Hugh Jackman joins NFT trend with elevating for Aussie music market

Hugh Jackman joins NFT trend with elevating for Aussie music market

An Australian-started eco-helpful NFT songs marketplace has lifted $6 million in funding from the likes of actor Hugh Jackman and musician Bernard Fanning with a goal of receiving artists onboard the emerging – but contentious – NFT area.

Established by Max Shand, a undertaking capitalist, audio author and the initially personnel at tech large Afterpay, Serenade delivers artists a way to create constrained-run ‘digital pressings’ of their albums as non-fungible tokens (NFTs), which fans can then invest in along with various other digital collectibles.

Serenade founder Max Shand states he is mindful of the adverse notion of NFTs inside of the music business.Credit score:Rhett Wyman

“The sale of that electronic pressing offers you a direct new revenue stream from admirers and a romance to your superfans that you can create in excess of time. It also enables artists to do matters that have been either too expensive – these kinds of as a box set – or just not possible,” Shand told The Age and The Sydney Morning Herald.

Serenade has also been permitted in the United kingdom and in Australia to be the to start with chart-accredited NFT platform, which means profits of digital pressings on the system will count in direction of artists’ ranking on the charts.

“It matches neatly into your launch cycle as an artist, so when you release your album on Spotify, you also launch your file, you also release your Serenade digital urgent,” he said.


So much, the business enterprise has attracted notable nearby acts this sort of as Self-confidence Guy, Shopper Liaison and The Kooks. Nevertheless, Shand acknowledges the scepticism inside the broader tunes neighborhood in excess of the use of NFTs, with lots of artists questioning if the technological innovation is a rip-off, and increasing worries in excess of its environmental impression.

Shand stated the business was functioning challenging to counter these perceptions, noting that Serenade operates on the layer two Ethereum network Polygon, which is less carbon-intense than its crypto friends.

“You would have to make 197,000 Serenade NFTs to equal the carbon footprint of a solitary 12-inch vinyl,” he said. He’s also aware of not showing up also a lot like “tech bros imposing ourselves on an industry”, opting to alternatively try and work carefully with artists fascinated in joining the platform.

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