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Throughout the ongoing coronavirus pandemic, electronic dance music and gaming have strengthened their relationship with their partnership gaining more momentum with news of the launch of deadmau5 and Richie Hawtin‘s new gaming venture, PIXELYNX.

PIXELYNX is a new gaming venture centered around the exploding “direct-to-avatar” eco-system. The company is focused on creating a bridge between digital collectibles, gaming and virtual worlds.


PIXELYNX will work with clients to digitize their brands into collectible goods for use in gaming and virtual worlds and is already creating a portfolio of virtual worlds for a range of clients.

PIXELYNX co-founder Inder Phull, a recipient of the annual IMS Visionaries contest in 2016, states: “We are on the edge of an exciting transition in entertainment where the lines between gaming, music, fashion, art and technology are being blurred. The physical/digital crossover is here to stay and if you look beyond the hype it’s easy to identify the types of companies that will define the next generation of culture. Fortnite, Roblox and emerging virtual environments will represent the future of social life. Our mission is to help our partners enter this space and bring value to their fans in a meaningful way. Ignoring this new medium is like being late to e-commerce or social media. The metaverse is coming, embrace it and re-imagine what it means to connect with your fans and consumers.”

Richie Hawtin adds, “As we step over the threshold into extended reality, the future is truly upon us. PIXELYNX is here to support a positive and creative acceleration into this new space, collaborating with artists to empower their creativity in this new medium and with brands to develop unique digital assets that have meaning and value.”

“What PIXELYNX is offering goes beyond a ‘let’s dip our toes into the metaverse’ situation,” continues Joel Zimmerman. “The virtual world is continuously expanding and changing which is really exciting and we are growing with it, especially into new sectors like music and fashion. Gaming, virtual worlds and interactive experiences offer limitless possibilities which we are able to carve new pathways forward in.”

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