Warner Music Group (WMG), the record company behind such artists as Muse, Madonna and Fleetwood Mac, has been quick to see the potential of – and disruption from – NFTs and the metaverse on both the music industry and its associated merchandise market.

Indeed, music artists are particularly attracted to virtual worlds, allowing them to perform to many more people from a single venue, to allowing them to give flight to their dreams of fashion labels and wearable – all things that also adds fuel to their increasingly important social media presence.

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