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預計閱讀時長：10分鐘

本文僅代表作者個人觀點，不代表平臺意見，不構成投資建議。

Estimated reading time: 10min

Any views expressed in the below are the personal views of the author and should not form the basis for making investment decisions, nor be construed as a recommendation or advice to engage in investment transactions.

在過去十年的大部分時間里，音樂會和音樂節的觀眾已經放棄了墨水和紙張，而是轉向手機上的電子門票。隨著票據從紙質到PDF以及數字憑證時代的轉變，后疫情時代的演出已經通過一種令人震撼的方式，開啟了現場演出的新時代——你猜對了——就是通過NFT。

For the better part of a decade, concert and festival goers have foregone ink and paper in favor of storing their event tickets on their phones. As ticketing has transitioned from paper to PDF and the age of digital credentials, a new wave of post-pandemic performances has started to shake up the live-event ecosystem via — you guessed it — NFTs.

雖然看起來好像數字藝術和頭像NFT是NFT唯一具有長效性的使用案例，但事實并非如此。事實上，NFT的使用方式遠比它們目前呈現的使用方式多得多。在NFT歷史中有一個常常被忽視的用例，那就是不可偽造的票據。

在Bored Apes（無聊猿）讓創意世界陷入混亂的幾年前，首次推出的代幣化音樂會和音樂節通行證是NFT市場中一個有趣但未得到充分發展的方面。然而，隨著“不可替代”這個特別的領域的不斷發展，各種各樣的進步和創新誕生了，NFT票據作為一個有前途的競爭者重新出現在現實世界的NFT效用競爭中。

但是，NFT票據市場的狀況如何，這一新興技術要如何才能成為普遍現象？Hubbleverse帶你一探究竟！

Although it can sometimes seem like digital art and avatar NFTs are the only use cases for NFTs that have longevity, this just isn’t so. The truth is that NFTs can be used in far more ways than they currently are. And one use case from NFT history that generally goes overlooked is nonfungible ticketing.

First introduced years before Bored Apes sent the creative world into a tizzy — tokenized concert and festival passes have remained an interesting yet underdeveloped facet of the NFT market. Yet as the weird wide world of nonfungibles continues to grow, giving birth to a wide variety of?advancements and innovation, NFT ticketing has reemerged as a promising contender in the race for real-world NFT utility.

But what is the state of the NFT ticket market, and what will it take for this burgeoning technology to become commonplace? Let’s explore.

什么是NFT票據？

NFT票據就是字面上的意思：以NFT形式存在于區塊鏈上的門票，作為任何現場（甚至是虛擬）活動的通行證。這與數字門票有什么不同？區塊鏈的支持使NFT門票與基于條形碼或二維碼的門票截然不同。

使用NFT門票，門票發行者和接收者可以通過多種方式受益。發行人可以將區塊鏈作為賬本，更深入地記錄出席人數，同時通過NFT以一種創新的方式與持票人互動。

發行者可以通過整理與特定NFT票持有者相關的數據，發送通知、分發驚喜贈品、創建代幣網站和服務等等。

同樣，NFT門票持有者收到的不只是一張活動的門票，而是一份不可改變的、可互動的數字資產，憑此進入一個演出或音樂節。這些門票還授予持有者獨家體驗的權利，包括僅由類似NFT門票持有人組成的粉絲俱樂部。

OpenSea首席執行官被問及Web3.0用例的問題。

“憑什么讓我選擇一個NFT作為音樂會門票？”

他解釋道，NFT使OpenSea像StubHub一樣，但比這更好，因為區塊鏈/DeFi使你可以用你的音樂會門票作為抵押品進行貸款。

NFT門票是現有的、強大的音樂會、音樂節、會議和其他現場活動網絡的一個新延伸。設想一下，在一個親身參與的元宇宙活動中，門票的福利活動比比皆是：例如，為持有者提供的類似PFP的福利添加到涉及音樂家、音樂節、夜總會等的現有體驗中。

What is NFT ticketing?

NFT ticketing is precisely what it sounds like: tickets in the form of an NFT living on a blockchain that act as access passes for any live (or even virtual) event. How is this different than digital tickets? The blockchain factor really sets NFT tickets apart from their barcode or QR code-based counterparts.

With NFT tickets, ticket issuers and recipients can benefit in several ways. Issuers can keep a more in-depth record of attendance numbers by utilizing the blockchain as a ledger, while simultaneously interacting with ticket holders in a new and innovative way via NFTs.

Issuers can send out notices, host surprise giveaways, create token-gated sites and services, and more simply by collating data associated with holders of a specific NFT ticket.

Similarly, NFT ticket holders don’t simply receive a ticket to an event, but an immutable and often interactive digital asset that grants their entry into a show or festival. These tickets also grant holders access to exclusive experiences, including fan clubs made up only of holders of similar NFT tickets.

