The use of NFTs to offer rewards, points, and more is often seen as a sign of changing the relationship between artists and fans and forging a new line between physical and digital experiences.
Earlier in June, British pop star and former One Direction member Harry Styles played a concert at Slane Castle in Ireland. Using the official event app EVNTZ, fans set up a self-custody type digital wallet that can store future blockchain-based benefits and points. Created in partnership with Web3 infrastructure company Co:Create, EVNTZ connects via an API with Polygon, known as Ethereum’s Layer 2 chain.
EVNTZ founder Kim O’Callaghan told CoinDesk that out of nearly 80,000 fans who attended, 5,000 opened wallets through the app and experienced over 100,000 unique interactions. rice field.
Empowering true ownership for music fans.
Starting with @Harry_Styles https://t.co/q5AeHF8FCU
— Polygon (Labs) (@0xPolygonLabs) June 26, 2023
O’Callaghan said the app served as a one-stop service for fans who attended the concert. Through the app, it became possible to book transportation, post photos on social media, and purchase goods. Additionally, O’Callaghan revealed plans for in-app rewards to engage with the fan community.
“The EVNTZ team is looking into various perks and point features that Web3 will enable, which will empower the next generation of music fans. Our goal is to respond to fan loyalty, To meet the rising expectations, the fans deserve a purely amazing experience.”
The app will be made available to other artists in 2024. It is said that it is designed so that even those who have never used blockchain can use it without being conscious of it.
Through the app’s user interface (UI), brands can offer rich experiences “without having to figure out how to deploy Web3 or smart contracts,” O’Callaghan said.
“From the fan’s perspective, Web3 elements such as wallet opening, seed phrases, and transaction fee payments are all hidden under the UI to provide an optimized user experience.”
A new relationship between artists and fans
In O’Callaghan’s opinion, the event industry creates a disconnect with fans, who are inherently unrewarded for their dedication to an artist. He said blockchain-based benefits and experiences will help open up new relationships between artists and fans.
“By leveraging Web3, we can create an entertaining and gamified experience that strengthens community loyalty and rewards fans with rewards and points. are recognized, rewards and points are earned, and everything the fans experience at the concert becomes an integrated, gamified, and comprehensive experience.”
Co:Create CEO Tara Fung said bringing these experiences on-chain provides transparency and makes it easier for brands and fans to connect. He also pointed out that fans can use blockchain tools to influence the brand’s direction while earning perks and points at the same time.
“Blockchain allows us to know who is participating in similar experiences in order to earn rewards and points, whether in real life or online, at a specific moment, before or after. We are committed to finding people who are creating great experiences for their communities, focusing on community-driven brands and helping them achieve that vision.”
As Web3 critics struggle to define utility, blockchain-powered ticketing, loyalty and membership initiatives are on the rise.
In March, Polygon partnered with SaaS giant Salesforce to help customers develop Web3 loyalty programs.
｜Translation: CoinDesk JAPAN
｜Editing: Takayuki Masuda
| Image: Harry Styles (Shutterstock)
｜ Original: Harry Styles Concert App Takes Fans in More Than One Direction With Blockchain Rewards