The Grammy Awards are stepping into the world of NFTs.
From today (March 7), the Recording Academy rolls out its first-ever collection of Grammy NFTs, an initiative that’s both a celebration and a countdown for the 64th annual ceremony.
Powered by NFT platform OneOf, the campaign launches with a free collectable along with a single “golden ticket,” the winner of which scores a VIP experience for next month’s Grammys in Las Vegas.
Then, each week leading up to the April 3 ceremony, the collection will feature new works created by leading NFT artists Emonee LaRussa (Kanye West, Lil Nas X, Megan Thee Stallion), Andre Oshea (Snapchat, Tidal, John Legend), and ThankYouX, respectively, along with other rare pieces.
The exclusive partnership was revealed last fall, to create digital memorabilia around the 64th, 65th and 66th Grammys. On the big night, the collaboration will also be featured in a spot that airs during the telecast.
OneOf, built on the Tezos blockchain protocol and boasting an environmentally-sustainable model, has recently struck partnerships with Warner Music Group, and its Whitney Houston Collection made headlines last December when a never-before-heard Whitney Houston song changed hands at auction for almost $1 million.
The telecast will be held at the MGM Grand Garden Arena at 5 p.m. Trevor Noah, host of Comedy Central’s The Daily Show With Trevor Noah, is set to host the show for the second year in a row.
The Grammys were originally slated to be held at Crypto.com Arena (formerly Staples Center) in Los Angeles on Jan. 31, but were moved to a different venue and date due to surging cases of the novel coronavirus.
OneOf X GRAMMY Awards collection schedule:
March 7 – Free NFT
March 15 – The Emonee Collection by Emonee LaRussa
March 22 – The Andre Collection by Andre Oshea
March 29 – ThankYouX Collection