SM Brand Marketing (SMBM) has partnered with The Sandbox, as its first partnership with the metaverse platform to build a Play2Create (P2C) ecosystem, a concept invented by Chief Producer Soo-Man Lee. A dedicated theme space tentatively entitled ‘SMTOWN LAND’ will be created in K-verse, a specialized area for K-content in The Sandbox, to hold events such as concerts and fan meetups through this partnership. Also, the ‘Re-creator Economy’ will be formed in which users can enjoy multiple games and create NFT items based on SM Entertainment Group’s IP.
The Sandbox and SMBM will collaborate to plan and produce NFT goods based on their IP, producing knowledge, and skills. Also, they are planning to operate a fan-participatory service that fans around the world can enjoy. Moreover, they plan to ensure compatibility such as NFT swap between the platforms of The Sandbox and SM Entertainment Group’s P2C ecosystem, which will be built in the future, and the creation tool by SM Entertainment Group.
“SM Entertainment Group has become of a company which has unlimited potential to expand in the digital world based on numerous IPs, artists, and the SMCU within the metaverse through this partnership opportunity.” — Chris Lee, CEO of SMBM
“We’re proud to be the very first NFT Metaverse SM Entertainment Group chose to partner with to bring SM culture & universe to life, enabling fans and K-pop artists to connect through User-Generated Content, Dance, Music and Singing and access immersive experiences around NFTs. Expanding on their legacy of innovation as the group has been the leading Asian entertainment; bringing K-pop culture to the world for the past 27 years.” — Sébastien Borget; COO & Co-Founder of The Sandbox
SM joins over 200 existing partnerships including Snoop Dogg, Warner Music Group, Cube Entertainment, Skull & Koonta, Deadmau5, Steve Aoki, Richie Hawtin, SHIFT UP, Ubisoft, Atari, Adidas, K-League, ZEPETO, Pororo, The Walking Dead, The Smurfs, Care Bears, and CryptoKitties, all following The Sandbox team’s vision of expanding the metaverse.