DEADMAU5 & RICHIE HAWTIN EMBRACE THE METAVERSE WITH PIXELYNX VENTURE

Popular electronic musicians Joel Zimmerman (aka deadmau5) and Richie Hawtin (aka Plastikman) are working on a new gaming venture, Pixelynx.  

According to Music Week, the pair have teamed up with Ben Turner (Graphite; IMS: International Music Summit; AFEM: Association for Electronic Music), Dean Wilson (Seven20 Entertainment/Mau5trap), and Inder Phull, for the new venture. 

London and Los Angeles based Pixelynx is said to be based on a “direct-to-avatar” model and aims to create a bridge between digital collectibles, gaming, and virtual worlds, using NFT technology. 

The company says it is already working with a number of clients to digitise their brands, enabling them to establish a presence in the rapidly growing metaverse through NFT-based collectibles – which can be traded through Pixelynx’s marketplace. 

Discussing the project, PIXELYNX co-founder Inder Phull, a recipient of the annual IMS Visionaries contest in 2016, said: “We are on the edge of an exciting transition in entertainment where the lines between gaming, music, fashion, art and technology are being blurred. The physical/digital crossover is here to stay and if you look beyond the hype it’s easy to identify the types of companies that will define the next generation of culture. 

“Fortnite, Roblox and emerging virtual environments will represent the future of social life. Our mission is to help our partners enter this space and bring value to their fans in a meaningful way. Ignoring this new medium is like being late to e-commerce or social media. The metaverse is coming, embrace it and re-imagine what it means to connect with your fans and consumers.”

AYO.NEWS says:

We totally agree with Inder on this one. Over the past few years, we’ve seen NFTs go from an obscure tech only really known by those deeply involved in the blockchain and crypto space, to a breakout tech that’s firmly establishing itself in popular culture, especially among gamers and the creative community. 

Earlier this week we saw Uken Games, Bill Lee, Ken Howery, Galaxy Interactive, Tyler Winklevoss, Gemini Frontier Fund, Nifty Gateway, Avenged Sevenfold, and others enter into strategic partnerships to acquire LAND and build experiences in The Sandbox’s NFT-based metaverse.

Staying with Zimmerman, in November last year, he teamed up with Microgaming for the launch of an official deadmau5 slot game, and this month he is collaborating with GGPoker for its Spring Festival tournament series.