Sony Music Publishing Launches J-Pop NFTs Through Soneium Blockchain
Sony Music Publishing is leveraging their Soneium blockchain to create NFTs for J-pop group Sandal Telephone, focusing on superfan engagement rather than speculative trading.
The initiative allows fans who spend ¥5,000 (approximately $33.46) on merchandise to receive digital collectibles from the band's collection. Through a partnership with retailer Entaba Akihara, fans who collect three or more NFTs can unlock exclusive video content.
Three J-pop performers in black suits
Sandal Telephone's journey began in 2017 as Shuuengo Buppan, underwent multiple lineup changes, and adopted their current name in April 2019. The group has announced their upcoming disbandment on April 30, 2025.
While NFTs have lost their mainstream appeal since 2021, Japan continues to show interest in blockchain-based fan engagement. Sony's investment in this technology suggests that major companies still see value in using NFTs to monetize devoted fan bases, particularly in the Japanese market.
The distribution will occur through Sony Group Global's Fan Marketing Platform, demonstrating Sony's commitment to exploring blockchain technology for fan engagement, even as other Web3 startups distance themselves from NFTs.
Recording studio with two producers
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