Seaview Teams With Nifty For New Venture – Deadline

EXCLUSIVE: Non-fungible tokens are about to get their Broadway opening evening: Seaview, the manufacturing and media firm behind such exhibits as Slave Play, Sea Wall/A Life and Ratatouille: The TikTok Musical, and Broadway social media company Marathon Digital are teaming with NFT platform Nifty’s for Broadway-themed collectibles drawing from present hits and deep historic archives.

First up, NFT collections constructed round Playbill covers – some by no means earlier than seen – and the Broadway vaults of Sony Music Masterworks that features archival photographs, set lists, roll calls, uncommon audio recordings and different Broadway-related memorabilia and ephemera.

The brand new enterprise might be referred to as Bway.io and is about to launch on Nifty’s this fall with a drop constructed round Playbill. The timing is designed to coincide with Broadway’s reopening. Extra particulars on upcoming Bway.io drops on Nifty’s might be introduced within the coming weeks.

The Bway.io NFTs might be minted on the Palm blockchain, a brand new token-powered ecosystem for NFTs related to open-source blockchain Ethereum.

“It appears like there’s an enormous alternative right here for Broadway to, for form of the primary time, actually maintain apace with the know-how that’s creating on this planet,” Greg Nobile, CEO of Seaview, informed Deadline. “We’re actually proud to be on the forefront of getting this know-how into our business in actual time, because it’s hitting the sports activities world and Hollywood. That Broadway will get to play in that house on the identical time is actually thrilling.”

NFTs, or digital recordsdata that may embody audio, movies, GIFs, photographs, tweets, and digital designs, are offered and resold by the blockchain. Bway.io is anticipated to usher Broadway into “the digital asset ecosystem,” Seaview stated in its announcement at present, by “revolutionizing digital memorabilia on Broadway and harnessing blockchain and distributed ledger know-how to extend income streams for artists.”

The enterprise’s said objective might be to “to facilitate minting, curating and promoting of Broadway and Broadway-adjacent digital memorabilia and collectables” and “present an end-to-end resolution for these within the business in search of to determine a presence on the intersection of digital artwork, music, and commerce.”

Within the rapid future, meaning Bway.io will make obtainable NFTs of chosen Playbill covers previous and current, together with uncommon or never-before-seen covers of exhibits that didn’t full the highway to Broadway, and uncommon covers that have been withdrawn attributable to errors or misprints.

The NFTs from the archives of Sony Music Masterworks (a division of Sony Music Leisure, and together with archival materials beneath the outdated Columbia Masterworks and RCA names) is anticipated to incorporate audio recordsdata along with visible memorabilia, Nobile stated, resembling beforehand unreleased audio from “iconic” Broadway performs recorded for outdated spoken phrase albums.

Nobile stated the particular Playbill and Masterworks NFTs might be introduced later. Broadway entrepreneur Brisa Carleton and Liberty Media senior advisor Mark Carleton will serve on the Bway.io board.

Whereas NFTs have just lately made headlines for big, record-setting greenback quantities, the value level for Bway.io NFTs might be alongside the traces of Nifty’s latest launch of 91,000 Area Jam collectibles, which carry costs as much as $2.99 every.

“This effort will not be about going after the massive, headline-making numbers and massive auctions,” Nobile stated, “however as an alternative about creating a gentle drumbeat of extra income for artists and makers and exhibits in our group, particularly in a time the place the necessity for extra income streams for everyone after this previous 12 months and a half is so wanted.”

He added that the enterprise is meant to “create one thing that’s not simply concerning the hype and capitalizing on this buzzy second, however as an alternative creating an actual, ongoing sustainable income stream for exhibits.” He likened NFTs to indicate merchandise “when merchandise initially broke onto the scene.”

Jeff Marsilio, CEO and co-founder if Nifty’s, Inc., stated in an announcement, “We’re thrilled to start working with bway.io to carry the magic of Broadway to NFTs. Nifty’s was designed to allow anybody to find new digital experiences, and we all know that the enduring content material from bway.io and its companions will reignite recollections and draw the following era of followers to have interaction with the exhibits they love.”

Nobile stated that the launch of Broadway NFTs arrives at a time when the business is demanding “extra monetary sustainability, visibility, and transparency.” The CEO stated the corporate believes NFT know-how might be “as impactful sooner or later because the web has been over the previous a number of many years,” and that the enterprise will permit artists and creators to “create and transact within the digital house.”

Alex Birsh, Chief Working Officer and Vice President of Playbill, Inc., stated in an announcement, “For over 137 years, Playbills have been, and proceed to be, collected as treasured keepsakes by many tens of millions of passionate theatergoers from everywhere in the world. We’re extraordinarily excited to enterprise into the digital collectible house to find the extraordinary alternatives we foresee on this area. We look ahead to creating actually memorable and distinctive digital keepsakes that followers might be keen so as to add to their collections.”

Mentioned Scott Farthing, Senior Vice President of Sony Masterworks Broadway, “We’re delighted to affix forces with Nifty’s and Bway.io to supply theater followers distinctive entry to our storied catalog of solid albums and the enduring artists who made them. Fanatics can count on behind-the-scenes recording session photographs of Broadway’s brightest stars, extraordinarily uncommon audio recordings and extra thrilling digital gems from our vault.”

NFTs To Make Broadway Debut: Seaview Teams With Nifty’s, Playbill & Sony Music Masterworks For New Collectibles Venture

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