The legendary rapper, actor, songwriter, entrepreneur, and entertainer has partnered with The Sandbox, an Animoca Brands subsidiary, to bring his own unique flair to the popular decentralised gaming virtual world. 

In addition to setting up his mansion on his own virtual land, Snoop Dogg will also be launching an NFT collection, which will include player avatars and a limited ‘Snoop Dogg Private Party Pass’ giving owners VIP access to concerts, events, Q&As, and dedicated NFT drops. The 3D avatar collection will enable players to create games using virtual ‘Dogfather’ items like his personal car collection, dogs, statues, memorabilia, and more. 

Snoop Dogg is no stranger to new technologies, having invested in telemedicine and launched his own esports tournament series, the Gangsta Gaming League, in 2019. In April this year, he dropped A Journey with the Dogg NFT collection, which offered a look into his live and included the exclusive track NFT. 

To mark Snoop Dogg’s arrival in The Sandbox metaverse, a special LAND sale will be held on 30 September, 2021, at 1pm UTC, allowing fans to buy LANDS adjacent to Snoop Dogg’s property, making them the Doggfather’s metaverse neighbours. 

“I’m always on the look-out for new ways of connecting with fans and what we’ve created in The Sandbox is the future of virtual hangouts, NFT drops and exclusive concerts,” said Snoop Dogg. “We’ll have a fresh set of Dogg style NFTs that players can integrate into the game experiences to take this online experience to the next level for sure.”

“The idea of having hip-hop legend Snoop Dogg as your next-door neighbor in The Sandbox metaverse is mind blowing – and being able to have a unique Snoop NFT as your in-game avatar is even cooler,” said Sebastien Borget, COO and Co-Founder of The Sandbox. “By entering the next generation of entertainment where fans, creators, and players can connect and play-to-earn in a gaming virtual world, the Doggfather continues to be a pioneer. I can’t wait to attend the first Snoop Dogg live concert in the metaverse alongside our players!”

“We are building the future of entertainment where everyone will enjoy creating and sharing their very own virtual experiences,” said Arthur Madrid, CEO and Co-Founder of The Sandbox. “The Sandbox is bringing iconic culture with Snoop Dogg and enhancing it through innovation with NFTs and virtual experiences. Snoop’s LAND is decentralized; 100% owned by him to develop through his creative genius. I can’t wait to join his first private party in The Sandbox!”

“We are entering into a new age of creative potential that was never possible bound by the laws of the physical world and are excited to help Snoop continue to provide innovative entertainment for his millions of fans all across the globe,” said Alex Livian, Founder of Cultivate Studios, and representative of The Sandbox & Snoop Dogg collaboration.

Snoop Dogg isn’t the first big name from the music industry to acquire LAND in The Sandbox metaverse. Back in April, hard rock band Avenged Sevenfold staked their claim in the virtual world.

Nordavind’s rosters, which include FIFA, Fortnite, Hearthstone, League of Legends, Rocket League, and Street Fighter, will now compete under the 00Nation brand, while Brazilian CS:GO roster O Piano has also been signed.

Nordavind can trace its roots back to 2011, when it launched as BX3 esports club. It rebranded in February 2019 in collaboration with Norwegian football club Vålerenga Fotball.The organisation says the latest rebrand reflects the new, broader scope of its operations, which is, like so many others, evolving into a fully rounded lifestyle and gaming brand. 

Sebastian Geurts, CEO at 00Nation, commented: “We have been working almost a month together, beginning the process of bringing together the art, fashion, music, culture into the gaming brand. We are excited to see new management coming together whilst seeing our talent working together on the joint mission. We are with today’s launch and rebranding, viewing this as the first day of our journey towards putting Norway back on the global gaming and esports scene.”

00Nation has also appointed Christian Aass, formerly with TRY Film, as new Head of Production. Regarding his new role, Aass said: “With 00Nation I see the opportunity to build something truly exceptional, something that has never been done before. Working with the team there we will bring together communities, people and talent who share incredible ambitions, values and vibes on a global level to fulfil the vision.”

Prior to the merger, Nordavind had partnerships in place with DNB, Norway’s largest financial services group; consumer electronics company ELKJØP, gaming hardware brand Lenovo LEGION; sports nutrition and fit lifestyle brand Bodylab; gaming peripherals brand steelseries; and crypto exchange NBX. 

The five-day event will feature ‘groundbreaking experiences’ and unique activities, and is being supported by Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO). It is part of the effort to transform Dubai into a creative space and showcase for the city as a leading destination for culture, innovation, and talent. 

