fbpx

PROFILE

MY SUBSCRIPTION

LOGOUT

x

The latest industry news to your inbox.

    

I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

Primavera secures NFT partnership with crypto firm

Primavera Sound Festival has formed a strategic partnership with crypto platform Binance ahead of its impending European editions.

Kicking off tomorrow, the festival’s 20th anniversary Barcelona event will take place in an expanded format across two weekends from 2-4 and 9-11 June, while its Porto spin-off will be held from 9-12 June.

As part of its link-up with Binance, ticket holders at both events can claim an exclusive Proof of Attendance Protocol (POAP) NFT Mystery Box. The POAP NFT will provide access to the activities and giveaways available at the Binance booths, situated across both locations, as well additional perks in the future.

Binance has also created additional exclusive NFT (non-fungible token) collections for Primavera Sound 2021 ticket holders who didn’t request a refund and are attending this year.

For the first time, Primavera attendees will be able to pay with crypto around the festival site

For the first time, Primavera attendees will be able to pay with crypto around the festival site, with 50 point-of-sale terminals accepting Binance Pay. First-time users will instantly receive a five BUSD airdrop upon making their first payment.

Earlier this year, AEG’s Coachella Valley Arts & Music Festival auctioned 10 lifetime passes to the event as part of a series of NFTs, which saw 10 Coachella lifetime passes sold for a combined $1.5 million (€1.3m). Serbia’s Exit Festival also signalled its entrance into the metaverse with its own line of NFTs, while AEG Presents announced a multi-year partnership with Web3 firm Autograph.

Artists lined up to perform at Primavera this year include Lorde, Dua Lipa, Megan Thee Stallion, The Strokes, Tyler, the Creator, Pavement, Tame Impala, Massive Attack, Gorillaz, The National, Charli XCX, Beck and Jorja Smith.

Nick Cave & The Bad Seeds will also perform during the first weekend, as will Caribou, Kim Gordon, Jamie xx, Fontaines DC, Earl Sweatshirt, Parquet Courts, Beach House, Disclosure, Idles, King Krule and Slowthai.

It has already been confirmed that the 2023 instalment of Primavera Sound will be held in two different Spanish cities across two weekends.

Next year’s festival will take place at its usual location of Parc Del Fòrum, Barcelona, on the first weekend (1–3 June). On the second weekend (8–10 June), the festival will take place in the Ciudad de Rock (City of Rock) in Arganda del Rey, Madrid, for the first time ever.

Primavera Sound recently expanded internationally with sister events in Los AngelesChile, Argentina and Brazil.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Montreux Jazz Fest reveals NFT artwork collection

Montreux Jazz Festival’s media subsidiary has revealed details of its first NFT artwork collection.

Montreux Media Ventures has partnered with green Web3 company OneOf on the collection, which will feature the works of Montreux Jazz Festival alumni artists, who have designed previous versions of the festival poster.

The NFT collections include London-based designer Camille Walala and French artist Greg Guillemin. Versions of each artist’s artwork will be made available for NFT purchase from 29 April via OneOf’s platform, including a free version of Camille Walala’s 2022 poster design, with unlimited editions claimable before this year’s festival closes on 16 July. The design for Walala’s poster was unveiled last year to mark the 56th edition of the event.

“NFTs will offer us the opportunity to support and collaborate more closely with artists in a more sustainable way”

“Innovation has always been at the heart of the Montreux Jazz Festival,” says Nick Bonard, CEO of Montreux Media Ventures. “We are very excited that this new partnership with OneOf will bring Web3 technology to the heart of the festival, as NFTs will offer us the opportunity to support and collaborate more closely with artists in a more sustainable way.”

Montreux Jazz Festival returns to the Lake Geneva shoreline this summer from 1-16 July. For its 50th anniversary in 2016, Guillemin was invited by the festival to create 60 pop-art interpretive portraits of the musicians who played that year. This year, he has reprised that style for the NFT artwork collection, presenting five portraits of artists from this year’s line-up including Diana Ross, John Legend, Arlo Parks, Ashnikko and Woodkid.

