The Sandbox Goes K-Pop with Cube Entertainment Partnership

Key Insights:

• The Sandbox and Cube Partnership embark on a K-Culture mission in virtuality.
• Joint venture AniCube aims to spread K-Culture globally with NFTs and via the Metaverse.
• K-Pop sensation BTS and its forays into the Metaverse have paved the way for K-Culture to go global.

It has been a busy week for NFTs, the Metaverse, and the music industry. Industry giants of the music industry have entered the NFT marketplace and the Metaverse. Music labels Warner Music Group (WMG), Sony Music, Universal Music Group, Tencent are big names that have gone virtual. Leading the way since last year, however, has been K-Pop band BTS.

The Sandbox Partners with Cube on K-Pop Move

On Wednesday, Animoca Brands and The Sandbox (SAND) announced a partnership with Cube Entertainment. The collaboration aims to take K-Culture global via NFTs and the Metaverse.

According to the announcement, “AniCube” is established in a joint venture between Animoca Brands and Cube Entertainment to focus on business expansion in the Metaverse and NFTs.

The Sandbox and Cube entertainment will hold events to “introduce K-Culture in the Metaverse.” K-Culture will include K-Pop. A K-Culture complex in Cube Entertainment-owned LAND will allow users to virtually experience K-Culture from across the world.

The joint partnership looks to leverage off the global success of K-Pop bands, including BTS and BlackPink. Animoca Brands placed K-Pop as the driving force behind the likely success of the partnership with Cube Entertainment.

Cube Entertainment is a South Korean record label. Artists under the Cube Entertainment banner include Jo Kwon, Yoo Seonho. Bands include BTOB, CLC, PENTAGON (G)I-DLE, and LIGHTSUM.

Global K-Pop Sensation BTS Paved the Metaverse Way

Globally renowned K-Pop band BTS has seen success in the virtual world. In 2020, K-Pop phenomenon BTS held a virtual concert, Bang Bang Con The Live, which reportedly drew 756,000 global viewers. According to ELLE, the event raked in $20m.

The MAP OF THE SOUL ON:E live stream sold an even more impressive 993,000 tickets across 191 countries. According to Bandwagon, the live stream brought in an estimated $43m in sales.

AniCube also follows in the footsteps of a U.S-South Korean partnership that began in January. U.S domiciled Metaverse concert organizer Animal Concerts partnered with South Korea’s Klatyn blockchain to host music concerts in the Metaverse. The partnership places focus on the Korean music scene and K-Pop in particular.