Organisers say some of the world’s most prominent celebrities, developers, publishers, and organisations will be in attendance, and the event will feature an esports zone, tournaments, pop culture panels, workshops, conferences, and concerts. 

Highlights will include PUBG Mobile, League of Legends, and DOTA 2 tournaments, will the esports zone will also host the GIRLGAMER World Finals, as well as several community tournaments hosted by Galaxy Racer. 

Nehal Badri, Director of Brand Dubai, said: “The hosting of POPC Live! for the first time in the region in Dubai not only reinforces the city’s status as a leading destination for digital content development, but also highlights its role as a leader in creating exciting new opportunities for youth in the region. The partnership between Waverider and Galaxy Racer supports our efforts to encourage talent, creativity and entrepreneurship. The event will also contribute to further positioning Dubai as a major global venue for entertainment and sporting events.”

Arafaat Ali Khan, CEO of Waverider, said: “I am thrilled to once again get the opportunity to develop the biggest pop culture event in the region. Featuring prominent celebrities and brands from around the world, the festival is focused on creativity, a true sense of community and the best content. At Waverider, our focus is on new content and IP from the region to the region. POPC Live! will be one of many exciting content events planned in the coming months.”

Paul Roy, CEO of Galaxy Racer, said: “We are excited to be partnering with Waverider, one of the pioneers in pop culture events in the region, to organise POPC Live! in Dubai. This experience, coupled with our gaming and esports expertise, content creators and relationship with the global GIRLGAMER Esports Festival, means this event will be the biggest celebration of pop culture, gaming and esports the region has ever seen.”

AYO.NEWS says:

Here’s that collective cognitive dissonance and proof that “money talks” again. While it’s great to see investment in the esports space in the Middle East, Dubai’s appalling human rights record makes a mockery of the claim that the event will be a “showcase for the city as a leading destination for culture, innovation, and talent.”

Simply put, enough is enough. We cannot, on the one hand, espouse universal human rights, and on the other condone a jurisdiction where homosexuality is illegal, women are treated as second class citizens, foregin workers are routinely abused, and media censorship is widespread. 

Companies are, of course, free to do what they want, but it is vomit-inducing when these companies and organisations preach about being welcoming to culture, innovation, and talent. Every single company and organisation investing in these jurisdictions should be ashamed – including Spain’s LaLiga football league, for partnering with Galaxy Racer for a content series recently. And, as for GIRLGAMER Esports Festival and its links with Dubai – well, words fail me.

The collection, designed by streetwear icon Dennis Calvero, features clean graphics showcasing the iconic Roland logo and digital specs of the TR- 808. The capsule includes limited edition fashion staples, like bucket hats, t-shirts, hoodies, and long sleeve shirts with subtle graphical hits representing waves of sound and booming speaker systems.

On why Roland was perfect for the next XSET clothing capsule, XSET’s Chief Merchandise and Licensing Officer, Wil Eddins, said: “I am personally a huge fan of Roland and the impact they have had on music and style. When they approached us about working together it was obvious that clothing collabs with tech brands – especially a brand with Roland’s prestige – sync with our culture – and would be something our fans would dig.”

XSET’s CEO, Greg Selkoe, added: “XSET is different from any other org out there. Not just because of our founding principles focused on diversity and inclusion, but also the years of fashion and lifestyle experience our leadership team has. XSET will continue to set the trends that other gaming orgs will follow because of our deep and unmatched connection to music, pop culture and gaming lifestyle.”

From Giorgio Moroder’s creation of electronic dance music, to gaming soundtracks, to Kanye West’s album, 808 Heartbreak, the Roland TR-808 has been at the epicenter of music and digital culture for decades. The 808 is also favored by XSET members and musical superstars Ozuna, Swae Lee, and XSET co-founder and Grammy-nominated producer Clinton Sparks.

Drop the Bass, has already been worn by musical friends of XSET, such as, Drake’s producer, Nineteen85, recording artists and DJs, Lil Keed, DJ SIDEREAL, and Lil Pump.

Roland x XSET “Drop the Base” Capsule launched yesterday, and is available at the official XSET store. 

Founded in March 2020 and headed up by seasoned entrepreneur and CEO Reuven Cohen, Award Pool provides tools to brands and content creators for the gamification of campaigns with social and in-game challenges catered to their communities.

Today, the company also announced its first partnership with So.Co, a curated, image-based media platform that celebrates music, the related lifestyle, and associated cultural content. Together, Award Pool and So.Co will promote a new opportunity for connecting musicians with fans by having them participate in challenges to earn points and NFT rewards, which will redefine the best strategies for audience growth and activation. 

