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Universal Music’s Bored Ape NFT band Kingship is launching a collaboration with well-loved candy brand M&M’s to release limited edition products.
The project is about “inclusivity and paying homage to rock ’n’ roll legends” and honors Kingship’s backstage rider, a list of requested items for backstage. According to the press release, Kingship is not alone in their love for M&M’s; these candies were a popular snack backstage for some legendary rock ’n’ roll stars.
The three exclusive products include all six-colored M&M’s and custom-printed candies featuring the four group members. The limited edition gold gift boxes (100 in total) are sold out, and the celebratory gift boxes (3,900 in total) and gift jars (6,000 in total) are still available.
Kingship is a Bored Ape supergroup created by 10:22 PM, composed of Bored Apes named KING (lead vocals), Arnell (beats, drums, producer), and Hud (guitar, keys, vocals), and a Mutant Ape called Captain (bass, vocals). The supergroup’s supporters include seven-time Grammy Award-winning record producers, artists, songwriters, celebrity animators, and founders. Kingship is currently ranked first as the top NFT music collection on OpenSea.
The group has already launched 5,000 Key Card NFTs that provide access to the Kingship’s world. Holders of the key cards were the first to know about the Kingship’s and M&M’s collaboration and had the opportunity to order the boxes in advance.
“Consumers’ expectations for what they want from their favorite brands have shifted, and at Mars, we know we need to be more innovative than ever with such a culturally famous brand like M&M’s. We’re excited to continue our Mars foray into the metaverse through this partnership with 10:22 PM and Kingship as a way to engage our fans in a new and exciting space.”
Jane Hwang, global vice president at Mars Wrigley, the parent company of M&M’s.
Kingship is not the first Bored Ape foray into the music industry. Well-known music producer Timbaland has launched Ape-In Productions, which creates music and animations featuring Bored Ape Yacht Club NFTs.
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