音乐现场的未来将被NFT门票主宰？

Posted 2023-03-30 Hubbleverse

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在过去十年的大部分时间里，音乐会和音乐节的观众已经放弃了墨水和纸张，而是转向手机上的电子门票。随着票据从纸质到PDF以及数字凭证时代的转变，后疫情时代的演出已经通过一种令人震撼的方式，开启了现场演出的新时代——你猜对了——就是通过NFT。

For the better part of a decade, concert and festival goers have foregone ink and paper in favor of storing their event tickets on their phones. As ticketing has transitioned from paper to PDF and the age of digital credentials, a new wave of post-pandemic performances has started to shake up the live-event ecosystem via — you guessed it — NFTs.

虽然看起来好像数字艺术和头像NFT是NFT唯一具有长效性的使用案例，但事实并非如此。事实上，NFT的使用方式远比它们目前呈现的使用方式多得多。在NFT历史中有一个常常被忽视的用例，那就是不可伪造的票据。

在Bored Apes（无聊猿）让创意世界陷入混乱的几年前，首次推出的代币化音乐会和音乐节通行证是NFT市场中一个有趣但未得到充分发展的方面。然而，随着“不可替代”这个特别的领域的不断发展，各种各样的进步和创新诞生了，NFT票据作为一个有前途的竞争者重新出现在现实世界的NFT效用竞争中。

但是，NFT票据市场的状况如何，这一新兴技术要如何才能成为普遍现象？Hubbleverse带你一探究竟！

Although it can sometimes seem like digital art and avatar NFTs are the only use cases for NFTs that have longevity, this just isn’t so. The truth is that NFTs can be used in far more ways than they currently are. And one use case from NFT history that generally goes overlooked is nonfungible ticketing.

First introduced years before Bored Apes sent the creative world into a tizzy — tokenized concert and festival passes have remained an interesting yet underdeveloped facet of the NFT market. Yet as the weird wide world of nonfungibles continues to grow, giving birth to a wide variety of advancements and innovation, NFT ticketing has reemerged as a promising contender in the race for real-world NFT utility.

But what is the state of the NFT ticket market, and what will it take for this burgeoning technology to become commonplace? Let’s explore.

什么是NFT票据？

NFT票据就是字面上的意思：以NFT形式存在于区块链上的门票，作为任何现场（甚至是虚拟）活动的通行证。这与数字门票有什么不同？区块链的支持使NFT门票与基于条形码或二维码的门票截然不同。

使用NFT门票，门票发行者和接收者可以通过多种方式受益。发行人可以将区块链作为账本，更深入地记录出席人数，同时通过NFT以一种创新的方式与持票人互动。

发行者可以通过整理与特定NFT票持有者相关的数据，发送通知、分发惊喜赠品、创建代币网站和服务等等。

同样，NFT门票持有者收到的不只是一张活动的门票，而是一份不可改变的、可互动的数字资产，凭此进入一个演出或音乐节。这些门票还授予持有者独家体验的权利，包括仅由类似NFT门票持有人组成的粉丝俱乐部。

OpenSea首席执行官被问及Web3.0用例的问题。

“凭什么让我选择一个NFT作为音乐会门票？”

他解释道，NFT使OpenSea像StubHub一样，但比这更好，因为区块链/DeFi使你可以用你的音乐会门票作为抵押品进行贷款。

NFT门票是现有的、强大的音乐会、音乐节、会议和其他现场活动网络的一个新延伸。设想一下，在一个亲身参与的元宇宙活动中，门票的福利活动比比皆是：例如，为持有者提供的类似PFP的福利添加到涉及音乐家、音乐节、夜总会等的现有体验中。

What is NFT ticketing?

NFT ticketing is precisely what it sounds like: tickets in the form of an NFT living on a blockchain that act as access passes for any live (or even virtual) event. How is this different than digital tickets? The blockchain factor really sets NFT tickets apart from their barcode or QR code-based counterparts.

With NFT tickets, ticket issuers and recipients can benefit in several ways. Issuers can keep a more in-depth record of attendance numbers by utilizing the blockchain as a ledger, while simultaneously interacting with ticket holders in a new and innovative way via NFTs.

Issuers can send out notices, host surprise giveaways, create token-gated sites and services, and more simply by collating data associated with holders of a specific NFT ticket.

Similarly, NFT ticket holders don’t simply receive a ticket to an event, but an immutable and often interactive digital asset that grants their entry into a show or festival. These tickets also grant holders access to exclusive experiences, including fan clubs made up only of holders of similar NFT tickets.

OpenSea CEO was asked the Web3 use case question:

"Why would I want an NFT as a concert ticket?"

He explains that NFTs make OpenSea like StubHub, but better, because the blockchain / DeFi enables you to take out a loan using your concert ticket as collateral.

NFT tickets are a new extension of an existing and robust network of concerts, festivals, conferences, and other live events. Imagine tickets to a metaverse of in-person events, where offers abound: for example, a PFP-like perk to holders added to the existing experience involving a musician, music festival, nightclub, etc.

http://t.csdn.cn/eJc9w

谁在使用NFT票据？

区块链驱动的活动在2021年和2022年声名狼藉，NFT票据虽然是一个大众不太熟悉的概念，但它已经存在多年了。2018年，超级明星制作人/DJ和区块链音乐先锋3LAU开始通过他的单日音乐会Our Music Festival为区块链驱动的活动奠定基础。然而，音乐节本身并没有为参与者实施NFT票据——考虑到当时大众缺乏对NFT和软件钱包的接触，这可能无论如何都会很困难。因此，3LAU和co.创造了一个代币化的体验，让音乐节的参与者可以积累代币，这些代币可以在活动期间重新用于现实世界的购买。

Who is using NFT ticketing?

