How NFTs Took Over the Grammys

NFTs have formally hit the music mainstream. 

First, we noticed the announcement of Coachella’s debut NFT drop in February. A month later, we noticed a number of NFT experiences hosted at SXSW, together with a 64-artist NFT gallery and naturally, Doodles.

Now, we’ve simply seen NFTs represented on the music trade’s most prestigious awards present: the Grammys. In a current announcement by the Recording Academy, Tezos-based NFT platform OneOf was revealed because the Grammys’ official NFT companion. That is simply the primary part of the Recording Academy’s three-year plan to combine NFTs into the general Grammy expertise. 

NFTs even acquired some primetime airtime in the course of the telecast when host Trevor Noah referenced Bored Ape Yacht Membership as he joked about how touring was impacted by the pandemic: “You realize it’s been tough when your favourite artists go from attempting to promote you music to attempting to promote you footage of digital monkeys.”

Right here’s our recap of all of the NFT-related motion from a wild Grammys weekend in Las Vegas.

The Lead As much as the Grammys

The Recording Academy introduced its partnership with OneOf a month upfront, with the disclosing of an unique NFT assortment in early March. This assortment was headlined by critically-acclaimed high-quality artist ThankYouX, 3D animator and Grownup Swim contributor Andre Oshea, and Emmy-winner Emonee LaRussa.

Every artist noticed featured drops on OneOf’s official web site, starting with LaRussa’s assortment on March fifteenth, Oshea’s assortment on the twenty second, and ending with ThankYouX’s assortment on the twenty eighth. The latter featured the Grammys’ signature gramophone immersed within the otherworldly 3D paintwork that ThankYouX is thought for.

“If it ain’t broke, why repair it?” explains ThankYouX. “We determined nicely, why recreate the Grammy? Let’s use my artwork and overlay it as an alternative. So what you see is the official totally 3D render of the Grammy overlayed with my artwork after which the one-of-one that you could get is a number of layers. I believe that that simply form of speaks extra to my NFT facet of issues and a few converse to artwork music, tech. So there’s all these completely different layers which can be being proven as you go.”

Patrons from these collections had been handled to as much as 51 distinctive NFTs with their buy, in addition to VIP entry to a number of unique occasions on the Grammys.

The disclosing of those collections was additionally accompanied by an announcement by OneOf that every NFT purchaser had an opportunity to win a golden ticket – an all-expenses-paid journey to the Grammys on April third.

“The Recording Academy and the Grammys is probably the most vital establishment within the music trade that brings assist, training, and consciousness to all artists, and it’s essential that OneOf companions with the Academy and the Grammys not just for this yr, however for a number of years to deliver NFT training to all artists and followers,” says Lin Dai, co-founder and CEO of OneOf.

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Andre Oshea on the OneOf Grammys Afterparty. Courtesy of OneOf.

On the eve of the Grammys, OneOf hosted a reception at Resorts World Las Vegas with rapper G-Eazy who is ready to drop his personal NFT mission entitled “The Geralds” on the platform. In an interview with nft now, G-Eazy defined that he has been curious concerning the NFT house for some time however wished to be taught as a lot as he might earlier than taking the plunge and launching his personal mission: “You may’t discuss to a tradition you don’t belong to.”

“On the finish of the day, that is one other artwork kind, one other approach of expressing your self, one other approach of connecting,” G-Eazy says. “I’m the son of two visible artists. I grew up in museums and galleries. Music is my medium but it surely’s all interconnected.”

NFTs on the Grammys

On music’s largest evening, ThankYouX, Andre Oshea, and Emonee LaRussa walked their first Grammys pink carpet, mingled with the celebrities, and opined on how a lot the second meant for the NFT house.

“It’s an actual huge full-circle second,” explains Oshea. “For a very long time in my profession, I really spent it making music with the artistic aim of successful a Grammy. When the chance offered itself, I felt like this was the equal for me.”

For ThankYouX, the Grammys collaboration was the end result of years spent working within the music house as his profession progressed from avenue artwork to high-quality artwork to NFTs – from DJing and designing merchandise for A-list artists to constructing a collector base that features musicians like Paul McCartney.

“The Grammys are one of the crucial iconic logos and awards that you could acknowledge,” he mentioned. I felt prefer it was an honor. That is my first official model collaboration that I’ve executed in NFT house, so I felt like this was the one which made sense.”

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Emonee LaRussa on the OneOf Grammys Afterparty. Courtesy of OneOf.

LaRussa introduced her mom as her date to the awards ceremony and described the NFT that she contributed to the mission as one in every of her “proudest items up to now.”

“How might I really feel something aside from superb? That is dope,” she gushed. “That is my dream. As a child, I at all times wished to be within the music trade, however I can’t sing. I’m not musically gifted in any respect, so making artwork was my strategy to get in, and the truth that I’ve been within the music trade for years… it simply appeared like this unattainable aim.”

At OneOf’s Grammy afterparty at Hakkasan, NFTs continued to be the recent matter of dialog. VIPs wore badges adorned with QR codes that allowed them to assert free NFTs. Brazilian pop star Anitta and British group Jungle carried out whereas celebrities like Mike Tyson loved the ambiance. 

All in all, the stage was set for NFTs to proceed their crossover into mainstream music tradition when the Grammys return to their common house — the newly rechristened Area — in Los Angeles subsequent yr. Coming into the second yr of their three-year partnership, OneOf can even be there to assist unfold the phrase.

“The Grammys partnership and the Grammys NFT assortment has already pushed a large quantity of latest customers from world wide to our platform,” says Dai. “We’re excited to construct on this basis for years to come back.”

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