Each of Guillemin’s five NFTs are priced at $20 and will be limited to 500 editions.

Montreux Media Ventures has partnered with OneOf to deliver the environmentally sustainable NFT art collection for fans. Minted on the Tezos blockchain, a Montreux Jazz Festival NFT created by the OneOf’s platform is said to use two million times less energy than other proof-of-work networks. OneOf has recently partnered with the Grammy Awards, iHeart Media, and Warner Music Group.

“The Montreux Jazz Festival has a special place in my heart as my all-time favourite live music experience,” says Adam Fell, co-founder of Oneof and president of Quincy Jones Productions, “We are honoured to be their partner in reaching even more music fans bringing cutting edge web3 technology to this iconic festival, sharing the beautiful festival artwork that Camille and Greg created for this season as NFTs for the first time.”

Montreux Media Ventures aims to create a long-term, sustainable model around NFTs. Starting with the event’s posters and artwork, the project will then move on to include experiential packages and eventually a financing tool for young emerging artists.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Two Coachella lifetime pass NFTs fetch $250k each

Ten Coachella lifetime passes auctioned off as part of a non-fungible token (NFT) series have sold for a combined $1.5 million (€1.3m).

The ‘Coachella Keys’ collection grants admission to the 125,000-cap festival in Indio, California every year, along with a unique experience, and fetched a total of $1,474,000.

Two of the packages were sold more than $250,000 each. The Infinity Key NFT, which guarantees front-of-house views for one act, culinary experiences and private transportation, went for $270,000 and the Key to the Safari, which includes a luxury air-conditioned tent, raised $256,000. Elsewhere, the Key to the Dinner in the Garden, which also offers a professionally cooked meal in the Rose Garden, was snapped up for $140,000.

The NFTs, which can be bought, sold and traded, were issued on Solana’s blockchain. Resale prices for individual packages on Coachella’s marketplace have now reached up to $500,000.

Two other NFT collections: Sights and Sounds, comprising 10 digital collectibles “made up of iconic festival photos and never heard before soundscapes from the Polo fields”, and Desert Reflections, offering one of 10 digital renditions of an iconic Coachella poster, were limited to 10,000 and 1,000, respectively. Both sold out within hours, reports The Press-Enterprise.

“One year ago, NFTs were just starting to take off. Can you imagine where we might find ourselves two years from now?”

“One year ago, NFTs were just starting to take off,” Sam Schoonover, innovation lead for Coachella, told the publication. “Can you imagine where we might find ourselves two years from now?”

Coachella, which partnered with the cryptocurrency exchange FTX on the venture, says a portion of the proceeds will be donated to Give Directly, Lideres Campesinas, & Find Food Bank, while a royalty will support the creators involved.

Harry Styles, Billie Eilish and Ye (aka Kanye West) are to headline the Goldenvoice-promoted festival’s first in-person event since 2019, which will run across two weekends (15–17 and 22–24 April) at the Empire Polo Club. General sale tickets cost $449-$549, with VIP passes priced between $929 and $1,119.

Goldenvoice has announced vaccine passes and facemasks will no longer be required for this year’s Coachella and Stagecoach festivals.

A tweet from Stagecoach’s Twitter account reads: “As we prepare to spend an incredible weekend in the desert together we are announcing that there will be no vaccination, testing or masking requirements at Stagecoach 2022, in accordance with local guidelines.”

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Serbia’s Exit festival launches NFT series

Hot on the heels of Coachella joining the non-fungible token revolution, Serbia’s Exit Festival has signalled its entrance into the metaverse with its own line of NFTs.

Exit’s first NFT collection is being created in collaboration with “major music stars of today” and trading platform SolSea on the Solana blockchain. The NFTs will be available in the SolSea virtual store in a few weeks.

Most of the tokens will be made for use in the “multiverse” – an “exciting and innovative 3D web reality”, which the festival is involved in the development of.

“In cooperation with the world’s leading IT companies, we are developing a community that will place artists and creatives at the epicentre of events through various platforms,” it says in a statement. “This will give fans and those about to become fans unprecedented experiences and ways to interact and communicate.

