Photo: Avenged Sevenfold’s token-gated ticket sale was the first powered by Ticketmaster and offered their Deathbat NFT holders first access to tickets in New York and Los Angeles.
Building on its NFT capabilities, Ticketmaster has launched the ability for artists to offer token-gated ticket sales – meaning that a sale can only be unlocked or accessed with a specific NFT. This feature allows artists to reward holders of specific NFTs with access to everything from special presales and prime seats to exclusive concert experiences or even custom travel packages.
Development of the tool was inspired by a request from Avenged Sevenfold (A7X) and their team Bitflips, to help reward their Deathbats Club, a collection of 10,000 unique Deathbat NFT’s that act as fan club membership cards to unlock perks and access to events. Working together, Ticketmaster built and launched the token-gated service for A7X to provide their fan community with first access to tickets for upcoming shows.
“This new capability allows artists to get special access and rewards to specific fans they want to super serve,” said David Marcus, EVP of Global Music, Ticketmaster. “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.”
Token-gated sales powered by Ticketmaster are currently compatible with tokens minted on Ethereum and stored in dapp wallets, such as MetaMask or Coinbase.
The token-gated sale is the latest innovation in Ticketmaster’s ongoing effort to create more tech solutions that artists can use to get their tickets to their fans. The current suite of artist-driven tools offers many unique ticketing services, including:
- Face Value Ticket Exchange, a program that limits transfer and locks in resale prices at face value.
- Verified Fan, a registration system that filters out scalpers and bot users who are looking to acquire tickets for the purpose of reselling at a high profit.
- Ticketmaster Request, a service that eliminates the traditional onsale rush by allowing artists to sell tickets to high-demand shows through a request and fulfillment model.