Live Nation Entertainment on Friday (Oct. 29) unveiled a collaboration with artists to create digital collectible non-fungible token (NFT) ticket stubs called Live Stubs.
Live Stubs will be included with all tickets for select North American Live Nation shows and will mirror the section, row and seat of each ticket purchased, giving fans access to ticket stubs with interactive capabilities and providing artists with a turnkey solution to share NFTs at scale.
It relies on “a platform that naturally celebrates their most loyal fans, and artists will be able to work with the Live Nation team to integrate special experiences and rewards,” Live Nation said in the announcement.
The first Live Stubs digital collectible NFTs will go to fans who buy tickets for the Swedish House Mafia: Paradise Again Tour, the band’s first tour in 10 years. Ticketholders can view, share, gift, trade and resell their Live Stubs on Livenation.com, but the NFT stubs don’t replace the tickets needed to enter the show.
“Our Live Stubs product brings back the nostalgia of collecting ticket stubs while also giving artists a new tool to deepen that relationship with their fans and we can’t wait to see what the creativity of this community dreams up as it grows,” Live Nation Entertainment President and CEO Michael Rapino said in the announcement.
Live Stubs will automatically be given to those who purchase a primary ticket to Swedish House Mafia tour stops promoted by Live Nation and in venues powered by Ticketmaster’s digital ticketing system. Fans can also share links to view their Live Stubs on social media.
Related: Live Nation Kicks Off Return Of Concerts With $20 Tickets
Earlier this year, Live Nation offered fans $20 all-in tickets to almost 1,000 shows this year as part of the Return to Live initiative, including performances from Alanis Morissette, Chicago, Florida Georgia Line, Maroon 5, Jonas Brothers, Kings of Leon, Lil Baby, Pitbull, Trippie Redd and Zac Brown Band.
About 38% of respondents said in a recent PYMNTS survey that the availability of a COVID-19 vaccine was the most important condition to be met before resuming normal activities.
