The future of music

KINGSHIP, the first “metaverse band”, launches an interactive game on Roblox

December 5, 2023
KINGSHIP Islands, the new Roblox game

Key takeaways

  • KINGSHIP, a unique metaverse band using Bored Ape Yacht Club NFT avatars, has launched an interactive game, “Kingship Islands,” on Roblox.
  • The band represents a new frontier in music, combining NFTs, virtual characters, and immersive experiences, setting a trend for future musical projects.
  • Their strategy includes selling NFT ‘Key Cards’ for exclusive content, highlighting the growing intersection of music, fan engagement, and digital ownership.

KINGSHIP, the first-ever “metaverse band” featuring Bored Ape Yacht Club NFT avatars, has launched an interactive Roblox game called “Kingship Islands.”

This innovative game takes players on a quest to locate the missing band members across a virtual island, with the assistance of the band’s virtual manager. Players can earn free in-game items and avatar emotes, with exclusive purchases also available on the Roblox Marketplace.

Roblox’s incursion into music-themed metaverse experiences is expanding. Following their recent announcement of a Swedish House Mafia interactive concert and many previous ones, it’s clear that Roblox is positioning itself as a leader in virtual music events.

KINGSHIP Islands (Roblox Trailer)


KINGSHIP is a new kind of music experience. It was created by 10:22PM, a Web3 label from Universal Music Group, and announced in late 2021. This virtual band consists of 3 Bored Apes and a rare Mutant Ape.

Celine Joshua, founder of 10:22PM, emphasizes the band’s brand identity and character development as precedents to their musical releases. The idea is to first “see the personalities, the characters” and “know what they eat for breakfast before you even hear a single note.” 

Joshua’s vision for KINGSHIP mirrors Marvel’s approach to storytelling – developing rich backstories and bringing them to life as 3D characters. With support from Grammy-winning record producers, songwriters, and artists, the label intends to propel KINGSHIP’s music into the limelight, paralleling their creative virtual personas.

The band’s virtual manager, who’s also an Ape, was purchased by Universal Music for $360,000, adding to their innovative narrative.

KINGSHIP is more than a band; it’s a strategic blend of branding, new technology, and the utilization of NFTs for storytelling. The band was born from a collaboration between the music label and the owner of the four tokens that represent the band, NFT investor Jimmy McNelis.

The Bored Apes Phenomenon

The Bored Apes and Mutant Apes are avatars, or unique digital artworks, from one of the most successful NFT projects in existence: Bored Ape Yacht Club. These virtual apes have sold for millions of dollars and received the attention of the media and big celebrities.

One of the key perks that many NFT projects offer is the granting of IP rights to their holders. The Bored Ape Yacht Club creator, Yuga Labs, was one of the first to offer this. What it means is that anyone who owns one of their NFTs can use their artwork to develop and monetize derivative projects and products. 

This has led to various high-profile collaborations and projects, from Adidas’ incursion into the metaverse to Seth Green’s halted TV show featuring his Bored Ape.

Leveraging NFTs in Music

Virtual bands like Gorillaz, Caramella, The Archies, or Dethklok have been around for a while. The concept is nothing new. What is new is the way KINGSHIP is being presented to the world, the technology they are using, and how it interacts with users and fans.

In July 2022, KINGSHIP’s release of 5,000 ‘Key Cards’ NFTs sold out in a day. As a holder of one of the cards, you can access and enjoy their music, exclusive content, utility, community, and special token-gated experiences over time. The Key Cards are still available for purchase at NFT secondary marketplaces such as Opensea.

These NFTs symbolize a new direction in music where fan engagement, co-creation, and ownership take center stage. The music industry’s experimentation with Web3 is shaping its future in exciting ways. As we witness the emergence of innovative bands like KINGSHIP, it’s clear that the fusion of music, NFTs, and the metaverse is not just hype, but a glimpse into the future of the industry.

This intersection of art, technology, and community engagement is redefining what it means to experience music in the digital age. One thing is certain: the music industry is evolving in exciting and unprecedented ways, inviting us all to be part of this transformative journey.

Sabrina Bonini

Sabrina Bonini is a content specialist, writer, and educator focused on Web3 and entrepreneurship. She started her career as an audio engineer and musician, and has been passionate about the intersection of music and cutting-edge technology since then.

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