Universal files flurry of trademark applications for Bored Ape NFT that hint at crypto and merch plans

Last month, Universal Music Group‘s Web3 label 10:22PM bought a Bored Ape NFT for over $350,000.

UMG said at the time that the plan for the digital character, named “Manager Noët All”, was for it to serve as the manager for 10:22PM’s virtual NFT band, KINGSHIP, which was launched by UMG in November and is also made up of Bored Apes.

Bored Ape Yacht Club NFTs are hugely popular. Yuga Labs, the Web3 platform behind the series closed a $450 million Series Seed funding round last month, at a $4 billion valuation.

UMG didn’t provide much detail about what it planned to do with ‘Manager Noët All’ apart from it being KINGSHIP’s manager, but when 10:22PM launched KINGSHIP, the label said that it was planning to develop and release new music, NFTs, community-based products, activations and experiences in the metaverse.

Now, following its Bored Ape purchase last month, Universal has filed several trademark applications for the ‘Manager Noët All’ NFT (first reported by Coindesk).

Submitted at the end of March, Universal’s applications have been filed under a variety of Trademark classes, and hint at possible plans to double down on its activities in the Web3 space.

Amongst the trademark applications filed are for class 009, which covers Computers and Scientific Devices.

According to UMG’s filing, in the case of its Bored Ape NFT, the trademark would apply to everything from “downloadable and recorded computer programs for video and computer games; interactive video game programs and audio and visual recordings featuring live-action entertainment,” to “animated characters; downloadable virtual goods; downloadable virtual goods linked to non-fungible tokens (NFTs) on the blockchain”.

UMG has also filed a US trademark application for the NFT under the International class 042, which refers to Science and Technology Services.

This filing indicates that proposed goods or services associated with the trademark will include, “Providing temporary use of non-downloadable software which facilitates the ability of users to view, analyze, record, store, monitor, manage, trade and exchange digital currency, virtual currency, cryptocurrency, digital and blockchain assets, digitized assets, digital tokens, crypto tokens, utility tokens, application tokens, and non-fungible tokens (NFTs)” (Bolding MBW’s).

Other services listed on the filing include “computer services, namely, creating an online virtual environment for the selling and purchasing of digital currency, virtual currency”.

Further applications have been filed under Trademark Class 28, which covers Games and Sporting Goods and Trademark Class 21, for Household Utensils, both of which hint at possible real-world merchandise plans for the virtual character.

The former lists goods such “Board games; card games; equipment sold as a unit for playing card games; electronic game equipment with a watch function; hand held unit for playing electronic games”.

The latter lists items like “Champagne buckets; cocktail shakers; shot glasses,” as well as, “mugs; beverageware; beverage glassware; bakeware and dinnerware.”

Elsewhere in Web3, in December, UMG inked an expansive global partnership with “avatar technology company” Genies to develop avatars and digital wearables for UMG’s  artist roster.

In February, UMG announced a ‘strategic collaboration’, with digital collectables firm Curio, which UMG calls “the premier Non-Fungible Token (NFT) platform for entertainment brands and musical artists”.

Also in February, UMG hired as Chief Product Officer, Global E-Commerce, charged with driving its Web 3.0 business forward.

“We hope to make the KINGSHIP universe as entertaining and immersive as possible, while simultaneously building value for holders.”

Celine Joshua, 10:22PM (speaking in MArch)

Speaking last month, 10:22PM founder Celine Joshua said: “We have been incredibly busy developing KINGSHIP since our initial announcement and I’m so excited to introduce Manager Noët All, one of many new characters that will be joining the KINGSHIP universe.

“As the manager of the group, Manager Noët All will help drive the storyline and allow us to communicate with the community.

Added Joshua: “We hope to make the KINGSHIP universe as entertaining and immersive as possible, while simultaneously building value for holders.

“With the launch of KINGSHIP’s official Discord, the community will have a home where members can interact with one another and get all the latest updates on KINGSHIP’s journey, including how to access the allowlist. Stay tuned, there’s so much to come.”Music Business Worldwide