“Our mission is to give brands and individuals the power to build vibrant groups of followers, fans, and customers,” says Cohen. “To accomplish this, Award Pool has developed an innovative platform that enhances experiences and gamifies community engagement, enabling users to collect unique amazements securely in one place.”

Award Pool is primarily designed to appeal to digital natives, including Gen Z, who typically don’t differentiate between physical and digital rewards. Because this group doesn’t engage with traditional advertising channels, brands are having a difficult time connecting in a meaningful way. This has created a need for alternative methods to help deliver stories that convert their targeted audiences into loyal customers, and reward them in the process.

Award Pool solves this dilemma through its innovative new platform that allows users to participate in challenges, earn points, and redeem non-fungible token (NFT) prizes through an easy-to-use tool.

Award Pool Capabilities include:

• Social Media Challenges 
• Trivia and Scavenger Challenges 
• Social and Gaming Challenges 
• Loyalty Program 
• NFT Rewards 
• NFT Management Platform 
• In-game Challenges  (Windows PC/Overwolf)

In addition to Reuven Cohen, Award Pool is co-founded by Alex Falconer, CFO, Ahmad Al Jamal, COO, and Brenda Cohen, VP of Marketing Communications. The leadership team also consists of Ellie Altomare, VP of Community Engagement and FitzJohn Flynn, VP of Business Development.

The Amnesia Ibiza Club, powered by Decentral Games, will bring the Amnesia Ibiza experience from the real world to the virtual world. Without needing to be in Ibiza themselves, electronic dance music fans from all over the world can look forward to partying and socializing at three new Amnesia dancefloors – Amnesia Experience and Amnesia Hype, in the metaverse.

The Amnesia Ibiza digital club, promoted by Decentral Games, will have 3 spaces:

1. The Iconic Terrace, where users can move around one of the best and most recognized dance floors in the world, listen to music or watch live streaming sessions from Ibiza.
2. The Museum, where the user can enjoy music and visual content of the history of Ibiza, flyers, paintings and even clubber clothes; both from current and previous years.
3. The Amnesia Arena, will accommodate new talents, concerts or other special shows.

Decentral Games also plans to develop an Amnesia store within the metaverse club to offer exclusive NFTs, ranging from electronic music, DJ’s autographs,art pieces to in-game wearables people can wear in the metaverse. 

These limited edition NFT wearables will be produced in collaboration with celebrity DJs and producers, appealing to music fans who are interested in digital collectibles from their favourite artists. These NFT wearables also allow Decentral Games members to earn extra $DG token rewards when they wear them while playing games in Decentral Games. 

Decentral Games community members can also expect regular auctions of exclusive NFTs during the music events. A portion of the proceeds will be donated to organizations that support new talents living in regions of the world where they have little access to avenues for monetizing their own music.

Discussing the project, Decentral Games’ founder/ CEO, Miles Anthony, said: “There’s a shift in how people attend music events these days. We have seen an increase in individuals joining our Decentral Games community when we held our recent event featuring DJ NIGHTMRE’s live performance. Our next event for the launch of our latest casino, Atari themed casino featuring platinum-selling DJ ,Dillon Francis’ live performance is expected to break the record number of users.”

Decentral Games’ director of Investor Relations, Gabriel Mellace, added: “Bringing such an established name from the entertainment industry onto the metaverse is very exciting for us. This partnership is a move that is bound to breathe new air to both parties, which is expected to not just add value to user experience but also to overall market worth.”

Sergi Blaya, Brand Manager at Amnesia, commented: “This partnership with Decentral Games will bring a piece of the heart of Amnesia and Ibiza into the homes of our fans, allowing them to recreate a unique experience through the 3D metaverse environment of Decentral Games. We have always focused on offering our clients the best party of their lives, now with the pandemic we must try to bring a little piece of Ibiza to each home wherever they are.”

The virtual launch of Amnesia Ibiza’s metaverse club is expected to be in June. Amnesia is preparing a line-up of world-famous DJs and artists, to be announced later. There will also be exclusive meet and greet opportunities for $DG holders with these artists. $DG is Decentral Games’ governance token which $DG holders own the rights to propose and vote on key decisions that shape the future of Decentral Games.

AYO.NEWS says:

No matter how much we love NFTs and blockchain, it’s kind of hard to see how any virtual experience can even remotely compare with the intensity of real life when it comes to clubbing… but hey, anything can happen in COVID World, so let’s see! 

The startup, founded by Warren Fish, Owen Fish, Ali Rezvan, and Alex Bienert, says Esports Fashion Week will be a “first-of-its-kind” hub for industry brands to showcase their latest apparel collections. 

