Genies launches creator and partner network for avatar IP innovation

Genies has introduced the Genies Creator & Partner Network to enable brands and others to develop and commercialize digital avatars.

The network consists of Genies’ roster of celebrity creators — famous people who create an avatar of themselves as digital personae — along with a growing rolodex of innovative tech, brand and agency partners who can now enable ways for talent to activate their Genies and expand their avatar intellectual property

Through Genies’ suite of tools, such as its Avatar Framework, the company has enabled compatibility and customization of their avatars, which unlocks the ability to create a wide range of unique avatar experiences. This provides creators with the comfort and value of a persistent virtual identity, while giving partners a jumpstart with their activation builds. 

Over recent years, renowned figures such as Paris Hilton, Migos, Justin Bieber, and new stars like Lay Bankz, JVKE, and Lil Durk have harnessed their avatars to connect with fans in various ways. For creators, these avatars transcend simple digital representations, becoming powerful storytelling and commercialization tools—valuable pieces of intellectual property (IP), Genies said.

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“Establishing avatar IP effectively requires consistent, high-quality and strategic transmedia storytelling,” said Jake Becker, director of Creators at Genies and the original “Avatar Agent.”

He added, “As the demand for avatar IP development through avatar-based activations has surged from our talent partners, our new network of innovative partners enables us to rapidly expand our capabilities with no limitations. Whether it’s a cutting-edge XR experience, an interactive AI music moment, virtual show, IRL activation or even a physical good, our extensive network has you and you persistent Genie avatar covered.”

Launch partners

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Genies has a bunch of partners and creators.

The selected launch partners in the network include: Anything World, a 3D animation and automated rigging platform powered by machine learning. It is making 3D models for games, apps and the metaverse.

Another partner is Superfan Studio, which specializes in creating cutting-edge AR filters and CGI videos. Also partnering is Soundful, an AI music studio for creators; Look Mister, a group of artists and technicians who specialize in the creation and development of XR and Web3 experiences; and Buoy Studio, which is working with Netflix, Roblox, Delta Airlines and Liquid Death. Buoy uses production technologies, interactive, spatial (AR, VR, MR), creative AI, gaming, and real-time tools to bring experiences to life.

From a technical perspective, Genies has brought its avatar tech to a new level over the past few years, including improvements to help creators build value around their avatar IP. For one, Genies evolved from 2D to 3D to prepare for the inevitable expansion of opportunities across XR, AI, gaming, and more, the company said.

Additionally, The company optimized avatar production time by 10 times, and through its tool kit, it Genies is building technology that can enable any creator, brand, developer, or artist to create their own unique avatar experiences and platforms – resembling an open-source Roblox model.

For creators, Genies believes an avatar isn’t just a representation of themselves: it’s an embodiment of their brand in character form and a powerful tool for storytelling and commercialization.

To support this, the company now offers comprehensive services including creative strategy, content creation, and marketing, allowing creators to effortlessly launch their own avatar accounts.

This allows the creator to have a dedicated Instagram and TikTok account for their avatar to showcase its personality, hop on cultural trends, or react to user-generated content in an engaging way that their main channels don’t.

As these social profiles grow and draw in new audiences and opportunities, they naturally evolve into a seamless springboard for creators to expand upon a range of transmedia activations and even launch their own avatar universes.

Network examples

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Genies has raised $250 million.

Genies said examples of the network include a musical artist building anticipation for their upcoming album by releasing AR versions of their avatar.

These avatars are seen jamming to snippets of focus tracks in iconic spots across New York City, each location hinted at in a playful scavenger hunt. Fans and the press capture their own clips of the artist’s avatar in the real world, sparking viral UGC moments that take social media by storm.

In another example, IP holders or brands who launch their own UGC gaming platforms using Genies’ tech can license celebrity avatars to be featured in their experiences. Or the celebrities can look to launch their own. 

Still another example is having the power to control an interactive music video, allowing the experience to become personal. With every decision you make, the video adapts and transforms, offering a personalized journey that reflects your tastes and preferences, making each viewing a one-of-a-kind experience, the company said.

And imagine your favorite pop star stepping into your bedroom for an exclusive listening party or live performance—all through the magic of AR. This immersive experience brings the artist directly to you in a completely unique way, the company said. 

“While Genies has been at the forefront of innovation when it comes to building avatar tech and instituting avatar IP development, Buoy Studios has been on the front line, utilizing emerging technologies to craft experiences for the world’s top brands and IP,“ said Fredrik Frizell, founder of Buoy Studio, in a statement. “Joining the Partner Network integrates their talent roster and state-of-the-art avatar technology into our innovative toolkit, where we’re excited to shape and pioneer the next generation of avatar activations and use cases.”

“At Soundful, our AI music generation tech is ethically trained with an artist-friendly approach,” said Diaa El All, CEO at Soundful, in a statement. “Joining Genies’ Network excites us as it opens opportunities to power custom musical experiences and interactive music tools for artist avatars and universes.”

“We have a roster of artists eager to expand their brands, reach new fans, and connect more deeply with superfans. Genies strongly understands digital identity and knows how to create valuable, authentic avatar IP that aligns with our goals” said Alec Henderson, VP of Digital Marketing at APG, in a statement. “Our artists, like Lay Bankz, have seen their Genie avatars take over social media. Now, the partner network will unlock even more innovative use cases and experiences, enabling us to activate the avatars anywhere and in any manner—all while investing in their avatar IP.”

Persistent avatars are not only the identity of the future but also represent the next big moment in IP development. Similar to how early adopters who embraced social media built substantial followings and value around their profiles, developing and investing in the digital identity of the future, an avatar, can yield long-term benefits.

Through early avatar adoption by cultural tastemakers such as Justin Bieber, Rihanna, Cardi B, Migos, and DJ Khaled, Genies set out to build tools and use cases that enable compatibility and customization of avatars for everyone. With offices in Los Angeles and San Francisco, the company has raised $250 million from investors including Silver Lake, BOND, NEA, and Bob Iger.

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