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Web3 Market, Serenade, Launches New Chart-Eligible Music Format within the UK


Serenade, the music web3 market, has partnered with Warner Data UK to launch “Digital Urgent,” a brand new, restricted version, and collectible music format that may produce the primary UK and Australian chart-eligible music format because the inclusion of album streams in 2015.

Digital Urgent is a standalone, chart-eligible digital launch (versus being a part of a wider launch ‘bundle’) designed by Serenade to cater to a superfan’s urge for food for shortage, exclusivity, and recognition. Residing on the blockchain and providing web3 capabilities reminiscent of verifiable possession and the flexibility to commerce on secondary markets, Digital Urgent may even accrue correct, perpetual royalties for artists, copyright holders, and content material homeowners.

Muse would be the first artist to supply this new format to their followers with the discharge of their forthcoming album “Will Of The Folks” as a Digital Urgent on Friday, August twenty sixth. “Will Of The Folks”, the band’s self-produced, ninth studio album and their first since 2018, shall be launched by way of Warner Data and Helium-3.

Digital Urgent is an reasonably priced and accessible new format, purportedly possessing a low carbon footprint. The brand new album is slated to be retailed for £20 and shall be out there for buy utilizing a credit score or debit card.

“As a easy, standardised and chart eligible format, Digital Pressings shall be a gamechanger on the worldwide stage”

Max Shand, Serenade

Following Muse’s Digital Urgent, Serenade will got down to assist and empower artist campaigns; from rising expertise to established icons and legends. Not like vinyl manufacturing which calls for vital overheads and a present six to nine-month lead time, there is no such thing as a value related to making a digital urgent and the turnaround time will be lower than two weeks.

Serenade labored with the UK’s Official Charts Firm and ARIA in Australia to turn into the primary chart eligible NFT market, with ‘Will Of The Folks” making chart historical past as the primary Digital Urgent to be formally recognised beneath this new association, with one sale being equal to at least one album unit. To this point, no album delivered as an NFT, has contributed to the UK or Australia Official Albums Charts.

Max Shand, Serenade Founder mentioned, “As a easy, standardised and chart eligible format, Digital Pressings shall be a gamechanger on the worldwide stage, and we wouldn’t have been in a position to obtain this with out the assist of the visionary groups at Warner Data, the OCC and ARIA, who all need to give artists each alternative to carry creativity and innovation into their campaigns. I’ve at all times been an enormous fan of Muse, so I’m past excited that they would be the first artist to launch a Digital Urgent with Serenade.”

Since its launch in Autumn 2021, Serenade has labored with quite a few artists, starting from rising independents to family names, reminiscent of Younger M.A, The Kooks, Jungle, Tremendous Furry Animals and Frank Carter & The Rattlesnakes.

Martin Talbot, Chief Govt of the Official Charts Firm mentioned, “Over their seven a long time, the Official Charts have at all times strived to maneuver with the instances, reflecting consumption of recent codecs and all new methods of distributing music, as they’ve developed. Simply as vinyl, 8-track, cassette tapes, CDs and even MiniDisc, DCC and DAT have been welcomed into the charts, we may even welcome Non-Fungible Tokens (NFTs) – and we shall be delighted when the primary album delivered as an NFT contributes to the chart, with Serenade and Muse main the way in which this summer time. NFTs are a brand new, thrilling format, the potential for which is simply simply starting to be explored and I’m certain will play an element within the Official Charts for years to come back.”

“the Official Charts have at all times strived to maneuver with the instances, reflecting consumption of recent codecs and all new methods of distributing music, as they’ve developed.”

Martin Talbot, Official Charts Firm


Max Shand, Serenade

Sebastian Simone, Vice President, Viewers & Technique of Warner Data UK mentioned, “We’re thrilled to be partnering with Serenade and the Official Charts Firm on the primary chart accredited NFT album format. Muse have at all times been on the forefront of technological innovation and had been one of many first music artists to pioneer in Web3 again in 2020. Their followers have an urge for food for collectible rarities and this format brings them nearer to Muse than ever earlier than, propelling them into a brand new house and providing a wholly distinctive expertise.”

“Muse have at all times been on the forefront of technological innovation and had been one of many first music artists to pioneer in Web3 again in 2020.”

Sebastian Simone, Warner Data UK

Annabelle Herd, CEO of ARIA mentioned, “Congratulations to Serenade and Muse on the discharge of “Will Of The Folks” and for delivering what guarantees to be a brand new and thrilling means for music lovers to have interaction with their favorite artists. For practically 40 years, the ARIA Charts have been trusted to color probably the most correct and interesting image of precisely which tracks and artists have captivated Australia, making the inclusion of NFT gross sales a logical subsequent step. I can’t wait to see how this launch performs.”


Serenade is an Australian NFT market launched in 2021 and based by Aussie entrepreneur, Max Shand.

It raised USD 4.2m fairness capital in Could 2022, in a funding spherical that featured senior music enterprise executives from Atlantic Data UK, Secret Sounds, Future Traditional, UNIFIED Music Group, and Warner Music Group, in addition to Hollywood actor Hugh Jackman.

In July 2022, on the again of its fundraising, Serenade appointed a UK advisory board comprising of top-flight UK leisure figures to supply steering and perception into basic points regarding the corporate’s UK presence.Music Enterprise Worldwide



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