The metaverse studio Karta announced this Tuesday ex-Virgin EMI Records senior director and music industry veteran Tony Barnes as its co-founder. The digital marketing pioneer will help the company become a leader in the metaverse ad virtual worlds fields.
What is Karta?
Karta was founded in 2021 by Tony Barnes and actual CEO Erik Londré. The startup helps brands, artists and sports teams connect with audiences from video games and virtual worlds. To summarize, the main goal of Karta is to make the metaverse accessible and effective for all brands across all platforms.
Karta worked successfully on creating experiences in Roblox, Fortnite, and Decentraland for big brands. These included Amazon Music, Fnatic, Unilever, and Ronald McDonald House. Likewise, the company recently built the first persistent fan hub on Roblox for female K-Pop megastars TWICE.
Who is Tony Barnes?
Tony Barnes, who worked 18 years in the music industry, is considered a digital marketing pioneer. He was one of the first to understand the importance of streaming platforms. He was also one of the first to introduce influencer marketing to music campaigns. Moreover, he’s a pioneer in the use of Tiktok for marketing campaigns.
They held digital positions at Universal Music, Virgin EMI, and Hipgnosis. As such he worked with hundreds of major artists, like Queen, Katy Perry, Sir Elton John, and Shakira, as well as dance music legends Avicii, David Guetta, Tiesto, and Swedish House Mafia.