Lead vocalist M. Shadows discusses why the band is embracing blockchain technology
Avenged Sevenfold is venturing into the blockchain world, using Berify’s authentication technology and Bitflips’ expertise as well as a collaboration with Ticketmaster. The band’s members hope to become trailblazers at the intersection of music, blockchain and fan engagement.
Avenged Sevenfold has minted a staggering one million NFTs for their alternate reality game (ARG) and “Life is But a Dream…” album announcement and single release. The initiative included the airdrop of over 335,000 Ticketmaster digital collectibles and the creation of over 215,000 merchandise digital collectibles, which are all part of a unique rewards program for the band’s dedicated fanbase.
Known by his stage name M. Shadows, the band’s lead vocalist has made a significant impact on the music scene since the ‘90s and has been immersed in the world of blockchain technology since 2016. He began acquiring Bitcoin and Ethereum tokens on Coinbase, which led him to the realm of NFTs through communities like CryptoPunks, Bored Ape Yacht Club, Art Blocks and others.
Recognizing the potential for blockchain-based authentication and rewards, Shadows spearheaded the creation of The Deathbats Club, an NFT collection serving as the first-of-its-kind blockchain-based fan club that seamlessly integrates with the band’s established fan base. In total, the club has 10,000 memberships.
Shadows’ inspiration for embracing blockchain technology stems from its potential to streamline the complex web of data streams in the music business. “The technology provides a comprehensive scorecard for fan engagement, fostering a more connected and rewarding collective ecosystem,” Shadows says.
Avenged Sevenfold’s journey into blockchain has not been without challenges. Band members encountered the hurdles of educating fans and combating negative press about crypto and NFTs. To overcome this, they prioritized education by offering assistance through Discord (on which there are nearly 50,000 users) and creating informative videos. The collaboration with Bitflips, a tech team with a cybersecurity background, ensures the necessary protection and support for the band’s endeavors.
The integration of Berify’s technology allows them to authenticate and reward fans for various purchases, including SCUF video gaming controllers to concert tickets and tour merchandise. Token-gated ticketing with Ticketmaster, which gives top fans exclusive access to the best tickets first and offers scannable merchandise for authentication, further showcases the band’s commitment to pioneering new fan experiences.
“Fans really just want experiences that allow them to be close to the artist, whether through meet and greets, pit concert tickets, access to intimate events and parties, signed merchandise, etc.,” Shadows says. “The digital collectible rewards program as well as Berify’s golden ticket redemption program allows for those opportunities to be achieved.”
The future most likely holds a reality where all merchandise is scannable and more artists’ fan clubs and communities reside on the blockchain, according to Shadows. The band anticipates major music names recognizing the benefits and joining this transformative movement. “The band’s goal is to lead by example and demonstrate that blockchain technology extends beyond digital art, promising tangible improvements in fans’ lives within the complex music industry,” the vocalist says.
Avenged Sevenfold, alongside Berify and Ticketmaster, is at the forefront of revolutionizing how artists engage with their fans. “Our band’s monumental venture not only illustrates the benefits of blockchain technology but invites industry leaders and enthusiasts to explore the endless possibilities of the transformative intersection of music and blockchain,” Shadows shares.
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