“The festival’s NFT collection will be multidimensional, as it will feature a specially created live experience”

“In line with Exit’s philosophy that live experiences are irreplaceable, the festival’s NFT collection will be multidimensional, as it will feature a specially created live experience in addition to cutting-edge digital art. This will bring with it many exciting surprises relating to the EXIT festival and its music stars, which few have had the opportunity to experience so far.”

Exit is also offering an exclusive limited NFT series as a gift to those who are the first to sign up to its new Discord digital community, launched today, which you can join here.

“These will be distributed only on this occasion and provide owners with exclusive content and other benefits, as well as a special status within Exit’s digital community,” it adds.

Last year’s 20th anniversary edition of Exit, held in a 17th-century fortress in Novi Sad, attracted 42,000 festival-goers from more than 70 countries on the opening day alone. It returns from 7-10 July with artists such as Nick Cave & The Bad Seeds.

Earlier this week, Coachella announced it was auctioning off 10 lifetime passes to the event as part of an NFT series. The ‘Coachella Keys’ collection grants admission to the 125,000-capacity festival in Indio, California US every year, along with other benefits. The auction begins on Friday, 4 February at 10am Pacific time (7pm CET) and will last for one week.

New York’s Governor’s Ball festival also offered NFTs through a partnership with Coinbase for its 10th anniversary edition in 2021

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Coachella to auction lifetime pass NFTs

Coachella Valley Arts & Music Festival is to auction 10 lifetime passes to the event as part of a series of non-fungible tokens (NFTs).

The ‘Coachella Keys’ collection grants admission to the 125,000-capacity festival in Indio, California every April. Each of the 10 passes will also offer a unique experience, such as the best views of the Coachella Stage, lifetime Safari camping, or a dinner prepared by a professional chef in the Rose Garden.

The auction begins on Friday, 4 February at 10am Pacific time (7pm CET) and will last for one week.

The launch includes two other NFT collections: Sights and Sounds and Desert Reflections. Sights and Sounds comprises 10 digital collectibles “made up of iconic festival photos and never heard before soundscapes from the Polo fields”. Priced $60 each, the run is limited to 10,000. Desert Reflections, meanwhile, offers one of 10 digital renditions of an iconic Coachella poster, with 1,000 available at $180.

Coachella, which has partnered with the cryptocurrency exchange FTX on the venture, says a portion of the proceeds will be donated to Give Directly, Lideres Campesinas, & Find Food Bank, while a royalty will support the creators involved. The NFTs, which can be bought, sold and traded, will be issued on Solana’s blockchain.

“Blockchain technology can give us the unique ability to offer tradable lifetime passes to Coachella”

“We’ve all seen how NFTs enable true ownership of art and media on the internet,” says Sam Schoonover, innovation lead for Coachella. “We wanted to take it one step further and use NFTs to enable ownership of experiences in the real world, too.

“Only blockchain technology can give us the unique ability to offer tradable lifetime passes to Coachella for the first time ever. We’re excited about building new utility and community for our fans with NFTs, and in FTX we found the partner that we trust to provide us with infrastructure and support to help us usher in this new frontier.”

Harry Styles, Billie Eilish and Ye (aka Kanye West) are to headline the Goldenvoice-promoted festival’s first in-person event since 2019, which will run across two weekends (15–17 and 22–24 April) at the Empire Polo Club. General sale tickets cost $449-$549, with VIP passes priced between $929 and $1,119.

Coachella is far from the first music institution to embrace the NFT boom. New York’s Governor’s Ball festival offered NFTs through a partnership with Coinbase for its 10th anniversary edition in 2021, while Live Nation announced a collaboration with artists to launch digital collectable NFT ticket stubs mirroring the unique section, row, and seat of each ticket purchased for select shows.

Last year, Dutch DJ Don Diablo sold what is thought to be the first-ever full-length concert NFT for cryptocurrency to the value of $1.2 million. The hour-long show, Destination Hexagonia, was created exclusively for the auction and sold within four minutes for 600 Ethereum (the second-largest cryptocurrency on the blockchain) on the SuperRare marketplace.

