SINGAPORE — No stranger to innovation, local multi-hyphenate Loretta Chen found Smobler Studios and is working with The Bachelor reality show star JJ Lane, founder of Tools of Rock to build the first concert venue in the Metaverse. Tools of Rock will be the first NFT company to bring IRL music to the metaverse through a gamified Sandbox experience.
The Metaverse (February 12, 2022) – Tools of Rock (“TOR”), the leading music-driven NFT platform, is launching the Metaverse’s (and the world’s) first dedicated concert venue in The Sandbox. TOR partnered with leading digital agency and design studio, Smobler Studios founded by Loretta Chen and Ruel Sarmiento, to construct its digital masterpiece that is set to host some of today’s most iconic and popular musicians and bands.
Launching its original NFT collection, Tools of Rock: Vol. 1, in August of 2021, TOR has grown significantly, increasing its team to 12 professionals, releasing its metaverse focused Gods of Rock avatars, innovating ticketing solutions in the metaverse through their VIP Pass, boasting more than 3,500 unique owners, and ultimately pioneering the music + metaverse experience.
“When we conceptualized TOR, the end goal was always the metaverse. For our team, we were the “tool” or platform to bring music to the metaverse and open up untapped economic opportunities for the modern recording artist,” said TOR founder & Lead Vocals, JJ Lane. “What we have seen in the last two years with COVID-19 is that tour revenue, once a staple for artists, is not certain any longer…but the TOR concert venue will never close! A venue that’s open globally, 24/7/365, has minimal overhead, and allows the fan unparalleled access to their favorite artists is what will make the metaverse so powerful for all participants.”
Added JJ Lane, “When we set out to achieve these lofty, never before done, ambitions, we interviewed 10+ studios. Smobler’s team was the only group that truly grasped our vision and the “epic” nature of what needed to be built to capture the imagination required to reinvent an industry. Through every step of the build, they have far exceeded our expectations!”
Loretta Chen, who has helmed activations for brands such as Samsung, LVMH, and Absolut Vodka is also a seasoned director, author and educator. As Co-Founder of Smobler Studios, she is venturing into unchartered waters and will be a presenter in this year’s SXSW, “It has been a steep learning curve but it is exhilarating to have a front-row seat to the future. Gaming is the ultimate on-ramp to the adoption of new technologies such as decentralization and blockchain as it makes it accessible, engaging, and fun. Together with Tools of Rock, we are working with The Sandbox to co-create new utilities to make the Metaverse even more inclusive and accessible to all.”
Her co-founder, a trained architect and Head of Creative, Ruel Sarmiento, agrees wholeheartedly, “Tools of Rock is a dream to work on as it encompasses all my loves – architecture, gaming, music, and JJ’s vision is in sync with ours. The only person I had a hard time convincing is my mother. She still can’t wrap her mind around the Metaverse but is so happy to live long enough to see this interesting world we are currently living in and to know I am playing an active part in co-creating.”
About Tools of Rock
Tools of Rock (“TOR”) is the leading music-driven NFT platform and was created to be the “Tool” or bridge between the music we all love and the metaverse. The Company has a singular goal of providing an innovative, premium, and collectible NFT experience while also focusing on driving short, medium, and long-term value for its collectors.
Through unique collections, one-of-a-kind art, strategic partnerships, groundbreaking innovation, and a vision for the long-term, Tools of Rock brings music to the blockchain like you never could have imagined.
To learn more, visit www.ToolsofRock.com
