Mars M&Ms Team Up With Universal Music’s Bored Ape NFT Band KINGSHIP – Ledger Insights

Today, music group NFT KINGSHIP announced a collaboration with Mars to sell limited-edition packs of M&Ms featuring photos of the band members. Besides the Mars deal, the four musicians – Captain, KING, Arnell and Hud – are represented by NFTs, three of which are Bored Ape Yacht Club (BAYC) NFTs and one is a Mutant Ape. KINGSHIP is a creation of 22h22, a record company part of Universal Music.

As the metaverse takes off, these kinds of virtual groups will become commonplace, and KINGSHIP isn’t Bored Ape’s only group. The same week KINGSHIP was unveiled last November, Grammy-winning artist Timbaland unveiled music label Ape-In Productions dedicated to Bored and Mutant Apes with TheZoo as the band’s first signing. Her first release was a single titled ApeSh! t.

One of the more daring aspects of the KINGSHIP group is that 22:22 does not own the rights to the NFTs. They are licensed by owner Jimmy McNelis (J1mmy.eth).

After landing a deal with Mars, the band had to develop a story to go along with the promo. We’re not entirely convinced they pulled it off, but fans seemed to enjoy.

When famous bands go on tour, their contracts often come with a ton of requirements. Without mentioning the band, he alludes to a rock band that insisted on having a bowl of M&Ms backstage with all the brown candies removed. We had to use Google to figure out it was Van Halen.

The story is that KINGSHIP discovered a cache of these discarded M&Ms in various locations. “The members of KINGSHIP knew that the key to living in the present is inclusion and bringing people from all walks of life together. So they resisted the temptation to consume the candy and instead united all colors of the M&M’S family “, we read in the story.

Looks like they had fun coming up with the idea.

“KINGSHIP is a band dedicated to the art of storytelling, so this was a great opportunity for us to both pay homage to the history of rock ‘n’ roll and one of the greatest bands of all. times, but also to create a unique fan experience for those who joined this community at the start of their journey,” said Celine Joshua, Founder of 22:22 and Creator of KINGSHIP. “We are grateful to Mars and the team from M&M’S for this incredible partnership to help bring KINGSHIP and NFT culture to the masses, alongside M&M’S, a true pop culture icon.”

From the beginning, the owners of BAYC NFT had the right to exploit the images for commercial purposes. BAYC founder Yuga Labs has now extended it to other brands, including its recently acquired CryptoPunk collection.


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