Real nightclubs open virtual dance floors

ByRichard C. Sloan

Mar 22, 2022

There’s no place more puffy than the Metaverse. It’s the first big destination on Web3, and where the non-fungible token (NFT) craze is going to have a purpose. It’s where people go to socialize, shop and play while brands provide entertainment, goods and services, and of course marketing. It’s written on the label.

In this series of articles, we’ll look at what FOMO (fear of missing out, if you must know) is and what’s real in the crypto buzz world that claims it’s going to change everything. , payments to trade.

Brands are leaping with abandon, with fashion, games, electronics, even fast-food chains buying virtual land, building virtual experiences, and trademarking very real brands.

If you’re unfamiliar with the Metaverse, here’s a good place to start: PYMNTS Metaverse Series: Warner Music Group brings Venue, Theme Park to The Sandbox

What is a metaverse and why do we organize a fashion show?

Experiential Marketing Meets Social Commerce in the Metaverse

For all the hype of the metaverse as the future of entertainment, retail, and social media, there’s only one proven business: gigs by artists like Arianna Grande and Travis Scott have attracted millions of fans.

And given that the VR world of metaverses like Decentraland and The Sandbox is how people will socialize in the future – just ask Mark Zuckerberg, who is now CEO of Meta, not Facebook – what is a business metaverse more obvious than nightclubs?

Alcohol may be BYO back in the real world, but the ability to listen to music, dance, flirt, and generally have a good time while wearing a better looking, better dressed, and more NFT avatar confident that you will support ticket sales to smaller shows from lesser-known artists, not to mention cover charges, velvet ropes, VIP sections, private venues, experiential marketing and advertising – with access provided by the purchase of NFT tickets.

The idea is that you’ll be able to choose locations and loud or soft as you like, meet friends or mingle, attend events and generally socialize in virtual reality without leaving home.

And it’s not just the clubs. Warner Music Group announced in January that it would be opening a concert hall/fan experience in The Sandbox.

See also: PYMNTS Metaverse Series: Warner Music Group Brings A Venue, A Theme Park To The Sandbox

Open all night

Last April, with its historic nightclub stifled, legendary club owner and festival producer Amnesia Ibiza turned to Decentral Games, which noted it has developed a “virtual superclub” with a trio of spaces: the terrace dance floor, the Amnesia Arena for large-scale shows, and the museum hall, an experiential brand site showcasing the history of Ibiza – and NFT sales.

In October, Amnesia launched a 12-hour music festival featuring a host of well-known musicians DJ-EDM and the sale of NFT wearables that provided VIP access to the terrace.

And in December, nightlife company H.wood Group announced plans to open a metaverse outpost of its Bootsy Bellows, a West Hollywood club partly owned by actor David Arquette.

The society, that The Hollywood Reporter noted boasts “some of the most popular parties and nightclubs in the universe”, “now plans to become stewards of the metaverse’s red strings”.

The nightlife company has teamed up with NFT Looks producer Rare Studio, whose founder “came up to us and said, ‘We’re going to put Bootsy in the Metaverse. Let’s do a sort of combo online and offline, where we can sell Bootsy NFTs,” said H.wood Group co-founder and co-president Brian Toll. “Not only do people want to collect NFT, they want to show off that they have it.”

Aside from an NFT all-access pass and branding that not only connects a hot nightclub to the metaverse — and provides a metaverse trend to Bootsy Bellows, who first created NFTs as tickets to a party. ‘Halloween with great success.

Alex Schultz of Looks Rare Studio, a DJ and producer who also owns Sounds Rare Studios — a decentralized music studio that sells NFT songs with shared ownership rights — said the metaverse club offers NFTs a way to “make you to live an experience”.

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