Music label T-Series is all set to foray into the metaverse/non-fungible tokens (NFTs) as they partner with HEFTY Entertainment, a division of Hungama Digital Media. The association will present users with unmatched ‘money can’t buy experiences’ that includes NFTs. The two are collaborating in a partnership with Polygon – the leading platform for Ethereum scaling and infrastructure development.

The strategic partnership between the two companies is built on a long-standing association between T-Series and Hungama. Joining forces to create the next big digital revolution, T-Series and Hungama shall leverage their extensive global distribution network and an enviable library spanning two lakh songs, 65,000 music videos and 150+ films across Indian languages.

Hefty Metaverse will be built with the vision of fostering an ecosystem that helps to collaborate, interact and engage with flourishing web 3.0 communities that transitions consumers into the metaverse. This will see Hungama create NFTs and rare collectables which would unlock special moments from T-Series’ vast catalogue.

Two media giants #TSeries and #Hungama collab to lead the next revolution in India’s digital entertainment industry. Hefty Entertainment welcomes you to #WEB3.#TSeries @TSeries #BhushanKumar @neerajroy @bollyhungama @HeftyVerse pic.twitter.com/b9xfIw8djO

— T-Series (@TSeries) January 24, 2022

Talking about the association, Bhushan Kumar, Chairman & Managing Director – T-Series said, “We’re delighted to extend our alliance with Hungama, spanning two decades, and enable our community with access to the Metaverse. Having set the ball rolling, 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.”

Hungama founder Neeraj Roy also seems pretty excited about the collaboration as he added, “We are delighted to extend our long-standing partnership with T-Series and establish ourselves as first-movers into the Metaverse of entertainment. We look forward to redefining content consumption with this Web 3.0 initiative as we find new ways to collaborate and engage with fans. Our partnership with T-Series has strengthened with time and it is most commendable what Bhushan Kumar and his amazing team have built in the last few decades. We’re very excited to hold hands with them to enter the metaverse and we promise to give billions of fans of Bollywood globally an experience that will see value accrue to them on our platform.”

T-Series President also shared his thoughts on the futuristic association and added, “T-Series has demonstrated its leadership position on the back of innovation and adoption of new technology advancements as we have continued to drive distribution across ever-evolving digital landscape. T-Series and Hungama’s partnership is built on mutual trust and we will continue to consolidate into more meaningful avenues, akin to our foray in the NFT space.”

After a successful decade, working on a diverse genre of films that have received box office success and critical acclaim, T-Series shall once again captivate the world with a wide range of movies in 2022 and beyond. Some of their forthcoming releases include Adipurush, Radhe Shyam, Bhool Bhulaiyaa 2, Ek Villain Returns, Jhund, Action Hero, Hit, Anek, Animal, Thank God, Shehzada, and many more.

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Cover Image: Twitter