Web3, AI and the metaverse transforming the music industry

Web3 technology transforming the way people consume art
The metaverse is taking the music industry by storm, with well known artists, such as Robbie Williams, taking their first steps into the Web3 space

As the world’s interest in the metaverse continues to be piqued, entertainment industries and professionals all over the globe are taking advantage of this ‘new world’ and looking to increase their presence in the virtual space. The music industry in particular has seen a rapid development in the way in which society engages with its favourite artists, with more immersive and interactive experiences, such as ABBA Voyage for example, popping up and allowing people to consume art in a very different way.

The latest icon who is set to take the virtual stage by storm, is British singer-songwriter and former Take That member, Robbie Williams, who is making his first foray into the Web3 space by partnering with London based Vertex Labs’ AI-powered lifestyle metaverse platform, LightCycle.

Ander Tsui, Founder & CEO of Vertex Labs says: “Robbie is a visionary creative and, as the ultimate showman, his music and songs have had a huge cultural impact. We are enormously excited to be bringing this super special performance into LightCycle. We’ve had a lot of fun creating the project and we can’t wait to share it with the world. We hope that, through Robbie’s initiation into Web3, new and existing fans can elevate their entertainment experience in a virtually enhanced way.”

Brand partnerships and events in the metaverse

The term metaverse, which doesn’t refer to one specific type of technology, but rather a broad shift in how we interact with technology, includes virtual reality, augmented reality, as well as other advanced technologies, and allows people to have lifelike personal and business experiences online. Some see it as a digital playground, while others see the potential for it to be a commercial space for companies and consumers.

Robbie Williams will perform his 25-year anniversary live show on LightCycle

The pandemic sparked a rapid increase in the adoption of virtual online interactions, and the emerging metaverse is already being used by a number of organisations to improve their business practices. For example, entertainment, commerce, healthcare, and educational providers to name a few are all taking advantage of this new digital world, which will undoubtedly have a profound impact on many industries.

A new world; a vibrant virtual metropolis

Set to launch in Q4 of 2023, LightCycle, is a realistic virtual commercial city, which is set to become the go-to destination for multiple industries including art, film, music, gaming, fashion, sport, property, and retail. LightCycle has been developed using Unreal Engine 5 and real-time edge rendering, and with its powerful editor and AI generation technology, both users and merchants can effortlessly bring their content to life, offering a seamless and secure experience powered by blockchain technology. 

Users can explore a vibrant virtual metropolis to connect with their communities, interact with beloved brands in stunning 3D, attend live sports and concerts, browse NFT galleries, or visit a digital fashion district. The immersive experience opens up a wide range of possibilities for engagement and discovery.

Robbie will provide a uniquely personal performance of his 25-year anniversary live show, with fans from all over the world being provided with unrivalled access to one of music’s most celebrated artists through a 3D metaverse experience, extending his legacy to the digital world.

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“Staying connected with my fans has always been important to me,” says Williams. “I’m fascinated by the Web3 space – it’s full of creativity and mind-blowing potential. It’s also a big new market for music discovery. As an artist, I’m always looking for ways to push forward so this is the perfect next step in that journey. The talented development team at LightCycle have produced some incredible work and I’m excited to see it all brought to life in full 3D glory.”

A preview of this landmark metaverse event will be unveiled as part of a LightCycle preview night at EDGE Global Web3 and AI Investment Summit, taking place at the AsiaWorld-Expo in Hong Kong on 26th and 27th September 2023. The eagerly awaited LightCycle night will feature an augmented reality showcase, indulging attendees with a taste of what fans can expect when the event goes live on LightCycle’s platform later this year. 

CEO of LightCycle, Sara Ezen, said: “The concert is truly something special and we’re excited to be giving it a home in LightCycle so his fans, new and old, can enjoy next-level interaction and engagement. Robbie has a dedicated and passionate fanbase and we believe that, through our unparalleled technology, we can bring them a supremely enhanced environment and fan-experience. We are looking forward to seeing where we can go with this.” 

When we look to the future, it is evident that this technology will undoubtedly continue to progress and develop further in the coming years. Perhaps we'll begin to witness more performances by artists who have long since passed away, whether in physical venues or virtual metaverse settings. Alternatively, we might see artists performing live on stage while appearing alongside lifelike avatars of other artists. Either way, it is a very exciting time to be a live music fan.


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