Imagine you are walking down the street with your phone in hand and the camera turned on. From the screen, you can see a digital art sculpture on the trot built with references to that music album that won’t leave your playlist. This sculpture is interactive: you can activate it and, from there, you have access to songs by the artist in question, mini-games created by the band itself and an NFT article for fans. This item, once purchased, can bring even more virtual experiences to the buyer.
This is one of the experiences that will be possible from the ‘musicverse‘, the mix between music and metaverse. The technology has already gained the attention of the giants of the music industry, and among its enthusiasts – and probably pioneers – the PIXELYNX. In partnership with Globant, the Silicon Valley company is creating a digital platform that promises to intensify the relationship between artists and fans, using new technology.
Founded by fans of the music industry’s future, PIXELYNX will launch its first version of this hybrid world connecting creators and fans in April. “What we do is an intersection between music, games and blockchain. The idea is that you can explore the virtual world around you by unlocking music experiences,” says CEO Inder Phull.
For Phull, the platform will do more than change the way we consume and relate to music. It will also be an opportunity for artists and bands to monetize their work. With NFT, and the smart contract technology that these tokens allow, it will be possible, for example, to determine the percentage of revenue that will go to the record label and the musicians.
“So every time NFT is monetized, the artist will be paid immediately. It will be a totally transparent form of monetization. It’s a blockchain advantage,” says Phull. NFT, he explains, has the advantage that they can also be marketed in the secondary market, which can create an ecosystem among fans of that band. Among the items that can be created by the musicians are virtual clothes and exclusive artifacts.
In addition to NFT and blockchain, the “musicverse” will have another important pillar: gamification. For Phull, the toy market has features that can be conveyed to music: interactivity, the training potential of the community, and the fascination it causes for fans. “The key is to devise interesting mechanisms, games and technology that allow this connection between the two worlds,” he says.
But will we have such immersive experiences in this musical metaverse to the point of leaving the big concerts and events in person? None of that. At least not for PIXELYNX. The way, according to him, is to integrate the novelty with the current experiences. “Physical contact will always be the most meaningful experience a fan can have. I don’t think there’s much doubt about it. I like to think of the ‘musicverse’ as a new canvas for artists to create and a chance. for them to build things that would not be possible in the physical world. “
Check out the full interview that PIXELYNX CEO Inder Phull gave business season.
What will be this new music consumption experience that Pixelynx has built with metaverse? What is the role of games?
We have always believed that games will play an important role in the future of the music industry. We saw many possibilities in terms of the interaction, the formation of the community and the fascination they cause. If you think about the way music is consumed, it hasn’t changed much over time. The experience remains the same – whether you’re listening to a vinyl song, CD, Spotify or another streaming platform. We felt there was an opportunity to make music more interactive.What we do is an intersection between music, games and the blockchain. Our first product will be launched in April, in partnership with Niantic [criadora do jogo de realidade aumentada Pokemon Go]. The idea is that you can explore the world around you by unlocking musical experiences. This will be the first feature in the world that gives artists the ability to create hybrid reality objects that can be discovered and collected by fans.
Have you decided which bands will debut this metaverse?
Yes. There are a number of bands and artists working with us. We will announce the list soon. We will have a big campaign for fans to discover and collect different NFTs, which can also be worked on by bands. We will be releasing a more restricted beta in April, and from May we will be opening the platform to the public.
Many companies have invested in projects to create the metaverse, including big techs. But there is also no definition of what this immersive Internet environment will really be like. What can you say about the PIXELYNX metaverse?
I agree with you. It’s a new world, and there are always different ideas about what it will be. When we think of the metaverse, we imagine a set of converging technologies, such as blockchain and web3, that carry crypto currencies and NFT. NFTs are essential because they carry the property problem. In our metaverse, NFT and crypto play a very important role.
I doubt the existence of a single metaverse. It will probably be a combination of several digital environments. When he builds his world, Roblox already has its metaverse, and everyone’s definitions change. For us it’s essentially a network connecting different platforms, which allows people to engage and connect with others to consume content. Pixelynx will be one of these platforms. So I see it a lot more as a connection of multiple environments than a single world or destination.
in the case of PIXELYNXHow do people access this virtual world?
In our case, it will be possible to access the music video directly from the phone. So, the goal is to launch desktop and game versions as well. At first, it will be like a mobile game that carries this proposition to explain even the real world, with the items you collect and then can be activated and consumed on your phone or desktop. For us this is a simple example of how the metaverse ecosystem develops. So when a fan picks up a musical item they can, in the real world, go to a concert and unlock it. Then you can go home and start playing on your computer, laptop or phone. But, of course, we intend to develop much more in terms of integration and interaction. This will be just the first step: mobile and desktop working together.
The creation of the “musicverse” took place in partnership with Pokémon Go’s Niantic. How has the augmented reality game experience helped you?
It’s amazing, because Niantic has open source software that allows you to create these augmented reality universes. That’s fine, because without them we wouldn’t have been able to draw this vision that I described here.
How do you see the role of NFT in this process? Is it also a way of empowering artists?
Yes, and I think it works really well for artists and fans. From the artists ’perspective, the idea of NFT is interesting because they can, from a smart contract, establish that, for example, 60% of that article belongs to the author and 40% belongs to the record label. Another interesting problem is that this NFT continues to have value in the secondary market. So when fans buy an NFT from an artist, they can exchange it with others, creating an ecosystem between them to buy and sell this token. And even in the secondary market, every time an NFT is sold, the original owner of that part can receive a percentage.
Another side of NFT is its creative potential. If you look, NFT is just a piece of code stored on the blockchain. You can create new gamified mechanisms for NFT by evolution. An artist can release an NFT and program to transform or evolve after being exchanged a certain amount of times. There are many ways to make this asset monetized by musicians, as well as bring new ways of dealing with the rights of that creation. In addition to Spotify and other platforms, we are further expanding the music industry. And that is a challenge.
And what will be your relationship with the artists? Will they be able to make them create these experiences?
Yes of course. In this first year, we will be working very closely with artists to create experiences that are most relevant to them. As we move into the next phase, the idea is that we can create an open form of use, available to all artists. And then they can access the platform and configure what they want to offer fans.
Do you think that in the future it will always make sense to do these great musical concerts that bring together thousands of people?
We never fully replicated the physical experience. At least with the technology we have available today. But it’s important to say that we at Pixelynx don’t try to replicate reality. We believe that the opportunity here is to create stories and experiences that would never be possible in the physical world. The idea is not to take people out of the shows and into the metaverse. We want to bring the virtual experience to fans, who will be able to experience a new vision of the artists.
How do PIXELYNX labs work? What kind of projects do you intend to finance?
We support startups that share our vision. We provide access to capital, access to marketing experts, and management advice. At a higher level, we help you think about the best way to monetize your work across all these platforms. Labs aims to support the future of music in the metaverse. We want to create this ecosystem in collaboration.
And how do you think musical experiences will be like in this hybrid world?
You used a big word: “hybrid.” I think that’s where we’re going. Artists want to continue with shows in person, because it’s a way to connect with fans, it’s a unique experience. But there is the possibility of creating an interaction between physical and digital. The key is to design interesting mechanisms, games and technology that allow this connection between the two worlds.
And do you know Brazilian music? Do you think there is an opportunity to work with the music market in Brazil?
For sure! There are a lot of artists, including electronic music, that we really want to work with. We also have a collaboration with some Brazilian artists, but we can’t reveal it either. But we are very interested in country music and also in the games market. Brazil has a strong gaming culture. We would love to create more partners out there.
You want to check the exclusive content from business season? Get access to the digital version.