Timbaland has joined hands with TIMEPieces, TIME’s Web3 community initiative, to launch its latest NFT collection. The collection, which is TIMEPieces’ first foray into the musical NFTs, features an original beat from Timbaland that has been interpreted into visual video art by 14 different artists.

Timepiece x Timbaland: The BeatClub Collection will consist of a total of 252 pieces, featuring videos inspired and integrated by Timbaland and its platform BeatClub. Each NFT will also include a pack of 10 sounds from Beatclub, Timbaland’s online global marketplace for music makers, which was launched in 2021. BeatClub, which allows members to use beats by Timbaland and others on the platform to create their own mixes, entered the web3 space. In August 2021 when it partnered with fintech company Horizon Fintex to bring regulated trading opportunities to fans. 

The idea is to create a platform where select Bored Apes can release music and other content as NFTs. Ownership of these NFTs will grant access to other exclusive experiences in the Bored Ape universe, such as animated concerts and virtual studio sessions. 

When Yuga Labs minted the NFTs it granted the rights to commercialize any given Bored Ape to its owner. This allows Ape-In Productions to use these NFTs as a cover image for content promotion and also create other works based on them. Ape-In has commissioned BRON Digital to develop animated versions of the NFTs of the group members.

Separately, Universal Music Group label 10:22pm partnered with a member of the Bored Ape Yacht Club and is using four Apes from his collection in a music group called Kingship. 

For Ape NFT owners, new brands centered around Ape Yacht Club promotes the project and have the potential to add value to these NFTs. As such, NFT holders will benefit from brand building, and, at least for now, finding Ape holders to participate in the project shouldn’t be an issue. 

Meanwhile, music in the metaverse is becoming a trend. Animoca Brands has partnered with Cube Entertainment to use its intellectual property in the K-pop industry to launch a music metaverse platform. Warner Music contributed to a $725 million investment in blockchain games platform Forte. The CMA launched an NFT to celebrate its 55th event. And Spotify blockchain competitor Audius received backing from prominent names, including Katy Perry and Little Nas X.