According to the company, it is aiming to make the event a platform for both endemic and non-endemic parties, and has a 5-10 year rollout plan to “push the envelope of creativity” and “industry development.”

Warren Fish, Esports Fashion Group’s Co-Founder, explained: “When I was first approached about this amazing opportunity, I couldn’t say no. The group’s vision was so clear, and there was no doubt in my mind that this would be a success.

“Since then, we have been working together to build the Esports Fashion Group to where it is today, and we’re all very proud of what we have achieved. I believe that this concept is the future of esports fashion, and I am looking forward to going on that journey with the ever-growing team.”

Owen Fish, Co-Founder and VP of Strategy & Operations, added: “The last few years have seen the profile of fashion in esports experience a meteoric rise. More people are participating in, enjoying, and investing in this culture than ever before, and consumers and brands are connecting through key trends and across evolving landscapes. We want to push this to new heights, and I’m personally proud to be a part of growing this subculture.”

AYO.NEWS says:

Considering how many esports organisations have evolved into fully fledged lifestyle brands over the past couple of years, with apparel lines firmly at the centre of offerings, this project seems like it’s coming along at just the right moment. 

Just last week, US-based gaming and esports brand XSET unveiled its latest apparel collection, in collaboration with Ozuna. 

The partnership will slo see Ozuna become a managing partner in XSET, becoming the first Latin artist esports team owner.

Since achieving his breakthrough in 2016, Ozuna has achieved notable success, including winning the 2020 BMI Latin Award for Contemporary Song of the Year with “Taki Taki”, and earlier this year, winning BMI’s Contemporary Latin Songwriter, for the second time. 

Ozuna now has more than 43 million fans across social media platforms, and has collaborated with some of the biggest names in Urbano music, including Daddy Yankee and Nicky Jam, along with global megastars like DJ Snake, Cardi B, Selena Gomez, Post Malone, Jennifer Lopez, Snoop Dogg, Tyga, and Sia, among many others. 

He has also appeared in major films, including the recently released Tom & Jerry, and will be seen in the upcoming F9 (Fast and Furious 9). 

According to XSET, in addition to his music and film work, Ozuna’s natural entrepreneurial instinct, vibrant creativity, and sweeping vision for international gaming lifestyle was a major factor in cementing this partnership. In terms of his own gaming preferences, Ozuna plays Fortnite, CS:GO, FIFA and PUBG Mobile.

Commenting on the partnership, Ozuna said: “I’ve always loved gaming and with the worldwide explosion of gaming culture, it was important for me to be one of the first movers – both from an ownership perspective and on the talent side. The mixture of music and gaming is only going to get bigger and together with XSET, I’m happy to be leading the way.”

WELCOME @Ozuna TO XSET!

Massive things coming soon, this is only the start. #RepTheSet pic.twitter.com/SFITVK7xdB

— XSET (@XSETGAMING) April 6, 2021

XSET CEO and co-founder, Greg Selkoe, added: “When we first started talking to Ozuna and his team, I was blown away by their incredible, multi-pronged approach to business. Beyond Ozuna’s incredible musical talent, his vitality, exuberance for life and desire to bring his love of gaming to global Latin culture makes him an ideal embodiment of XSET’s ethos. We are so honored and pleased Ozuna has chosen XSET as his team and gaming family.” 

Wil Eddins, XSET co-founder and Chief Merchandise and Licensing Officer, said: “In the coming weeks and months, Ozuna and XSET will embark on several significant business initiatives, including gaming, content creation, NFT’s, and merch drops.  Ozuna is the height of fashion, music and business right now and I’m looking forward to everything we’re going to be doing together in the fashion and apparel space.”

Staying with XSET, in late February the organisation announced a strategic partnership with QC Holdings, the home of Quality Control Music, the legendary hip-hop record label, Quality Films, and QC Sports.

QC and XSET are known for bringing fresh, creative approaches to their businesses, and now these two industry pioneers bring their shared unique vision together to usher in a new cultural space. XSET is built on a commitment to diversity and equity in gaming, which includes elevating representation of communities of color, women, and all gamers who have their own unique style and swagger. QC is equally committed to these values, continually demonstrating the same focus in business, making this alliance a natural fit.

In the coming months, Quality Control and XSET will embark on several significant initiatives, including the creation of various forms of content, including long form, short form, and recurring series. In addition, the two companies will work together on high-profile music collaborations, joint recruitment and management of new gaming talent, integration of existing QC talent into the XSET roster, activation of exclusive music, gaming and lifestyle events, exciting merchandise collaborations, music related licensing deals with gaming publishers, and much more. 

