Universal Music’s Web3 Label Acquires Bored Ape NFT for $360,000

The purchased ape — named “Manager Noët All” — will lead the company’s virtual NFT band Kingship

article-image

Bored Ape Manager Noët All | Source: Universal Music Group

share

key takeaways

  • The ape-led music group, according to Universal Music, will eventually produce music and perform virtual concerts
  • “NFTs are going to have many use cases that go beyond [just] art,” a Bored Ape collector told Blockworks

Universal Music Group has piled on to the laundry-list of brands and large companies capitalizing on blue-chip NFT collection Bored Ape Yacht Club.

The company’s Web3 label 10:22PM has acquired Bored Ape #5537 for $360,817, roughly 125 ether, according to a Friday announcement. 

Per a press release, the Bored Ape character named “Manager Noët All” will lead 10:22PM’s virtual NFT (non-fungible token) band — called Kingship — as its manager.

Kingship consists of four digital characters — one mutant ape and three bored ape NFTs — all from collector Jimmy McNelis’ personal holdings. And the band, which was announced in November, is now joined by its new manager.

Celine Joshua, 10:22PM founder and former Sony exec, said she started the Universal Music Group subsidiary “to push the boundaries of innovation in the music industry.”

“Just as we would with any artist or creator, my team and I will work with Kingship to sharpen their vision and develop their unique sound,” Joshua said in a statement.

“Each member of the group has their own story and personality that influences and contributes to Kingship’s overall narrative.”

The ape-led music group will eventually produce music and perform virtual concerts in the metaverse, according to the company.

“NFTs are going to have many use cases that go beyond [just] art,” McNelis told Blockworks.

McNelis and all Bored Ape collectors became eligible to claim 10,000 ApeCoins (APE) on Thursday, in connection with the ApeDAO. APE is trading up 4.92% on the hour at $14.4 per token.


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Decoding crypto and the markets. Daily, with Byron Gilliam.

Upcoming Events

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

recent research

Research Report Templates (2).png

Research

We’re bullish on the PUMP token. We believe Pump.fun's brand strength, existing integrations, product roadmap, and strategic levers justify PUMP's TGE valuation, and expect the token to re-rate meaningfully higher in the months ahead.

article-image

The non-profit’s “Project Open” seeks to let stocks trade directly on Solana

article-image

The acquisition is Pump.fun’s first, and comes just days before its planned ICO

article-image

As Trump’s tariff war reignites, everyone is assuming the dollar will continue its path lower. But the journey might be bumpy

article-image

A valuation model for “blockchain GDP”

article-image

The mini app combines vibe-coding with a hypercasual game feed and is coming to the new Coinbase Wallet

article-image

An improbable tale of the world’s 40th graphics-chip startup