Blockchain-powered events gained notoriety in 2021 and 2022, but NFT ticketing, while less familiar as a concept, has been around for years. In 2018, superstar producer/DJ and blockchain music pioneer 3LAU set out to help lay the groundwork for blockchain-powered events with his single-day concert, Our Music Festival. However, the festival itself didn’t implement NFT ticketing for attendees — which likely would’ve been difficult anyways, considering the lack of exposure to NFTs and software wallets at the time. So 3LAU and co. created a tokenized experience that allowed festival goers to accrue tokens that could reimplemented for real-world purchases while at the event.

初创公司
 

早期，有两个关于NFT的主要价值主张被提出。首先，它们可能会提供一种更强大且可验证的身份形式来与票据联系起来，从而有效减少黄牛和机器人活动。其次，NFT可以为参与者创造一个直接的再营销渠道，并在活动结束后保持社区参与（如上一段所述）。

像GUTS Tickets这样的初创公司开始致力于构建NFT技术，通过将门票与个人钱包或身份绑定来遏制黄牛，同时让艺术家从二级市场的收入中分得一杯羹。然而，像GUTS这样的组织还远远没有成为主流，所以从2020年开始，区块链票据发展的重担似乎落在了音乐节和艺术家们肩上。

Startups

Early on, two primary value propositions were set forth for NFTs. The first was that they could potentially provide a more robust and verifiable form of identity to link with tickets, effectively reducing scalping and bot activity. Secondly, NFTs could create a direct channel for attendees to remarket, and maintain community engagement after an event (as mentioned in the previous section).

Startups like GUTS Tickets began working on building NFT technology to curb scalping by tying a ticket to a person’s wallet or identity, while simultaneously giving artists a cut of secondary market revenue. Yet, organizations like GUTS are still far from becoming mainstream, so from 2020 on, blockchain ticketing efforts seemed to become localized efforts from festivals and artists.

http://t.csdn.cn/cdrkW

音乐节

科切拉音乐节有可能是这些更加本地化的努力中最值得注意的。通过Coachella Collectible NFT，AEG Worldwide为NFT的使用情况提供了一个新的案例，既是纪念品又是终身通行证。

尽管科切拉音乐节系列收到的评价褒贬不一，但它为其他音乐节，如拉斯维加斯的Afterparty和瑞典音乐节Way Out West，开启了一个努力的方向。

Festivals

Coachella is potentially the most notable of these more localized efforts. With Coachella Collectible NFTs, AEG Worldwide presented a novel case for NFTs use cases as both memorabilia and lifetime passes.

Although the Coachella collection received mixed reviews, it opened the door for others, like Las Vegas’ Afterparty, and Swedish music festival Way Out West, to launch endeavors of their own.

艺术家
 

除了大规模的努力，独立音乐家和艺术家们也在寻找方法，将NFT票据添加到他们的巡演和演出中。NFT正在迅速成为一个突出的音乐产业部门，许多艺术家推出NFT和区块链，回馈努力支持他们的粉丝群。

最近，流行艺术家Pip凭借作为独立众筹活动的一部分推出的Cotton Candy NFT引起了轰动。这个系列的NFT有三个不同的层级，本质上是为了充当一组NFT后台通行证而创建的。

购买Cotton Candy NFT后，持有者可以进入一个会员制的平台，享受的福利延伸到现实生活中的激励措施，包括终身免费进入Pip的所有主打音乐会。 虽然这种类型的系统反映了大型音乐节所使用的系统，但它存在于一个更小和更人性化的层面。正因为如此，这些投送的频率和受欢迎程度越来越高，其他艺术家，如The Cool Kids、Steve Aoki等，为拥有NFT的人提供免费进入他们的音乐会。

Artists

Beyond large-scale efforts, independent musicians and artists are also finding ways to implement NFT ticketing into their tours and shows. NFTs are quickly becoming a prominent music industry sector, with many artists launching NFT and blockchain endeavors to bolster their fanbases.

Recently, pop artist Pip made a splash with his Cotton Candy NFTs, which were launched as part of an independent crowdfunding campaign. The collection, which featured NFTs available in three separate tiers, was essentially created to act as a set of NFT backstage passes.

Upon purchasing a Cotton Candy NFT, holders gained the ability to enter a member-only platform, with perks extending outward to real-life incentives, including free entry to all of Pip’s headlining concerts for life. While this type of system mirrors those used in major festivals, it exists on a much smaller and more personable level. Because of this, these drops are increasing in frequency and popularity, leading other artists like The Cool Kids, Steve Aoki, and more to offer free entry into their concerts for those who own their NFTs.

 

无论你是艺术家、组织者还是音乐会的观众，音乐NFT都将对你与大家还有整个行业的互动产生积极影响。如果你以前所有的门票都可以一直保存在你的数字钱包里，那不是很有趣吗？

Web 3.0就是由你、我、大家创造的，所以如果你喜欢这篇文章，请点赞、请关注、请分享！美好的未来就在我们手中！

Whether you are an artist, organizer or just a concertgoer, music NFTs are going to have a positive impact on your interaction with others and the industry as a whole. Wouldn’t it be fun if all your previous tickets were still in your digital wallet? 

Web 3.0 is created by people like you and me so if you enjoy the article, please like, subscribe and share. The future is bright!