Joe GallopLive Nation-owned Ticketmaster has launched a new feature that allows artists to grant NFT owners priority access to tickets.
The feature has been launched with heavy metal band Avenged Sevenfold (pictured), who has its own NFT community fanclub, Deathbats Club. The band has partnered with Ticketmaster to integrate the fanclub into its system, which will also allow fans to access reserved seating to its shows.
The partnership marks the first Ticketmaster token-gated integration for purchasing tickets directly. The company said the pilot program may roll out to more artists based on demand. It has already issued more than five million NFTs as commemorative tokens for major events including the Super Bowl.
Customers have already used the feature to purchase tickets for Avenged Sevenfold’s tour dates at New York’s Madison Square Garden and The Forum in Los Angeles. The initiative will now go live for the rest of the dates available on Ticketmaster.
Speaking to Billboard, Ticketmaster executive VP of global music David Marcus said, “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.”