Centaurify and Universal Music Central Europe announce partnership and series of digital collectibles

OSLO, 20 MARCH 2023 — Universal Music Central Europe (UMG) and Centaurify today announced a partnership to bring music lovers and artists together in new and exciting ways. With deep roots in the music industry and web3, Centaurify will deliver a range of solutions for UMG artists who want to explore new forms of engagement with fans.

Martin Bjercke, Centaurify’s co-founder and artist “CLMD”, says this about the collaboration:
“Universal Music has played a huge role in my music career for years, so taking this big step into the tech world with a company I have so much respect for feels surreal. As an artist, I’m excited about the opportunities Web3 offers artists and fans. Universal Music has a history of looking for new avenues in the industry and I am proud to continue our close relationship in this field.”

As part of the partnership, UMG will release a series of digital, unique collectibles (NFTs). These will mark various milestones in the artist’s career. Fans will thus have the opportunity to own a piece of music history from their favorite artist.

“The Universal Music Collection” will allow artists to explore the possibilities offered by web3 and connect with fans in new, exciting ways. The collectibles will progress through several levels as the power metals grow – automatically and in real time. Artists and fans can watch the trophy transform from its basic form when the song is released to evolve with the song’s popularity.

The collectibles will also provide access to an exclusive community for like-minded people. This will include pre-sales for future collectibles in the series, access to content and experiences from the artist. The first wave of these digital collectibles will be available during the spring of 2023. Norway and Sweden are collaborating on the first releases with more countries on the way. Fans can already register for the guest list at https://www.centaurify.io.

Centaurify co-founder David Rootwelt-Norberg adds this: “We are excited to partner with UMG, a world leader in the music industry, and to help their amazing artists transition to the web3 space. We look forward to making this project a success and building on it.”

Bjørn Rogstad, CEO of Universal Music Norway, says the following about the collaboration: “We are excited to announce our partnership with Centaurify and believe this collaboration will lead to significant learning, innovation and growth. This partnership allows us to take advantage of Centaurify’s cutting-edge technology and expertise, as well as deliver engaging new products for our artists and their audiences .”

Atle Richter Schie, innovation manager for Universal Music Norway, says this about the project: “We are always looking for new and exciting ways to bring value to artists and are excited to see how these opportunities will allow us to build deeper engagement with artists’ audiences.”

ABOUT CENTAURIFY

Centaurify is a web3 music company that offers new digital solutions for the music industry, through their digital marketplace, ticketing platform and web3 studio. As well as curating the best of the existing world of web3 music, Centaurify will act as a launchpad for several new music projects in development, from bespoke activations to industry-wide ‘products’ and solutions, including fan memberships, audiovisual listening experiences, motion capture, streaming and metaverse events and experiences. Centaurify has developed its own creative web3 studio that combines in-house expertise with a network of partners that can help with all aspects of web3, from creative design to AR/VR development and technical implementation. The Universal project will launch with the marketplace in Q1 2023. The launch will also include a number of artist projects, NFT ticket activations for exclusive events and VIP/backstage passes with proof of participation protocols (POAPs) and live coins.

ABOUT UNIVERSAL MUSIC

At Universal Music, we work to shape culture through the power of music. Universal Music is a world leader in music-based entertainment, with a wide range of businesses in recorded music, music publishing, merchandising and audiovisual content. With the most comprehensive catalog of recordings and songs across all genres of music, Universal Music works to find and develop artists who produce the most critically acclaimed and commercially successful music in the world. We are committed to art, innovation and entrepreneurship. We promote the development of services, platforms and business models to expand artistic and commercial opportunities for our artists, as well as create new experiences for fans. For more information, visit www.universalmusic.com.