Spotify is dipping a toe into the NFT space, via token-gated playlists starting with Universal’s virtual band Kingship
A year ago, Spotify was reported by The Financial Times to plan to somehow incorporate NFTs into the service.
At the time, the platform was also hiring for roles requiring Web3 expertise, hinting at possible ambitions to begin taking its first steps in the world of NFTs, blockchain technology, crypto and the metaverse.
In the last week, these ambitions have been realized, via a new pilot around the first ever NFT gated playlists.
NFT band and brand KINGSHIP, launched by Universal Music Group as a virtual band of cartoon monkeys through Web3 label 22:22 in late 2021, announced in a series of tweets on Wednesday (February 22) that it is teaming up with Spotify on a token-enabled playlist.
According to one of the tweets, this is a special curated playlist exclusively for KINGSHIP Key Card (NFT) holders”.
The pilot is currently available to Android users in the US, UK, Germany, Australia and New Zealand. The token-enabled feature works by clicking on links shared on KINGSHIP’s official Discord and Twitter accounts.
To unlock KINGSHIP’s exclusive playlist, which was curated exclusively for KINGSHIP holders, users need to link their crypto wallets with KINGSHIP Key Card NFT.
“We’re about unlocking real value for our community and pushing the boundaries of music and blockchain, and having our holders at the forefront of this space.”
Kingdom
KINGSHIP described the Spotify integration as “a special moment.”
“We’re about unlocking real value for our community and pushing the boundaries of music and blockchain, and having our holders at the forefront of this space.”
MBW understands that 22:22 seeks to be at the forefront of token-enabled commerce and increase engagement with KINGSHIP Key Card holders, while unlocking more value for the KINGSHIP community through music.
Back in August, 22:22 partnered with M&M’s parent company Mars to launch limited-edition boxes of candy featuring virtual band KINGSHIP’s branding.
KINGSHIP, built on the Ethereum blockchain, describes itself as “the first supergroup of monkeys signed to a major label.” The group consists of four rare characters from the Bored Ape Yacht Club including three rare Bored Apes and one Mutant Ape.
Last year, 22:22 bought a Bored Ape NFT for $350,000 to act as the band’s “manager.” The label then filed a series of trademark applications for the ‘Manager Noët All’ NFT that also hinted at crypto and commodity plans.
On OpenSea, there are 5,000 access-enabled keycards that unlock the KINGSHIP world, which sold out in July 2022, eight months since KINGSHIP’s launch.
Formed in November 2021 by 22:22 founder Celine Joshua, KINGSHIP gave Bored Ape and Mutant owners access to all KINGSHIP NFTs, experiences and narrative selection.
“Creating KINGSHIP has been incredibly fun and imaginative. I started 22:22 to push the boundaries of innovation in the music industry, and with KINGSHIP we’re literally reinventing what’s possible in real time, Joshua said at the time.
“Through music and events across the metaverse, we will bring the Monkeys of KINGSHIP to life by building community and utility, and entertaining audiences worldwide.”
The KINGSHIP brand is just one of UMG’s many Web3 and NFT ventures as the integration of the crypto world into the music industry continues to gain ground.
Just a month after KINGSHIP’s launch, UMG revealed plans to develop “virtual identities” and NFTs for its artists in partnership with avatar technology firm Genies.
And last year, UMG partnered with digital collectibles company Curio, backed by Marc Geiger, former Global Head of Music at William Morris Endeavour, to develop NFTs for its global artists and labels.
Coindesk, reported last week that in addition to Kingship, NFT communities such as Overlord and Moonbirds are also participating in the playlist pilot.Music business worldwide
