The rise of non-fungible tokens (NFTs) has opened the door to new possibilities in the world of live events, and Ticketmaster is eager to lead the charge. On Monday, the ticket sales giant announced a new feature that grants artists the ability to provide special access to events for NFT holders. These “token-gated ticket sales” are compatible with Ethereum-based tokens stored in digital wallets such as MetaMask or Coinbase, according to Ticketmaster’s statement.
Heavy metal band Avenged Sevenfold (A7X) was the first to request the feature as a way to reward holders of its Deathbats Club NFT collection, launched in late 2021. The rewards for NFT holders can range from presale access to specific seats or custom travel packages, all at the discretion of the artist.
This innovation, first reported by Decrypt, empowers artists to create a more personalized and rewarding experience for their fans. David Marcus, Ticketmaster’s executive vice president of global music, said in a statement that artists like Avenged Sevenfold are using Web3 and NFTs to build deeper relationships with their fans. Ticketmaster, he added, is proud to help foster that connection through live events.
M. Shadows, A7X’s lead singer, praised the new feature on Twitter, saying that Deathbats NFT holders “had the easiest experience I’ve ever seen for buying tickets.” He expressed hope that more bands would follow suit and adopt the NFT-based ticketing approach.
The launch of this feature comes after Ticketmaster introduced an offering last August, aiming to give sellers on its platform the ability to issue NFTs before, during, or after events. By that time, the company had already minted more than 5 million NFTs on the Flow blockchain, as reported by Dapper Labs in a blog post. Dapper Labs, the creator of CryptoKitties and NBA Top Shot, developed the Flow blockchain in 2019.
Ticketmaster also leveraged the Flow blockchain to distribute over 70,000 commemorative ticket NFTs at Super Bowl LVI in 2022. As the use cases for NFT technology continue to expand, Ticketmaster’s token-gated ticket sales are paving the way for a new era in live events—one where the bond between artists and fans is strengthened, and experiences are tailored to reward loyal supporters.