SM Entertainment is entering the Metaverse. 

In an announcement made today (24/02), the Korean entertainment powerhouse revealed that their subsidiary SM Brand Marketing (SMBM) has partnered with The Sandbox as they continue their venture into blockchain technology. This announcement follows SMBM's newly announced partnership with cryptocurrency company Binance. 

#SMBrandMarketing signs a metaverse partnership with the world’s largest metaverse platform, The Sandbox.
Create ‘#SMTOWNLAND’ in K-Verse, specialized space for K-content.
Co-planning and producing of NFT products.⁰
Co-operate a fan-participating game creation contest service. pic.twitter.com/P7EOtm0Vu7

— SMTOWN (@SMTOWNGLOBAL) February 24, 2022

With The Sandbox, SMBM will be building a Metaverse platform based around a play-to-create (P2C) ecosystem coined by the company's Chief Producer Lee Sooman. Named SM TOWNLAND, the platform is described as a specialised area for Korean content where fans can gather for concerts and various events.

Through this partnership, the two companies also plan to produce and allow users to create their own NFTs by re-produced content and products from SM Entertainment, including content from their artists like NCT, EXO, Girls Generation, aespa, and more. 

SM Entertainment partners with Binance to launch global play-to-create NFT ecosystem

SM Entertainment joins several other music companies who have landed at The Sandbox, including Warner Music Group and Cube Entertainment.