Warner’s latest web3 move is an investment in virtual artist and metaverse platform Authentic Artists – Music Business Worldwide

Warner Music Group has been particularly active in the Web3 space over the past few months.

In January, WMG inked a strategic partnership with virtual gaming world The Sandbox, marking what WMG said was its “first entry into the NFT metaverse realm”.

The major has also entered into partnerships with blockchain the likes of gaming developer Splinterlands and digital collectibles platform Blockparty in recent months, while Warner Recorded Music even appointed Linkin Park’s Mike Shinoda to a “first-of-its-kind” Web3 advisory role.

Now, Warner Music Group has joined a strategic funding round for San Francisco-based Authentic Artists, a music platform that claims to power “metaverse-native virtual artists, digital collectibles and interactive music experiences”.

Authentic Artists says that its music platform uses “cutting edge deep learning, game engine and blockchain technologies”.

The company operates two divisions, including WarpSound, which is home to a roster of virtual artists, which Authentic Artists says are powered by its generative audiovisual music platform.

This proprietary, AI-driven platform, claims Authentic Artists, “delivers fully-dynamic original music and customizable interactive live performances in real-time”.

Authentic’s genesis music NFT collection, WVRPS by WarpSound, is the all-time #1 music NFT collection on OpenSea and contains 9,999 unique, visual trait-driven musical voices enabled by Authentic’s generative music technology.

Authentic Artists says that the funds raised in the round will help it to develop its AI-driven metaverse music platform and build its WarpSound music brand.

In addition to WMG, investors in Authentic Artists include Crush Ventures (the investment arm of Crush Music), the Founders of Nike’s RTFKT, and The Sandbox Co-Founder Sebastien Borget.

These participants joined previous investors including OVO Fund, James Murdoch’s Lupa Systems, and Mike Shinoda of Linkin Park.

“This partnership sees us leaning in with the ambitious team at Authentic Artists as they build out unique communities at the intersection of music and technology.”

Oana Ruxandra, Warner Music Group

“WMG is focused on harnessing the tools, technologies and protocols that collectively make up web3 to consistently unlock new opportunities for our artists, songwriters and fans to create and consume together,” said Warner Music Group’s Chief Digital Officer, Oana Ruxandra.

“This partnership sees us leaning in with the ambitious team at Authentic Artists as they build out unique communities at the intersection of music and technology.”

“We love revolutionary brands, and WarpSound is one of them.”

Steven Vasilev, RTFKT 

RTFKT Co-Founder Steven Vasilev, said: “We love revolutionary brands, and WarpSound is one of them.

“My Co-Founders and I are excited to join the Authentic Artists team on their journey as they create the sound of the metaverse and ignite new music culture.”

“We’re grateful to have the support of some of the most transformative brands and leaders in music and digital culture as we build the defining metaverse music platform.”

Chris McGarry, Authentic Artists 

Authentic Artists CEO Chris McGarry, said:  “Music is Authentic’s lifeblood, and we’re using new creative tools to awaken a deeper connection with music and each other.

“We’re grateful to have the support of some of the most transformative brands and leaders in music and digital culture as we build the defining metaverse music platform.”Music Business Worldwide