TIMBALAND, the Grammy award-winning artist, entrepreneur, and producer, just dropped a music video called “Has a Meaning” featuring his Bored Ape NFT, Congo on Glass.xyz. The video was first released on NFT NYC 2022 at the BAYC ApeFest event.
According to TIMBALAND, this MV holds a special meaning for the creative industry and unleashes new aspect of NFTs to the world.
NFT NYC 2022 wrapped up with successful events by various NFT brands. Although the NFT market seems to be doing not so well, the NFT community is still consistently making efforts to establish itself as an authentic industry in the world.
One of the biggest qualities that make the NFT industry successful is the creative rights given to owners. Unlike Web2 where people can buy artwork but not own any rights, NFT emerges as a new technology to promote creativity.
Whenever a person purchases an NFT, they have the IP rights to do whatever they want to do with the NFT such as launch a themed restaurant, create merchandise, or drop a music video.
Recently, Snoop Dogg and Eminem dropped a collaboration song featuring their Bored Apes and other NFTs in the music video, marking a new era for music production and the entertainment industry.
On 30 June, TIMBALAND dropped an exclusive music video featuring his Bored Ape #590 named Congo. Unlike the Snoop x Eminem MV, TIMBALAND’s music video is designed with a high-definition and 3D-animated version of Congo giving it a more realistic and immersive experience.
According to various sources, TIMBALAND had been making an effort to make this music video a success. He personally hand-picked professionals from all over the world for the design and create the perfect music video.
TIMBALAND hinted at possible NFT projects with Congo in the coming months, which fans are highly anticipating.
Congo debuts on TIMBALAND’s MV
At the NFT NYC event, TIMBALAND shared the song and music video of “Has a meaning” for the first time.
According to TIMBALAND, he searched every corner of the world to find the best artist who could perfectly showcase the true personality of Congo as a live avatar. For this music video, he partnered with a metaverse director, Zayd Portillo who helped him bring Congo to life.
TIMBALAND knew bringing a Bored Ape to life would be a big challenge, but he took this challenge head-on and was quite successful with delivering the finished product. He said, “Creativity means starting. Just going forward. This video wouldn’t exist if we believed in limitations.”
Behind the scenes of Congo’s music video
TIMBALAND had planned it all out since the start and took every step with great precision. First, he took the time to produce a track that fits Congo’s personality and TIMBALAND’s signature style.
After the song took its final shape, TIMBALAND contacted Portillo for the music video production. Portillo thought through the whole process and looked for possible technologies that could facilitate making this MV a success.
Congo’s music video was shaped into a perfect masterpiece using Unreal Engine, a platform for 3D-animated creations with ideal tools to create hyper-realistic visuals and immersive experiences.
For movements, TIMBALAND himself volunteered for the motion-capture roles. The body sensors and high-tech cameras tracked his movement and converted them into Congo. Even the facial expressions are converted from TIMBALAND’s using CGI technology.
When asked about the meaning behind the music video, TIMBALAND shared that this MV marks a new beginning for musical artists and the NFT community. Through Congo’s music video, people will realize that NFTs have more utility than just access to live events.
All in all, TIMBALAND hopes to kickstart a new era in music and creative industry using NFTs.
The music video dropped on Glass.xyz, a Web3-based video platform. Fans could download MP3 files of the song via a claimable AirDrop. The mint opened for limited editions of 100 on the day of the music video release. Currently, the MV is available on the OpenSea marketplace.
The Congo’s MV definitely is a new perspective and reimagining of possibilities NFTs hold. It opens a new door for creativity to emerge and celebrate art and culture together through modern technologies.
During NFT NYC, TIMBALAND hinted at possible NFT projects with Congo in the coming months. With the success of this music video, fans are highly anticipating what more exciting plans TIMBALAND has hidden up in his sleeve.
See the full music video here: