Genies Launches Creator & Partner Network to Revolutionize Digital Avatars

By DaMarko Webster

Genies has unveiled the Genies Creator & Partner Network, a new initiative designed to help brands and other entities develop and commercialize digital avatars. This network includes Genies’ roster of celebrity creators—famous individuals who craft digital avatars of themselves—as well as an expanding list of tech, brand, and agency partners. These partners will now have the ability to activate and expand their avatars’ intellectual property (IP) through Genies’ suite of tools, including the Avatar Framework.

With these tools, Genies offers compatibility and customization options that unlock a variety of unique avatar experiences. This setup provides creators with the benefit of a persistent virtual identity while giving partners a head start on their activation projects. Over the years, celebrities like Paris Hilton, Migos, Justin Bieber, and rising stars like Lay Bankz, JVKE, and Lil Durk have used their avatars to engage with fans in innovative ways. For these creators, avatars go beyond simple digital representations; they become powerful storytelling and commercialization tools—valuable pieces of IP.

“Establishing avatar IP effectively requires consistent, high-quality, and strategic transmedia storytelling,” said Jake Becker, director of Creators at Genies and the original “Avatar Agent.” He added, “As the demand for avatar IP development through avatar-based activations has surged from our talent partners, our new network of innovative partners enables us to rapidly expand our capabilities with no limitations. Whether it’s a cutting-edge XR experience, an interactive AI music moment, virtual show, IRL activation, or even a physical good, our extensive network has you and your persistent Genie avatar covered.”

The launch partners in the network include:

  • Anything World: A 3D animation and automated rigging platform powered by machine learning, creating 3D models for games, apps, and the metaverse.
  • Superfan Studio: Specializes in creating cutting-edge AR filters and CGI videos.
  • Soundful: An AI music studio for creators.
  • Look Mister: A group of artists and technicians specializing in XR and Web3 experiences.
  • Buoy Studio: Collaborating with Netflix, Roblox, Delta Airlines, and Liquid Death, using technologies like AR, VR, MR, creative AI, gaming, and real-time tools to bring experiences to life.

From a technical perspective, Genies has significantly advanced its avatar technology over the past few years, improving to support creators in building value around their avatar IP. The company has evolved from 2D to 3D avatars to prepare for expanded opportunities across XR, AI, gaming, and more. Additionally, Genies has optimized avatar production time by tenfold. Its toolkit enables any creator, brand, developer, or artist to create unique avatar experiences and platforms, resembling an open-source Roblox model.

For creators, Genies believes an avatar is more than just a representation of themselves; it’s an embodiment of their brand in character form and a powerful tool for storytelling and commercialization. To support this, the company now offers comprehensive services, including creative strategy, content creation, and marketing, allowing creators to launch their avatar accounts effortlessly.

This includes dedicated Instagram and TikTok accounts for avatars, showcasing their personalities, participating in cultural trends, or reacting to user-generated content in engaging ways that their main channels do not. As these social profiles grow and attract new audiences and opportunities, they naturally evolve into seamless springboards for creators to expand upon a range of transmedia activations and even launch their own avatar universes.