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Leading digital art brand Ikonick is teaming up with Bravado, Universal Music Group’s global merchandising and brand management company, to produce, market and distribute canvas art and NFTs across their extensive roster of artists.

NFTs, or non-fungible tokens, have become all the rage in the music industry in recent months. As cryptographic assets that cannot be replicated, they allow fans to own a unique piece of digital media, and have proved quite profitable for artists as well.

Ikonick, which has previously partnered with the likes of Scooter Braun and Gary Vaynerchuk, recently launched its own business arm aimed at the NFT industry. Called Ikonick NFT, the venture carries a long-term vision to merge the physical and digital art worlds, as well as encourage its audience to make smart investments in NFTs that are poised to gain value on the resell market.

Together, Bravado and Ikonick will work to expand both the commercial and creative opportunities in the online art market. Though the specific artists and brands involved in the deal have not been named at this time, Ikonick and Bravado’s NFT drops will begin rolling out this year.

Bravado’s roster includes some of today’s leading names in music, including Ariana Grande, Adele, Billie Eilish, Blackpink, Elton John, Doja Cat, Eminem, Kanye West, Justin Bieber, Kid Cudi, Lil Wayne, Lorde, Lady Gaga, Nicki Minaj, Playboi Carti, Pusha T, the Rolling Stones, Selena Gomez, Shawn Mendes, the Strokes, Travis Scott, the 1975, the Weeknd and many more.

“The ability to work with Bravado to tell compelling stories with some of the most iconic artists and brands in the world, while creating value for the end consumer in both the primary and secondary NFT market, will be pivotal to dictating success in this growing marketplace,” Mark Mastrandrea, co-founder of Ikonick, tells Variety of the deal. “Bravado is the industry leader when it comes to creating unique opportunities for their artists to reach fans around the world, and their extensive roster of music talent opens infinite storytelling moments and limitless creative avenues. We are excited to get to work.”