its own fabricated backstory.The difference is that where Gorillaz was the brainchild of a musician, Kingship is mostly just a brand partnership. Even if you didn’t care about the…