The forward-thinking electronic music artists have created a ‘metaverse’ business that helps brands to connect digital collectibles, gaming and virtual worlds.

Electronic music artists Deadmau5 and Richie Hawtin have joined forces with Ben Turner (Graphite; IMS: International Music Summit; AFEM: Association for Electronic Music), Dean Wilson (Seven20 Entertainment/Mau5trap), and Inder Phull to launch a company that will help brands conquer the ‘metaverse’ of virtual worlds, reports Music Week.

After six months in development, the new London-based business called Pixelynx will use a ‘direct-to-avatar’ – the futuristic version of ‘direct-to-consumer’ – model to help clients adapt their brands into collectible goods that can be used in gaming and virtual worlds. The long-term mission of the company has been described as serving as a “portal into the metaverse”, with its founders aiming to use their experience and networks to help “drive the shift into a more autonomous and decentralised entertainment world”. 

With crypto currencies and NFTs (non-fungible tokens) continuing to gain momentum, the Pixelynx launch appears to be yet another step towards bridging the gap between real-life businesses, artists and consumers and the virtual spheres. 

Richie Hawtin comments, “As we step over the threshold into extended reality, the future is truly upon us. Pixelynx is here to support a positive and creative acceleration into this new space, collaborating with artists to empower their creativity in this new medium and with brands to develop unique digital assets that have meaning and value.”

“What Pixelynx is offering goes beyond a ‘let’s dip our toes into the metaverse’ situation,” adds Deadmau5 (real name Joel Zimmerman). “The virtual world is continuously expanding and changing which is really exciting and we are growing with it, especially into new sectors like music and fashion. Gaming, virtual worlds and interactive experiences offer limitless possibilities which we are able to carve new pathways forward in.” 

Both artists are known to have been embracing, championing – and investing in – the technology and gaming industries. Meanwhile, Pixelynx co-founder Inder Phull received the annual Mixmag x IMS Visionaries award in 2016 for his forward-thinking “Hobby To Pro” project.

Well, it looks like the future is here! Have you been learning about crypto currencies, NFTs and virtual worlds? Let us know in the comments below.