In addition, Kings of Leon generated more than $2m from a collection of non-fungible tokens the band put up for sale through blockchain technology company YellowHeart. The NFT Yourself sale included the band’s 2021 When You See Yourself album as an NFT, as well as an auction of six different ‘Golden Tickets’, which gave each successful bidder four front-row seats to one show of every Kings of Leon headlining tour for life.

The US rockers also teamed up with the Elon Musk-founded SpaceX to become the first act to send an NFT into space.

And on a related note, AEG’s Staples Center in Los Angeles was renamed the Crypto.com Arena as part of a new 20-year naming rights deal with the Singapore-based cryptocurrency platform, reportedly worth $700m.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

WMG to create ‘music-themed world’ in Sandbox metaverse

Warner Music Group (WMG) is to create the first music-themed world in The Sandbox gaming metaverse, following a deal between the two companies.

The Sandbox, which is built around blockchain and NFT (non-fungible token) technology, has been described as “part virtual real estate, part amusement park”.

According to WMG, its virtual ‘Land’ within The Sandbox will be a “combination of musical theme park and concert venue” and will host concerts and musical experiences featuring its roster of artists.

These immersive experiences “will empower WMG artists to engage with their fans, as well as to reach the global community of The Sandbox”, in addition to generating “new revenue streams and new forms of virtual entertainment”.

The strategic partnership marks The Sandbox’s first deal with a major music company and what WMG says is its “first entry into the NFT metaverse realm”.

“WMG has secured the equivalent of beachfront property in the metaverse”

To mark the occasion, The Sandbox will hold a Land sale in March 2022, which will allow music fans to buy coveted Lands adjacent to the WMG property.

“Our partnership with The Sandbox adds a new layer of possibility in the metaverse, with the ownership of virtual real estate,” says Oana Ruxandra, chief digital officer & EVP, business development at WMG. “As a first-mover, WMG has secured the equivalent of beachfront property in the metaverse. On the Land, we’ll develop persistent, immersive social music experiences that defy real-world limitations and allow our artists and their fans to engage like never before.”

Sebastien Borget, COO and co-founder of The Sandbox, added: “We’re shaping The Sandbox as a fun entertainment destination where creators, fans, and players can enjoy first-of-a-kind immersive experiences and be more closely connected to their favourite musical artists through NFTs. This strategic partnership with WMG brings the open metaverse one step forward in the direction of fan-owned and community-driven initiatives – the possibilities are very exciting.”

WMG joins over 200 existing partnerships including The Walking Dead, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO, and CryptoKitties.

The Sandbox, which is a subsidiary of Animoca Brands, raised US$93 million in a Series B funding round, last November.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Live Nation unveils NFT ticket stubs

Live Nation is collaborating with artists to launch digital collectable NFT ticket stubs.

Trumpeted as an “industry-first”, Live Stubs will mirror the unique section, row, and seat of each ticket purchased and will be included with tickets on select Live Nation shows in North America, beginning with the upcoming Swedish House Mafia: Paradise Again tour.

Fans will be able to view, share, gift, trade, and resell their Live Stubs on Livenation.com, opening up new avenues for artists to engage with ticket-holders before, during and after live events. The NFTs are designed to be collector items and will not replace the digital tickets needed to physically enter the show.

Live Stubs bring back the nostalgia of collecting ticket stubs while also giving artists a new tool to deepen that relationship with their fans

“Our Live Stubs product brings back the nostalgia of collecting ticket stubs while also giving artists a new tool to deepen that relationship with their fans and we can’t wait to see what the creativity of this community dreams up as it grows,” says Michael Rapino, Live Nation president and CEO. “Special thanks to Swedish House Mafia for kicking it off for their upcoming tour.”

Minted on an eco-friendly blockchain, Live Stubs will automatically be given for free to fans who purchase a primary ticket to Live Nation-promoted shows as well as in venues powered by Ticketmaster.

Fans can share links to view their Live Stubs on social media, with more features and offerings to be announced closer to the concerts. Artists will also be able to work with the Live Nation team to integrate special experiences and rewards.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.