T-Series set to launch NFTs of films and music arts in Hungama’s Metaverse

T-Series has partnered with Hefty Entertainment, a division of Hungama Digital Media, to launch digital art pieces and non-fungible tokens (NFTs) for some of their films.

The studio is in the process of finalising the digital arts for the first NFT drop, which will include Akshay Kumar’s vector digital creative art from the movie ‘Bhool Bhulaiyaa’, Johan Abraham’s rare illustration art from the movie ‘Satyamev Jayate’, as well as motion and illustration arts of ‘Aashiqui 2’ and upcoming film ‘Radhe Shyam’.

The NFT drop will also include singer Jubin Nautiyal’s oil on canvas and digital creative art.

"We look forward to expanding and enhancing the value of our content that leads to a further and rapid expansion of the global digital entertainment industry. Offering a future full of potential, interactivity and collaboration for our communities around the globe," said Bhushan Kumar, CMD, T-Series.

The collaboration will see Hungama create NFTs, rare collectibles, and ‘money can’t buy experiences’ and unlock special moments from T-Series’ catalogue of new and existing content.

"We are delighted to be first-movers into the metaverse of entertainment," said Neeraj Roy, founder, Hungama. "We look forward to redefining content consumption with this Web 3.0 initiative as we find new ways to collaborate and engage with fans."

Hungama claims over 90 million monthly active users (MAUs) across music, gaming and video, while T-Series has the world’s largest subscriber base on YouTube with over 395 million users.

The two companies will leverage their extensive global distribution network and a library spanning 200,000 songs, 65,000 music videos and over 150 films across Indian languages.

The Hefty metaverse will be built with the vision of fostering an ecosystem that helps to collaborate, interact, and engage with the communities that transition consumers into the metaverse.