Music start-up Soundr launches the first label to only sign interactive virtual acts that will exist exclusively as avatars in the metaverse.

The first act to go through this exciting new signing process is Skullz – a three-piece emo-pop girl group.

Fans will be able to collect micro-NFTs in the form of in-game wearables, exclusive content, and virtual VIP experiences: new-generation alternatives to unaffordable concert tickets and merch.

By structuring Soundr as a blockchain, AI and virtual world start-up the result is a more democratic music label for Gen-Z, where fans have greater autonomy over the music acts they engage with. Soundr currently has four other virtual acts in development, building a roster across a myriad of genres. Made possible by artificial intelligence and blockchain technology, Soundr’s pioneering vision is set to disrupt the current model of music labels.

With the acceleration of AI technology and Web 3.0, Soundr isn’t just designing avatars that look aesthetically pleasing, they’re looking at creating digital personalities with biologically-inspired virtual brains. It’s a technology that delivers real-world, believable interactions with users that aren’t prescripted and have a genuine, authentic connection. They do all of this dynamically, in real-time, and in a constantly changing world – the band’s virtual personalities developing by themselves as they experience the metaverse and its inhabitants.

As young people continue to live more of their social lives online, the demand for digital-only artists and influencers is growing. Soundr was founded to meet that demand, by providing AI acts that teenagers can engage with across multiple virtual spaces. Through harnessing the new possibilities offered by NFTs, gamification and immersive experiences, Soundr is rejecting traditional barriers to access for music fans, instead of providing continuous opportunities for fan-to-artist and fan-to-fan engagement Founders and entrepreneurs John Black, music manager, and Pete Kirtley, award-winning songwriter were inspired to create Soundr after witnessing the social and cultural impact that virtual worlds were having on younger generations. 

Born out of Covid-19, they wanted to find a way for music fans to interact with each other, and most importantly, directly with the artists like how communities have formed around gaming culture.

“We are on the cusp of the metaverse having a huge impact on the music industry and music fandom in general, where artists will perform as avatars. The virtual acts we’re signing to Soundr will be accessible on multiple levels of engagement and keep fans connected and entertained like never before 24/7. We want to create an artist to fan experience for users to hang out, meet friends, game and be part of a ‘real’ virtual community,” says John Black, continuing “Soundr has already secured an outstanding team of people across music, gaming and technology who share the same vision about the future of entertainment”.

Pete Kirtley added, “We’re witnessing a huge shift towards virtual entertainment right now as youth culture uses gaming, not music, for their social expression and interaction. Music, as an experience, needs to form a deeper connection that’s authentic and in real-time. We’re now seeing the birth of the metaverse: turning the internet into somewhere you can go, touch and explore, and we’re extremely excited that Soundr, and our digital artists can be part of this movement. Gamifying music is what we’re passionate about.”

Soundr has collaborated with Detroit based blockchain producer Facings to give potential fans and collectors their first glimpse of Skullz through an NFT drop on 8th July 2021 on the eco-friendly WAX blockchain. The drop will show the development of the group through exclusive concept art where some of the rarer pieces will allow a limited number of people access to the official launch party and secret shows. 

Passionate about recalibrating the heavy price tag currently placed on NFT’s, Soundr will be offering their collection from $5. 

Skullz, whose members are Orkid (guitar), Sneeka (drums) and Hyde (vocals) have just secured their first metaverse show which will be announced by Soundr, next month.