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From exclusive content to giveaways, the possibilities seem endless when it comes to the attractive qualities of NFTs and what you can do with them. Now, Universal Music Group (UMG) has signed the first ever NFT-based metaverse band called Kingship using Bored Ape Yacht Club NFTs as the faces of the group.

The Bored Ape Monkey Yacht Club NFT collection is currently one of most successful NFT collections to date. The collection’s NFTs sell for millions and are owned by celebrities such as Post Malone, Jimmy Fallon, and Steph Curry. If you own an NFT ape, you own the right to doing whatever you want with it. Meaning you could make merchandise, put it as your profile picture, and even start a band with the ape faces.

Bored Ape Yacht Club Band Kingship

nft metaverse band kingship universal music group umg also

This creative freedom has inspired Jimmy “j1mmy.eth” McNelis, Nick Adler, and Celine Joshua to put together Kingship. Jimmy is the collector who purchased the BAYC NFTs and retains the rights to the apes. He got together with Nick Adler who will manage the group, and Celine Joshua, a former executive at Sony, to create the record label 10:22PM, as the “next-gen Web3 label.” They wanted to create a way to continue building value around the apes without having to put them out on the market.

“With 10:22PM and Celine, we’re working to create the sound, the narrative and the storytelling, the voice. We’re working on creative ways to release NFTs and music. The goal here isn’t to just do something a legacy brand would do — the goal is to be Web 3.0 authentic.”

Nick Adler
nft metaverse band kingship universal music group umg also

Photo by Lucrezia Carnelos via Unsplash


Jimmy’s BAYC apes will be turned into 3D beings to perform within video games, VR experiences, and other metaverse events. Eventually, the label wants to release a line of digital collectibles and merchandise.

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