• As J Balvin, Lil Nas X and others draw tens of millions of viewers to virtual concerts, a marketplace for virtual merchandise has emerged as a viable alternative to physical goods. Fans are outfitting their avatars with digital-only apparel, accessories and other goodies with no need for an IRL counterpart. Thought-leading execs from some of the most successful platforms behind these virtual goods share exclusive glimpses into the consumer trends (and spend) behind one of the fastest-growing sectors of music merch.

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