Ticketmaster will offer artists a new NFT-gated ticket option for super fans, starting with the upcoming Avenged Sevenfold concert in June.
While NFTs have acted as access keys for various digital and live events, Ticketmaster’s participation may be one of the most significant mainstream implementations of NFT token-gating yet. In Ticketmaster’s new policy, artists can hand out special privileges — from special concert seats to limited access events — to NFT owners.
The ticketing giant began working on ways to install NFTs in its system after Avenged Sevenfold’s Web3 team, Bitflips, requested a way to reward their NFT-based fan association Deathbats Club. The Deathbats Club collection featured over 10,000 NFTs as unique membership cards, giving dedicated Avenged Sevenfold fans special perks and event access.
“Shook” holders… your package is on the way. These NFC tags will be available on most @TheOfficialA7X merch moving forward. We will explain it all later… but for now, enjoy! Make sure you redeem your digital version of this jacket! @DeathbatsClub pic.twitter.com/jiRzEH6GBU
— M. Shadows (@shadows_eth) February 21, 2023
With the move, Deathbats NFT owners will have first access to the band’s upcoming shows. Ticketmaster first tested the token-gating feature’s rollout through Avenged Sevenfold’s upcoming arena showings in New York City and Los Angeles.
“This new capability allows artists to get special access and rewards to specific fans they want to super-serve. Artists like Avenged Sevenfold are using Web3 and NFTs to build deeper relationships with their fans, and we’re proud to help foster that connection through live events,” Ticketmaster EVP of Global Music David Marcus said.
Deathbats Club members bought around a thousand tickets using the token-gated feature. While club members must verify their NFT ownership by connecting their wallet to the Ticketmaster system, the rest of the purchasing process follows the same process as any other ticket sale.
“It’s a normal process after that, except without the 1,000-person queue and without the scalpers and the bots getting in there and taking everything right away,” Avenged Sevenfold frontman Matt Sanders said.
— M. Shadows (@shadows_eth) March 27, 2023
One Deathbats Club member verified Sander’s claims by showcasing their purchasing history. Twitter user bgonzo00 posted receipts showing they had purchased two Los Angeles tickets for less than $250 with his Deathbats Club NFT. Those same tickets cost over $750 through standard Ticketmaster channels.
Avenged Sevenfold earlier announced the first half of its North American tour, traveling throughout Chicago, Minneapolis, Montreal and other regions in 13 new shows. Not only will Deathbats NFT holders be able to purchase pre-sale tickets for these events from now to next Tuesday, but they will also have exclusive seats in all venues.
Since I am a @DeathbatsClub holder, I was able to get two tickets in Section 1 (LA, Kia Forum) for $250 which included a $25 service fee/ticket.
Those same two (2) tickets are now close to $755 total which includes $61 service fee/ticket.
I can’t speak for eveyone but for me… pic.twitter.com/BjtHcOVobQ
— EvryDayBetter (☀️,☀️)| bgonzo.eth/sol (@bgonzo00) March 26, 2023
Deathbats Club NFTs’ value
The Bitflips team has been developing unique, creator-centered NFT projects for over a year, supporting the connection between artists and their communities.
“Linking to live shows creates a unique value, and we developed our token-gating capabilities based on how artists want to connect their community to their concerts,” Sanders said.
Since the release of the token-gating feature, Deathbats Club NFTs have soared in value. Its floor price doubled to over $300 in ETH last month, with many holders taking advantage of the new perks associated with the NFT.
We’re stoked to announce the first leg of our Life Is But A Dream… North American Tour • July 18 through August 7 • with special guest @aof_official. @DeathbatsClub members can unlock exclusive 1st access to request tickets now through Tues 12PM PT. https://t.co/QgDdcoLVjZ pic.twitter.com/wP1U2VRJpC
— Avenged Sevenfold (@TheOfficialA7X) March 27, 2023
Ticketmaster’s token-gating feature also promises to enhance future artists’ experiences with their fans, giving artists the freedom to decide how they want to give back to the community that built them up in the first place.
“Avenged Sevenfold used the capability to offer first access to tickets, but there are a variety of ways it can be used by artists in the future from unlocking premier seats to special experiences like sitting in on soundcheck,” Sanders said.
The ticketing company is also familiar with the use of NFT minting in fan activities. It has minted 15 million digital assets from events like NFL games, allowing sports fans to own new content from their favorite teams.