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Warner plans to “imprint shared memories as NFTs” in partnership with $10M-backed Web3 startup POAP.

Warner Music Group has struck another deal in the burgeoning NFT sector.

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The major says its first-ever partnership is with Web3 startup POAP Inc.

POAP, short for Proof of Attendance Protocol, recently raised $10 million, led by Archetype and Sapphire Sport.

According to a media statement, the deal will see Warner and POAP “shape shared memories as NFTs,” with collectors receiving authenticated digital proof that they attended an event or were part of a specific experience.

WMG says that owning a so-called “POAP” can also grant collectors access to the issuer’s future rewards, such as B. Airdrops, raffles, private chat rooms, exclusive content and more.

Atlantic Records rapper Kevin Gates will be incorporating POAPs into his Khaza tour and making one available to fans attending his upcoming sold-out show at Red Rocks Amphitheater on April 16th.

Oliver Tree, also an Atlantic Records artist, was the first WMG artist to use the technology by offering a POAP to fans attending a pop-up event to celebrate the launch of his latest album, Cowboy Tears .

According to WMG, over 4.5 million POAPs have been issued to over half a million collectors to date.

The company has previously worked with companies such as adidas, Budweiser, Coach, TIME Magazine, Lollapalooza, FOX, the US Open and others.

“The bridges POAPs create between our digital identities and our physical lives provide a tangible layer to our experiences and memories.”

Oana Ruxandra, WMG

“The bridges POAPs create between our digital identities and our physical lives provide a tangible layer to our experiences and memories,” said Oana Ruxandra, Chief Digital Officer & EVP, Business Development, WMG.

“Music has always been highly contextual: who we are and what we do affects how we perceive a record. POAPs offer artists and fans new ways to capture moments together forever.

“We very much look forward to working with the POAP team as we continue to research and innovate.”

“The team is incredibly excited to be working with POAP to continue creating unique opportunities for our artists to be more closely connected to their communities.”

Joe Khoury, Atlantic Records

Joe Khoury, VP of A&R and Marketing, Atlantic Records, said: “From Oliver Tree’s Cowboy Tears album launch event to Kevin Gates’ headlining show at Red Rocks, POAPs allow us to commemorate those special moments and give loyal fans the opportunity to give them experiences to relive while being rewarded for being a supporter of their favorite artists.

“The team is incredibly excited to be working with POAP to continue creating unique opportunities for our artists to be more closely connected to their communities.”

“POAPs are a game changer for artists who want to connect directly with their fans.”

Isabel Gonzalez, POAP

POAP COO Isabel Gonzalez added, “POAPs are changing the game for artists who want to connect directly with their fans.

“Dropping a POAP offers artists a fun way to celebrate a show that is far more permanent than a ticket stub. Memorabilia is much harder to lose when it’s imprinted on a blockchain — and once artists are ready to delve deep into the potential of Web3 technologies, POAPs let their fans share that journey.

“We’re incredibly excited to support WMG and its partners in looking at the relationship between creators and their fans in a new way.”

“I can’t wait for everyone to grab their POAPs so we can cherish this experience forever.”

Kevin Gates

Gates said, “Anytime we can bring something new, special, organic and sentimental to our extended family, I’m in it.

“This will be our first performance at Red Rocks Amphitheater. Nervous, excited but ready. It was a long time coming.

“Can’t wait for everyone to grab their POAPs so we can cherish this experience forever. It’s going to be a special night and we can’t wait to see everyone there.”


Elsewhere in the blockchain world, Warner Music Group recently partnered with New York-based digital collectibles platform Blockparty, marking the company’s first partnership with a major label.

In January, WMG entered into a strategic partnership with virtual gaming world The Sandbox, which according to WMG marks their “first entry into the NFT metaverse realm”.

In February, WMG partnered with blockchain gaming developer Splinterlands.

In September 2019, it joined a $11 million investment round in blockchain firm Dapper Labs.

WMG also entered into an NFT-related global partnership with Genies in April last year.music business worldwide

https://www.musicbusinessworldwide.com/warner-to-mint-shared-memories-as-nfts-in-partnership-with-10m-backed-web3-startup-poap/ Warner plans to “imprint shared memories as NFTs” in partnership with $10M-backed Web3 startup POAP.

Fry Electronics Team

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