Since it burst onto the music scene in 2013, Atlanta-based Quality Control Music — better known as QC — has dominated the hip hop music space, while moving beyond the borders of genre or country into the realm of the global. Founded by industry veterans Kevin “Coach K” Lee and Pierre “Pee” Thomas, QC’s unique and proprietary star-making formula has launched the careers of such hip-hop luminaries as Lil Baby, Migos, Lil Yachty, City Girls, and Cardi B, to name but a few. QC now takes their proven expertise to the explosive pop gaming space with this exclusive partnership and investment into XSET, kicking off with the premiere of a short film featuring Atlanta native and pro Fortnite player Ashton “Astonish” Harris, who is joining QC Sports and XSET’s roster as a content creator and competitive gamer. 

“We are beyond hyped to join forces with Quality Control,” says XSET CEO and co-founder Greg Selkoe. “QC are visionaries and early identifiers of the hip hop and gaming revolution. We have enormous respect for them and are thrilled to be able to tap into QC’s incredible creative abilities and business acumen as we continue to grow together. QC meets their audience in the places where they discover music- and gaming is new music’s newest locale. This relationship crystallizes our existing synergies, and synthesizes a brand new creative and artistic medium.” 

“I’m extremely excited to work more closely with my brilliant and longtime friend Kevin Lee,” added Clinton Sparks, Chief Business Development Officer and co-founder of XSET. “The brains behind QC and XSET have been responsible for shaping and shifting culture for over 15 years, and have had a significant impact on building successful talent, businesses, brands, and blueprints for others to follow. Joining forces and combining our creativity and innovation creates a dominant force that intersects gaming and music, and continues to raise the bar on everything we do while pushing the culture forward.”

“We are passionate to help inner city kids to learn about gaming and other options for them in using their time now and careers in the future,” says QC founder and CEO Kevin “Coach K” Lee. “It’s about aligning the QC brand that we’ve built in rap with XSET in gaming to create movements for their future in gaming, to go from geeky to cool and open up that industry to black and brown communities.”

Only six months old, XSET has already established itself as a markedly different kind of gaming organization. The collective continues to grow at a breakneck pace, partnering with high-profile brands such as Ghost Lifestyle, HyperX, SCUF Gaming, Roots Canada and Wahlburgers, and attracting top-tier, world famous talent, including Grammy-nominated hip-hop artist Swae Lee, BMX legend Nigel Sylvester, 14-year-old female Olympic skateboarding phenom Minna Stess, Fortnite pro Thwifo, and pro athletes such as NFL star Kyle Van Noy of the Miami Dolphins. In addition, XSET fields top competitive esports teams, including the world’s best CS:GO team, which happens to be all-female. Sitting at the intersection of gaming and culture, XSET’s robust merchandise offerings are some of the most sought-after in the industry, featuring high-profile collaborations and exclusive pieces fans can’t find anywhere else.

Find out more about XSET, as AYO.NEWS’ Simona Pinterova catches up with Clinton Sparks. 

Though best known as a pro BMX athlete, Sylvester has also turned his hand to digital content creation and art, and has amassed well over a million social media followers. He’s also landed commercial deals with the likes of Nike, Mercedes-Benz, Oakley, Ethika, DFNS, Specialized Bicycle Components, Buzzfeed, and Animal Bikes. 

Discussing his reasons for joining XSET, Sylvester said:

“I’ve been able to use my platform to highlight so many different things, from cycling to BMX, to music, to art, fashion, travel, technology.

“I think XSET is the same. They’re highlighting all these different things with a strong emphasis on gaming. We have aligned visions on the things we want to execute in the gaming space as far as pushing it forward and being progressive in our thinking. Bringing communities together is something that’s important to both of us and together we’re stronger and can do that in the right way, which I think can be impactful and meaningful.”

Founded earlier this year by former FaZe Clan executives Greg Selkoe, Clinton Sparks, and Wil Eddins, and Framerate’s Marco Mereu, XSET is aiming to be the most diverse and inclusive organisation in the gaming and esports ecosphere. The organisation currently fields teams in Fortnite, Valorant, Rocket League, and Call of Duty: Warzone. 

At the end of October, XSET announced rapper Swae Lee as the first hip hop artist to join its ranks. 

AYO.NEWS says:

When XSET was first launched back in July, it is understandable that many were wary of its lofty claims regarding diversity and inclusivity – after all, these days virtually every brand rolls out the right words, but few live up to the ideals. 

But, several months later, XSET does seem to be following a genuinely refreshing trajectory, attracting talent and followers from all walks of life. And, given Sylvester’s seemingly limitless energy for treading (and riding) new paths, we’re sure he’ll bring a lot of fresh perspectives and ideas to an already vibrant organisation. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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