Jem Aswad Senior Music EditorUniversal Music Group and leading avatar technology company Genies have announced a global partnership to develop avatars and digital wearables for UMG’s artist roster, building on the companies’ early collaborations to bring recording artists into the metaverse.UMG and Genies will equip artists with official virtual identities for use in Web 3.0, providing a persistent virtual representation of themselves across the metaverse to engage with fans.