Gramps Morgan signs on as ambassador for Babylon Misfits Reggae NFT collection
Published:Thursday | March 10, 2022 | 12:06 AMStephanie Lyew/Gleaner Writer
The non-fungible token (NFT) wave is booming in the finance sector but also capturing lots of attention across the art, film and music industries, where many creatives are participating in more ways than one, in the digital marketplace. Gramps Morgan has become deeply invested in the marketplace after Morgan Heritage successfully released and sold out its first, limited edition collection last year.
While the reggae artiste continues to become well-versed in the digital token collections, he is also making valuable connections and innovatively tapping into the space that will essentially introduce his name to new audiences.
“There has definitely been benefits in the NFT space. It is growing and will be a big part of the music business. In my opinion it will bring more value to our sounds all across the world, [encouraging people] to [own] a special piece and [be] a part of our world as artists,” Gramps Morgan told The Gleaner.
It was officially announced on Thursday, March 3, that the award-winning reggae instrumentalist and singer will now be working with LastKnown which was curated by North American company Blockchain Foundry Inc. LastKnown is a multi-chain NFT marketplace, recognised for providing artistes and content creators with the resources and expertise required within the space. He has signed on as an ambassador and consultant and will be an integral part of the team promoting the Babylon Misfits Reggae NFT collection created by popular Canadian artist Andrew 'SkooJAH' Skuja.
Having fallen in love with the reggae-inspired NFTs, Gramps Morgan agreed to sign on as an ambassador, he said, describing it as “one of the most creative collections I've seen in the reggae NFT space”.
“It is very unique; the artwork is first-class creative and very ready for this young generation. I encourage persons to invest in them, because the quality of artwork is top-notch, the artist is incredible, it's creative, fun and it's helping to move the genre of reggae into a new space,” he continued.
He says that while reggae music influence is far-reaching, he believes the industry and those who have invested their time and money into the genre need to move with the times. He shared that through the NFT marketplace, the music, its culture and traditions will be introduced to new and younger audiences.
“There is still a lot of people that still don't know what an NFT is, but I can tell you that the young generation is leading the space and knowing what this new technology is, being a part of owning a piece of an artist's special artwork, it makes me excited for my genre. I'm excited for this collection,” Gramps Morgan shared.
MORE THAN THREE DECADES
With Gramps' passion for art and music, as well as devotion to engaging the wider reggae fan base, it is safe to say that the world can expect another NFT collection from him and Morgan Heritage soon, and he is already receiving the nods within the marketplace.
“I can't think of a better fitting ambassador for the Babylon Misfits project than the one-and-only reggae icon, Gramps Morgan. I can already see songs from his catalogue of music becoming the themes of the NFT collection,” Blockchain Foundry Marketing Director Sebastien DiMichele said in a press release.
SkooJAH, who is an award-winning creative based in Toronto, has worked with global brands such as Foot Locker, Absolut Vodka and Nissan, has been sketching and illustrating people with bug-eyed faces and odd characteristics for more than three decades. The Babylon Misfits public sale began on February 9, and the collection comprises 1990 unique characters of various gender and outfits. The public sale is live and is selling quickly.
Speaking to The Gleaner, the artist explained, “The Babylon Misfits were inspired by the styles and faces of people I would commute with every day on the Toronto Subway. The people who stood out of the crowd with their unique look. I mashed all of those people together to create this collection. The idea of the Babylon Misfits was to combine these characters and my other passions of lettering art and roots reggae into a story of two tribes that only want to spread good vibes.”
He further explained that he has had an interest in NFTs for a couple years and once he was referred to LastKnown, he invested months into creating all the assets for his debut collection. He is the second artist to be listed on the multi-chain NFT marketplace.
“The LastKnown team was invaluable in getting the collection launched. And then, to have Gramps Morgan partner with me on this is amazing. It was a big compliment when he reached out to me and said how much he liked the artwork of the Babylon Misfits. Now, to have him as an ambassador for the Babylon Misfits collection is huge. We both saw a great future in the possibilities in the NFT space and understood collaborating together we can achieve higher goals,” SkooJAH said.
“Personally, I think all industries will evolve through NFTs. The simplest evolution in my mind will be in the ability to build stronger and even more supportive communities in the reggae world by being able to collaborate with many different communities in the NFT space. Thus, expanding the awareness of reggae music through art and utility,” he continued.