Richie Hawtin and deadmau5 will be launching a new gaming venture with Ben Turner, Dean Wilson and Inder Phull. The company, called Pixelynx, will create a bridge between digital collectibles, gaming, and virtual worlds. deadmau5 said in a statement that,
“What Pixelynx is offering goes beyond a ‘let’s dip our toes into the metaverse’ situation. 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.”
The platform will find artists digitizing their brands into collectible goods that can be used within video games and virtual realities. Hawtin said of the venture in a press statement,
“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.”
Due to the popularity of games like Fortnite and Roblox, the platform hopes to be able to connect with fans who have started gathering virtually, especially during the pandemic. While some video games have managed to host virtual festivals, this new venture hopes to open up other avenues for artists to connect with fans.
deadmau5 has been busy over the past few months, uploading six previously unreleased demos to streaming platform Audius last week and releasing his first original single, “Nextra” via his newly-anointed label, hau5trap. Meanwhile, Hawtin recently joined 3LAU and representatives from the Creative Artists Agency (CAA) for Amsterdam Dance Event’s (ADE) livestream event “ADE In Conversation.” In January, the artist shared his CONCEPT 1 series in its entirety to Bandcamp.
H/T: Music Week
Featured image: Leah Sems
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