Introducing Medallion - A New Web3 Platform for Artists

Hey there, Happy Friday and welcome back to Promoed.

In this week’s edition:

• Spotify introduces Clips.

• TikTok’s paid content.

• Snoop Dogg's web3 live broadcast platform.

Introducing Medallion - A New Web3 Platform for Artists

A new platform has piqued the Promoed team's interest. It's called Medallion and it comes from former Songkick CEO Matt Jones. Medallion is self-described as “web3 technology that helps artists launch digital worlds to expand fan participation, actionable insights, and economic potential.”

Last year, the platform announced it had received $9 million in seed funding, and shared its plans to usher “some of the biggest names in music into a new digital era”.

Since that announcement, Medallion has launched digital communities for the likes of Tycho, Jungle, Sigur Rós, Santigold, Palaye Royale and Illenium.

Through its digital experiences, Medallion has allowed fans to access presales for Tycho’s 2022 live show in Mexico - which saw 25% of total tickets sell before any paid advertising took place. The tech has also helped award a selection of backstage passes to members of Jungle's FJC community.

During Siguar Ró's 2022 European tour, Medallion launched a special QR code for members of the band's Heimr community. By scanning this code, fans could collect a limited edition tour collectable and unlock future community benefits.

Medallion also facilitated an exclusive, limited edition digital album collection for Heimr members. The release was partnered with a giveaway that saw two purchasers receive guest tickets to the Siguar Ró show of their choice, plus a a signed deluxe box set of the physical vinyl.

Medallion has already showcased its ability to combine traditional promotions with web3 tech and they've said there's more to come. Medallion recently announced that in 2023, users can expect to see the arrival of a new social layer, and more ways for artists to use their web3 tools “to maximise value around their existing IP and traditional business vertices”.

After an exciting first year, Medallion has positioned itself as one to watch, particularly for artists and marketers who want to create meaningful engagements with fans.

In Other News

Spotify hosted the Stream On event this week. As part of the annual event, they have unveiled Clips - a new vertical video feature for artists. Clips can be up to 30 seconds long and can be attached to artist profiles, tracks and albums, both released and unreleased. They’ll also be featured on Spotify’s new Countdown Pages, alongside pre-saves and release timers. Spotify says the new feature is designed to drive streams, not likes, by providing easy access to artist’s music, after users view them.

TikTok is going after YouTube's dominance of long-form content with the launch of its new feature, Series. In an announcement post, the paywalled content is described as "a new way for creators to share their stories, talents and creativity as premium content". One Series can include up to 80 videos, each up to 20 minutes long and creators can set their own prices to charge users for access. Monetizing short-from video has been an ongoing challenge for TikTok, and this new feature is a step towards helping creators on the platform make money from their content.

Snoop Dogg is launching a web3 live broadcast platform. Shiller will arrive in April, and comes from Snoop and tech entrepreneur Sam Jones. The platform is promising to combine "the best of web3 technology with live, interactive video and audio streaming”. Approved Shiller creators will be able to 'token-gate’ their video and audio, share products from commerce sites, and promote popular NFTs.

Lewis Capaldi’s Netflix documentary will be released next month. To promote it, he took to TikTok dressed up as characters from various Netflix programs. We recently wrote about Capaldi's knack for sharing his humour personality.

Miley Cyrus will be promoting her new album with ‘Endless Summer Vacation (Backyard Session)’, a Disney+ exclusive, on the day of the release. The special will include performances of the album tracks, interviews and an appearance from Rufus Wainwright.

Spotify has named Royal Otis as the latest partners for the Radar program. The partnership will see the Sydney act receive support including, promo for upcoming releases, on-platform marketing, bespoke content and social promotion, alongside placement on the Radar playlist.

Fast Facts

👉 All-time Spotify payouts to music rights holders are approaching $40 billion.

Statistically Speaking

Ed Sheeran broke his very own attendance record at the Melbourne Cricket Ground in Australia, with 108,000 people in attendance. It’s no surprise his streaming numbers spiked in Australia across the last fortnight.

ICYMI

Catch up on our recent stories:

• Australian Band Delivers a World-First Campaign

• Artists Nailing TikTok

• Funny Business: Marketing Artists' Funny Sides

Written by Olivia Gliku.Promoed is published by Habit Music Pty Ltd.

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