Universal Music Group announced today that its virtual metaverse band, Kingship —which features characters based on Bored Ape Yacht Club NFT artwork—has tapped a pair of very real music producers that have created hits for superstars like Beyoncé, Jay Z, and Bruno Mars.

The veteran producers—Chauncey “Hit-Boy” Hollis and James Fauntleroy—will take the roles of co-executive producers and songwriters behind the Bored Ape band, and work to create music for the NFT-inspired characters to perform in videos and immersive online metaverse worlds.

Kingship hails from UMG’s 10:22PM label and was created by label head Celine Joshua. The characters in the band are based on Bored Ape Yacht Club and Mutant Ape Yacht Club NFTs licensed from notable collector Jimmy “j1mmy” McNelis. It’s similar to the seminal virtual band Gorillaz, albeit with a handful of valuable NFTs used as source material.

Hit-Boy is a well-known hip-hop producer and three-time Grammy winner who has produced hit singles for artists like Beyoncé, Kanye West, Rihanna, Jay Z, and Ariana Grande. Fauntleroy, meanwhile, is best known as a four-time Grammy-winning songwriter for artists like Bruno Mars, Beyoncé, and Justin Timberlake, plus he’s produced music for various other musicians.

A recent Kingship teaser video, released in August to mark a promotion with the M&M’S candy brand, offered the first taste of their musical contributions to the project. In July, Kingship released its own NFT project, launching 5,000 Ethereum key cards that provide special access to exclusive content and token-gated future experiences.