The Web3 realm has become an exciting new territory for artists and creators to revolutionize the way they share content with their fans and community. From tokenizing their art for exclusivity to using this technology to reward their loyal fans, artists are embracing Web3 tools like non-fungible tokens (NFTs) and the metaverse to connect with their audience.
While the crypto social media scene is abuzz with discussions about the latest trends, it can sometimes feel like an echo chamber of industry enthusiasts promoting various projects. However, when artists who are not native to this space use Web3 tools to engage with their non-Web3-native fans, it opens up new possibilities.
Cointelegraph spoke with several artists involved in initiatives led by Gala Music, a decentralized music streaming platform that operates on its own layer-1 blockchain. These artists are changing the way fans interact with the music they love. In June, Gala Music announced a significant partnership with American singer and rapper Anderson .Paak and renowned producer Knxwledge. They used the platform to provide fans with eight-week access to exclusive remixed music, Gala Music tokens, and opportunities to win signed memorabilia. Gala Music has also formed similar partnerships with major artists, including Snoop Dogg, a prominent supporter of the Web3 space.
Artists like Megadeth have previously used Web3 tools to create entire online worlds to engage with their community. Last year, the Megadeth community likened the Web3 community to a “virtual mosh pit” in all the right ways.
So, what do the artists themselves think about bringing their content into the next iteration of digital interactions? Jay Evan Jackson, also known as Laganja Estranja, a choreographer and drag queen famous for their appearance on RuPaul’s Drag Race, is one of the latest major artists to release new music with Gala. They mentioned that a long-time collaborator had introduced them to the space and highlighted the “immense success” with NFTs.
R&B and soul singer Macy Gray described this as an “exciting” new way for musicians to launch new music, especially since the advent of conventional music streaming has made such launches “drastically less lucrative.” She also expressed her joy in knowing that fans can profit from the songs they enjoy and the artists they follow. Snoop Dogg echoed this sentiment, emphasizing that not only do the fans enjoy the content, but artists also receive “direct feedback” from their community on the work they’re putting out.
Money-B, a legendary rapper from the funk and rap group Digital Underground, emphasized that these new ways of releasing content provide a direct way to interact with his “fans, gamers, and Web3 alike—communities to which I deeply belong.”
It is no surprise that many artists are finding new excitement and momentum within the innovative offerings that Web3 tools have to offer. In a previous interview, Harvey Mason Jr., the CEO of the Recording Academy, highlighted that music has always been at the forefront of adopting new technology to create. He emphasized that technological advancements have changed the way music is created and consumed, marking another advance in a long line of changes that have affected the music industry for creators since its inception.