Ticketmaster Goes Live With NFT-gated Features
Ticketmaster has launched a feature that allows artists to grant NFT owners special access to events, marking another use case for the evolving technology powering digital collectibles. The new feature, which was piloted by heavy metal band Avenged Sevenfold, allows artists to grant NFT owners priority ticket access, including presale access, specific seats, or custom travel packages – at the discretion of the artist.
Ticketmaster announced that such “token-gated ticket sales” are compatible with Ethereum-minted tokens stored in digital wallets, including MetaMask or Coinbase. Avenged Sevenfold first requested the tool to reward holders of its Deathbats Club NFT collection, which was launched in 2021.
The new feature allows artists to get special access and rewards to specific fans they want to super-serve, according to David Marcus, Ticketmaster’s executive vice president of global music. Ticketmaster had already minted more than 5 million NFTs on the Flow blockchain, and it utilized Flow to distribute more than 70,000 commemorative ticket NFTs at Super Bowl LVI in 2022.
Avenged Sevenfold and Token-Gated Sales
Avenged Sevenfold’s Deathbats Club Ethereum NFT collection was the first to be eligible for token-gated sales, allowing fans to get priority access to tickets and reserved seating with no queues. The ticketing giant has rolled out crypto wallet integration for Avenged Sevenfold’s upcoming tour, allowing NFT holders from the heavy metal band’s fan club, Death Bats Club, to get priority access to tickets and reserved seating.
Yes, we have integrated @DeathbatsClub into @Ticketmaster assuring that fans get the best tickets at the best prices without Bots, scalpers and long wait times. More info to come but there is 3 hours left. So if you have a Deathbat head here… https://t.co/lB8hlLCkkF— M. Shadows (@shadows_eth) March 15, 2023
The feature was developed in partnership with the band and its Web3 team, Bitflips, which creates artist-centric NFT projects. Sanders told Decrypt that he first connected with David Marcus at last year’s NFT LA conference and that the discussion led to the creation of the token-gating feature. The launch follows Ticketmaster’s introduction of an offering last August that was aimed to give sellers on its platform the ability to issue NFTs before, during, or after events. Ticketmaster had already minted more than 5 million NFTs on the Flow blockchain. Token-gated sales are currently compatible with tokens minted on Ethereum and stored in Dapp wallets, such as MetaMask or Coinbase.
The Future of NFT-gated Features
Token-gated ticket sales are available as part of Ticketmaster’s expanding Web3 services and other features that help artists set their own terms on how tickets get to fans. Any artist who is minting their own NFTs or partnering with another independent community can explore token-gated ticketing now.
Token-gated ticketing is the latest mainstream Web3 wallet integration, after Spotify recently launched token-gated playlists as a pilot feature with several NFT projects including KINGSHIP and Overlord. The Web3 fan club model has emerged as a resilient use-case for blockchain technology even as the hype around NFT trading fades.
Artists such as The Chainsmokers, Steve Aoki, and Portugal. Ticketmaster allows artists to find token-gated communities that will be used as a way to engage more closely with their biggest fans and deliver exclusive perks and content. This trend has also extended beyond music, with sports teams and leagues, fashion brands, and even social media influencers creating their own token-gated communities.
One notable example is the Sacramento Kings, who launched the NBA’s first blockchain-based rewards program in 2019. Fans can earn points by attending games, buying merchandise, and engaging with the team on social media, which can be redeemed for prizes such as VIP experiences and memorabilia. Fashion brand Rarible has also launched a token-gated community called “RARI Club” that offers members access to exclusive drops and events, as well as a say in the brand’s decision-making process.
Social media influencers such as Logan Paul and Jake Paul have also entered the NFT space, creating their own collections and using them to offer exclusive perks and experiences to their fans.
Overall, the use of NFTs and token-gated communities is becoming more prevalent across a range of industries, as brands and creators look for new ways to engage with their audiences and offer unique experiences. As more companies and artists explore this space, it will be interesting to see how the technology continues to evolve and what new use cases will emerge.