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MetaFests and Vatom partner on festivals toolkit

Steve Jenner’s UK-based Web3 specialist MetaFests is partnering with US-based tech platform Vatom to launch blockchain-powered toolkit Digital Lanyard for festivals.

Digital Landyard enables festival organisers and their brand partners to engage audiences year-round and build their own Web3 experiences via the Vatom platform.

Vatom’s platform has previously been used to support global events including Elrow’s summer season in Ibiza, Monegros Desert Festival in Spain and iHeart Radio Music Festival in Las Vegas. Lakefest is the first UK festival confirmed to be using Digital Lanyard.

“It has already been shown that Web3 tech can solve some of the festival industry’s greatest tribulations, from cashflow seasonality to a lack of visibility on customer activities inside the event, let alone outside it. Digital Lanyard now offers event operators transformative new powers to level-up their businesses without requiring any additional knowledge, time, skills, or resources,” says Jenner, MetaFests’ founder and director.

“As such, we’re thrilled to have formed this partnership with Vatom, who not only share our vision but come armed with the technology to make it an instant reality, having already proven it in a diversity of festival environments.”

“The power of Web3 applied to live events means that the types of authentic audience connections we have been wanting to deliver are possible in a fun and fan-friendly way”

Based on the Vatom Universal Wallet, Digital Lanyard offers an app-style experience for fans to receive essential event information and pre-event branded activities, earn on-site rewards, and post-event communications. The Digital Lanyard provides a Web3 suite featuring a blockchain-enabled wallet for collectibles including photos from the event, an augmented reality viewer, smart digital objects, and collectibles while maintaining a seamless onboarding experience for the fans and providing fan insights to event organisers.

“The power of Web3 applied to live events means that the types of authentic audience connections we have been wanting to deliver are possible in a fun and fan-friendly way,” says Steve Machin, Vatom’s global director of entertainment. “We are thrilled to be working with MetaFests who are bringing all their festival expertise to this ground-breaking product. Excited to already see the reaction to the Digital Lanyard on the event side, and from brands looking to connect with the music community across the UK festival landscape.”

Before the event, attendees can earn loyalty points for actions such as making an early ticket purchase or booking a green travel option while onsite the platform enables fans to gain further rewards for arriving early, supporting charity partners, eco-responsibility and spending behaviour.

After the event, Digital Lanyard extends the visitor experience year-round, empowering the organiser to maintain the visitor’s attention and fortify their loyalty with a continual stream of multimedia content, collectibles, competitions, games, rewards, and offers.

 


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Web3 pioneer Vatom grows leadership team

Venice, California-based Web3 company Vatom has welcomed industry pioneer Steve Machin to its leadership team alongside Elrow president Vicenc Marti.

Marti was announced as the new MD of Vatom Europe earlier this month, with Machin now confirmed to be taking on the role of global director of entertainment. Machin will be based in London, UK and Marti at Vatom Europe’s new Barcelona HQ.

The two newly created roles will be key in strategically growing Vatom’s global presence and partnerships, co-creating “a new era of Web3-enabled fan engagement and experiences”.

“The calibre of live event, entertainment and business acumen that Vicenc and Steve bring to the company is unparalleled”

“We consistently lead the way in Web3, providing a next-generation-experience platform to connect with audiences in ways that offer real value and continuous engagement – the music, sport and entertainment industries are at the forefront of this evolution,” says Eric Pulier, CEO of Vatom and creator of the Smart NFT. “The calibre of live event, entertainment and business acumen that Vicenc and Steve bring to the company is unparalleled and will further enable us to deliver to fans deeper and more meaningful experiences with the brands, creators, and artists they love.”

EDM event company Elrow has produced more than 160 shows across 40 countries and recently announced a strategic partnership with Vatom.

“At Elrow, each day I saw the power of music connect people around the world,” says Marti. “Vatom and Web3 take connection to a whole new level, and I am excited to work with this talented team to evolve how people think about and experience entertainment with Web3.”

“Web3.0 technologies are already fundamentally changing the way we connect with our favourite artists and brands”

Machin, meanwhile, previously held senior corporate positions at Live Nation and Ticketmaster and is well known for chairing the new technology committee at ILMC.

“Like Web2.0 before it, Web3.0 technologies are already fundamentally changing the way we connect with our favourite artists and brands, how we experience concerts and shows, and ultimately how we will connect with each other” noted Steve Machin. “There is always immense innovation at the intersection of any new technology and the creative industries, and I am excited to help bring to life the opportunities that the rapidly evolving metaverse has to offer to brands and creators”

Vatom also recently announced a partnership with iHeart Media to offer fans one-of-a-kind experiences across iHeart live music events, podcasts, experiences, content, and competitions through Vatom’s Web3 platform. Both Machin and Marti will play key roles in the development and execution of these strategic partnerships.

 


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Web3 firm teams with Elrow to launch Vatom Europe

California-based Web3 company Vatom has signalled its European expansion by unveiling a newly formed strategic partnership with Superstruct-owned Spanish events brand Elrow.

Vatom Europe will operate out of Barcelona, Spain, with Elrow president and board member Vicenc Marti taking on the new role of Vatom GM for Europe, overseeing all European operations.

The collaboration promises to bring immersive Web3 experiences to festival-goers, enabling both virtual and real life experiences.

“We love the idea of offering personalised experiences and awards to our most special fans of our shows through leveraging innovative technology such as Vatom’s,” says Elrow CEO and founder Juan Arnau Jr. “We’re always looking for new ways to engage fans like never before, so now having the ability to offer these next level experiences to attendees is very meaningful.”

“There is clearly a huge appetite for the immersive virtual experiences that Vatom enables”

Vatom plans to continue building its presence throughout Europe and launched its first collaboration with Elrow Town Madrid last month. Using Vatom’s cross-chain, NFT-focused digital wallet, accessible through the festival app, fans unlocked free, collectible NFTs and participated in an AR egg hunt on festival grounds to access exclusive offerings.

“When we first introduced the Elrow family to Vatom technology, the fan response far exceeded our expectations,” adds Marti. “There is clearly a huge appetite for the immersive virtual experiences that Vatom enables, and we’re excited to explore the endless ways this technology can enhance the future of music festivals and fan engagement.”

Vatom’s Web3 platform technology will be integrated into Elrow’s portfolio, with activations expected throughout the year at events in Ibiza, London, Amsterdam, Croatia, New York and San Francisco.

“Given Elrow’s status as a global powerhouse of music experiences, we felt they were the perfect partner to embrace Web3 innovations and further-scale Vatom’s metaverse platform internationally,” adds Eric Pulier, founder and CEO of Vatom. “Not only will our newfound presence in Europe allow us to create more innovative, interconnected, and rewarding experiences for Elrow attendees, but it will enable other global brands the ability to easily create and interact with their consumers in more immersive ways.”

 


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