American whiskey producer Jack Daniel’s has teamed up with Yahoo Creative Studios for a new non-fungible token game in Australia. The game involves augmented reality (AR), gift vouchers, collectible music from local bands, and even a trip for some lucky fans to visit the Jack Daniel’s distillery in Tennessee.
The experience lets users explore local areas to find AR crates filled with rewards. When users discover crates, they receive an NFT in their Jack Daniel’s custom digital wallet. The digital collectibles unlock exclusive content like songs, album covers and lyrics, and behind-the-scenes video from three top Australian bands — Stand Atlantic, Winston Surfshirt, and the Psychedelic Porn Crumpets.
The NFTs are minted on the Polygon blockchain and can then be transferred to secondary NFT marketplaces like OpenSea. There are 2,000 musical tracks that fans can discover.
Dimitra Tasopoulos, senior brand manager for Jack Daniel’s Family of Brands, said the AR game will engage users through mobile formats, Tik Tok, and Yahoo-owned brands. It will be advertised with strategically placed QR codes on billboards throughout five cities in Australia, focusing on areas where there is frequent live music and nightlife.
He also added that the project aims to tap into the feeling that fans used to get through album artwork, lyrics, and physical records — which has been largely lost to younger generations that rely on music streaming.
Jack Daniel’s and Yahoo Creative Studios are hoping that the combination of whiskey, music, NFTs, and exclusive rewards will catch users’ interest and potentially make the game as popular as Pokémon Go.
Music in Web3 Continues to Evolve
The new AR game from Jack Daniel’s and Yahoo Creative Studios is exciting, especially for fans of the bands that were chosen for the launch. But this is far from the first time we’ve seen NFTs and Web3 technologies used creatively in music. At Rarity Sniper, we’ve covered several stories about innovation in Web3 music. Here are some recent articles.
First, about a month ago, Spotify tested “token enabled playlists” that allow NFT holders to connect their crypto wallets to listen to curated music. Holders of popular NFT collections can access the new service, which be tested for three months.
Next, two months ago the American pop star Rihanna dropped NFTs that give holders the chance to earn streaming royalties on her hit song “Bitch better have my money.” There was a total of 300 NFTs sold, and fans who purchased the track get 0.0033$ streaming royalties for life.
Lastly, on February 15th, the music platform Napster announced it had acquired Mint Songs, an NFT music marketplace. The acquisition will open new revenue streams for artists via blockchain technology on the once hugely popular peer-to-peer sharing service as it remakes itself in Web3.
We’ll have to be patient to see if the new music themed NFT game from Jack Daniel’s will be popular with fans in Australia. But if it is, it could prove to be a novel way for bands and musicians to drop music. We’ll be keeping our ears to the ground for any developments in the story.
To learn more about Web3 music, check out the following article: