It's a zone where celebs connect with their fans in an all-together different space. Here's getting to know the world of metaverse

Mona

Move over social media, it’s time to dip your toes in metaverse. Celebs and brands are heading where the audience is. Daler Mehndi’s avatar is already rolling out NTF passports to Balle Balle Land, where he hopes to nurture talent and help the music community grow; KGF fans can revel in Rocky avatars in KGFVerse; Ajay Devgan’s Rudra became one of the first web show to enter metaverse.

Not just the entertainment industry, metaverse is the buzzword all over. Lately Tanishq launched its new collection Rivaah while allowing guests to get a 3D experience in the metaverse; HSBC Holdings launched metaverse for its wealthy Asian clients in Hong Kong and Singapore to work, socialise and play; Gucci, which released an exclusive digital pair of sneakers year last, has bought digital land and building it pixel by pixel in 2022.

Know the term

Metaverse is literally a parallel extension in the virtual world where one can work, play, shop, explore, travel, hang out, create, co-create and perform. Ramkumar Subramaniam, CEO and Founder, GuardianLink, finds metaverse to be the next frontier in the digital world, “It offers endless possibilities that have impacted multiple industries and domains. It provides the platform to drive enriching and deeper connections through immersive experiences.”

“Finally both artistes and brands will have to be where the audience is. And they’re thronging here. Internationally, the adoption across celebrities, brands and consumers is at a breakneck pace. Look at the numbers — US$198 billion in gaming in 2021 (that’s larger than movies & music as an industry combined), projected US$ 195 billion in sale of virtual goods in the next two-three years, 100 million crypto owners in India, brands across every category from apparel, fashion, luxury, consumer electronics, tech… All in it.,” points out Vijay Singh, CEO, Sony Entertainment Talent Ventures India (SETVI).

Non-fungible tokens

While Bollywood has heartily embraced non-fungible tokens (NFTs) last year by launching their digital memorabilia—Amitabh Bachchan’s Madhushala poem recital, Rajinikanth and Kamal Haasan’s posters and avatars — 2022 has only seen more join the bandwagon.

Rapper Snoop Dogg’s music video for his song House I Built has his virtual avatar in the metaverse; TV star Paris Hilton has a virtual island—the Paris World, producer Vashu Bhagnani’s is going for virtual land in the metaverse—Poojaverse.

Kamal Haasan, who partnered with Fantico to exclusively launch his digital avatars, is also one of the first Indian actors to enter Metaverse. “I am excited to explore the emerging intersection of digital and physical world, which is now becoming popularly known as metaverse. My life’s journey of over six decades has blurred the distinction between my personal and professional life… Will be my offering for this metaverse,” shared Haasan.

Virtual world

While there is some amount of uncertainty, confusion regarding ‘techcessability’, with rules and tools evolving, metaverse is offering new ways of living and entertaining. “It’s literally a parallel extension or twin of yourself/ your work/ presence in the virtual world. You can work, play, shop, explore, travel, hang out, create, co-create, perform or just be—just like you could/would in the real world,” adds Vijay Singh.

Metaverse sure offers a great opportunity for celebrities to virtually engage with their fan base. “While social media was the first step to getting a closer look at the lives of celebrities, the Metaverse will create more personalised experiences without compromising on privacy. Furthermore, in the aftermath of a global health crisis, it also safeguards the fans and celebrities from crowds, while they interact, purchase and own digital merchandise, or even attend meet-and-greets or concerts,” says Ramkumar Subramaniam.

Celebrities have to be where the audience is, emphasises Vijay Singh: “The audience is no longer on the internet; it’s immersing themselves in it.” The physical world has its own charm but with Metaverse, sky’s the limit, shared Daler Mehndi. “Audiences have moved online and I believe it is going to stay. I wanted a permanent presence and hence created BalleBalle Land. This platform will also help me nurture talent and help the music community of Punjab.”

B-town’s tryst with metaverse

• Trailer of Radhe Shyam headlined by Prabhas and Pooja Hegde was one of the first films to be released on metaverse.
• Ajay Devgn-starrer series Rudra-the Edge of Darkness led the way for web shows by launching in the metaverse.
• Avatars for KGF: Chapter 2 have been launched in the metaverse.
• Directed by Ekta Kapoor and hosted by Kangana Ranaut, Lock Upp game allows players to join celebrity contestants on the show, roam through the captive world of the Lock Upp Metaverse and win rewards.