Issue link: https://digital.copcomm.com/i/1489831
26 cgw o c t o b e r • n o v e m b e r • d e c e m b e r 2 0 2 2 a space to interact with fans in a safe and controlled environment. Despite the concealed identity, fans can still identify their charac- ters as true extensions of the artists. This is largely due to how they are captured and projected into virtual space, specifically how they move, rather than just relying on a generic avatar with pre-generated movement. But beyond creating deeper bonds between creators and audi- ences, these virtual platforms can offer a place to empower artists. For Wave, Teflon Sega partnered with the Quincy Jones-backed NFT marketplace OneOf to produce his concert. This marks one of the more integrated uses of immersive, interactive, and live events with NFTs and NFT commemorative posters. Collaborating with other metaverse teams such as The Dematerialised, Teflon uses NFTs, blockchain, and Web3 to revolutionize concert ticketing, ensuring an even distribution of proceeds. In a time where the biggest stress to music touring is financial, with venues taking chunks of proceeds to cover losses, NFTs offer a way for the artists to manage the control of their money. Twenty One Pilots had previously capitalized on this trend when they performed a live concert on the gaming platform Roblox. The concert experience mixed concert moments with gaming and social activities, using Xsens suits to capture the motion print of the band. The pre-show activities already had 12.5 million views and Roblox heavily invested in quests, coins, rewards, and virtual merchandising ("verch") for this concert. By liaising with the content platform, the band was able to communicate more directly with the fans and have greater creative control over the feel of the concert. This bypasses the struggle between artists and their labels or streaming platforms, with the metaverse empowering artists to own their own digital mu- sic content through NFTs. Through streaming on YouTube, Twitter, Twitch, TikTok, Facebook, and Roblox, creators ultimately gain con- trol over the venues and spaces they operate with, and nurture close connections with fans. The metaverse, therefore, provides salvation for artists and fans due to its accessibility and creative control. In a system free from the real-world issues of physical space, artists can define themselves as they wish, adapting their motion prints into their virtual realities. It also gives them the power to control their art and is being recog- nized by mainstream entities. The combination of music artists and creative technologies experimenting with a new way to perform live music promises a new wave of music for people to access all over the world. Remco Sikemma is Movella's Senior MarComms Manager The metaverse is being built on the convergence of AR and VR technologies, enabling multimodal user interactions.