Joe GallopSteve Jenner’s Web3 festival specialists MetaFests has partnered with US-based Web3 technology platform Vatom to launch a blockchain-powered toolkit for event organisers.
MetaFest’s said its Digital Lanyard toolkit has been created to give organisers “instant, year-long fan engagement and enhanced monetisation powers” via Vatom’s digital platform.
The web3 technology has been used by event organiser across Europe, include Spanish promoter Elrow for its Summer season in Ibiza, Monegros Desert Festival in Spain, and iHeart Radio Music Festival in Las Vegas.
The first UK festival to sign up to use Digital Lanyard is Lakefest (cap. 20,000), previously announced to be the UK’s first music festival to use Jenner’s MetaFests NFT technology in 2023.
Digital Lanyard will provide a Web3 suite including a blockchain-enabled wallet for collectables, including photos from the event, an augmented reality viewer, smart digital objects and collectables.
Before the event, attendees can earn loyalty points for actions set by the event, such as making an early ticket purchase or booking a green travel option. Once onsite, the platform will allow fans to gain further rewards for arriving early, supporting charity partners, eco-responsibility and spending behaviours.
After the event, the platform will provide a stream of multimedia content, collectables, competitions, games, rewards and offers, including next year’s tickets, real and digital merch, and brand partner discounts.
MetaFests founder and director Jenner (pictured left) said Digital Lanyard offers event operators transformative powers: “We’re thrilled to have formed this partnership with Vatom, who not only share our vision but come armed with the technology to make it an instant reality, having already proven it in a diversity of festival environments.”
Vatom global director of entertainment Steve Machin (right) said, “The power of Web3 applied to live events means that the types of authentic audience connections we have been wanting to deliver are possible in a fun and fan-friendly way. We are thrilled to be working with MetaFests, who are bringing all their festival expertise to this ground-breaking product. We’re already excited to see the reaction to the Digital Lanyard on the event side, along with brands looking to connect with the music community across the UK festival landscape.”