SM Brand Marketing, an affiliate of SM Entertainment, has partnered with The Sandbox to create a play-to-create ecosystem. This represents the company’s first step into the metaverse. Essentially, this partnership will see the development of SMTOWN LAND inside K-verse, a dedicated space for K-content within The Sandbox.
The Sandbox X SM Brand Marketing
If successful, the play-to-create system will accelerate the content creation in SMTOWN LAND. Participants will have access to SM Entertainment Group’s intellectual property to create NFT-based items. In addition, the companies will also organize concerts and fan meetups in the future. Participants will soon be able to enjoy more games in K-verse.
This collaboration will see new NFT collections based on the duo’s IP, producing skills, and knowledge. In addition, they will launch a fan-participatory service for global fans. One focus for both companies is to ensure the NFTs are compatible in The Sandbox and also SMBM’s ecosystem.
The Sandbox SM partnership makes perfect sense for SMBM as The Sandbox has an abundance of experiences in collaborating with parties in the entertainment industry. This includes Warner Music Group, Steve Aoki, and others.
SM Brand Marketing
SMBM was founded in 2008. This affiliate mainly focuses on discovering various business items, and manages the group’s brand image. The business includes IP rights and licensing, management, marketing, and consultancy. This company operates SUM, a shop that allows people to experience celebrity lifestyles.
On the other hand, SUM MARKET collaborates with outstanding small and medium-sized enterprises. Lastly, they also operate SUM CAFÉ, a new type of space for F&B.