OpenSea CEO was asked the Web3 use case question:

"Why would I want an NFT as a concert ticket?"

He explains that NFTs make OpenSea like StubHub, but better, because the blockchain / DeFi enables you to take out a loan using your concert ticket as collateral.

NFT tickets are a new extension of an existing and robust network of concerts, festivals, conferences, and other live events. Imagine tickets to a metaverse of in-person events, where offers abound: for example, a PFP-like perk to holders added to the existing experience involving a musician, music festival, nightclub, etc.

http://t.csdn.cn/eJc9w

誰在使用NFT票據？

區塊鏈驅動的活動在2021年和2022年聲名狼藉，NFT票據雖然是一個大眾不太熟悉的概念，但它已經存在多年了。2018年，超級明星制作人/DJ和區塊鏈音樂先鋒3LAU開始通過他的單日音樂會Our Music Festival為區塊鏈驅動的活動奠定基礎。然而，音樂節本身并沒有為參與者實施NFT票據——考慮到當時大眾缺乏對NFT和軟件錢包的接觸，這可能無論如何都會很困難。因此，3LAU和co.創造了一個代幣化的體驗，讓音樂節的參與者可以積累代幣，這些代幣可以在活動期間重新用于現實世界的購買。

Who is using NFT ticketing?

Blockchain-powered events gained notoriety in 2021 and 2022, but NFT ticketing, while less familiar as a concept, has been around for years. In 2018, superstar producer/DJ and blockchain music pioneer 3LAU set out to help lay the groundwork for blockchain-powered events with his single-day concert, Our Music Festival. However, the festival itself didn’t implement NFT ticketing for attendees — which likely would’ve been difficult anyways, considering the lack of exposure to NFTs and software wallets at the time. So 3LAU and co. created a tokenized experience that allowed festival goers to accrue tokens that could reimplemented for real-world purchases while at the event.

初創公司
?

早期，有兩個關于NFT的主要價值主張被提出。首先，它們可能會提供一種更強大且可驗證的身份形式來與票據聯系起來，從而有效減少黃牛和機器人活動。其次，NFT可以為參與者創造一個直接的再營銷渠道，并在活動結束后保持社區參與（如上一段所述）。

像GUTS Tickets這樣的初創公司開始致力于構建NFT技術，通過將門票與個人錢包或身份綁定來遏制黃牛，同時讓藝術家從二級市場的收入中分得一杯羹。然而，像GUTS這樣的組織還遠遠沒有成為主流，所以從2020年開始，區塊鏈票據發展的重擔似乎落在了音樂節和藝術家們肩上。

Startups

Early on, two primary value propositions were set forth for NFTs. The first was that they could potentially provide a more robust and verifiable form of identity to link with tickets, effectively reducing scalping and bot activity. Secondly, NFTs could create a direct channel for attendees to remarket, and maintain community engagement after an event (as mentioned in the previous section).

Startups like?GUTS Tickets?began working on building NFT technology to curb scalping by tying a ticket to a person’s wallet or identity, while simultaneously giving artists a cut of secondary market revenue. Yet, organizations like GUTS are still far from becoming mainstream, so from 2020 on, blockchain ticketing efforts seemed to become localized efforts from festivals and artists.

http://t.csdn.cn/cdrkW

音樂節

科切拉音樂節有可能是這些更加本地化的努力中最值得注意的。通過Coachella Collectible NFT，AEG Worldwide為NFT的使用情況提供了一個新的案例，既是紀念品又是終身通行證。

盡管科切拉音樂節系列收到的評價褒貶不一，但它為其他音樂節，如拉斯維加斯的Afterparty和瑞典音樂節Way Out West，開啟了一個努力的方向。

Festivals

Coachella is potentially the?most notable?of these more localized efforts. With?Coachella Collectible NFTs, AEG Worldwide presented a novel case for NFTs use cases as both memorabilia and lifetime passes.

Although the Coachella collection received mixed reviews, it opened the door for others, like?Las Vegas’ Afterparty, and?Swedish music festival Way Out West, to launch endeavors of their own.

藝術家
?

除了大規模的努力，獨立音樂家和藝術家們也在尋找方法，將NFT票據添加到他們的巡演和演出中。NFT正在迅速成為一個突出的音樂產業部門，許多藝術家推出NFT和區塊鏈，回饋努力支持他們的粉絲群。

最近，流行藝術家Pip憑借作為獨立眾籌活動的一部分推出的Cotton Candy NFT引起了轟動。這個系列的NFT有三個不同的層級，本質上是為了充當一組NFT后臺通行證而創建的。

購買Cotton Candy NFT后，持有者可以進入一個會員制的平臺，享受的福利延伸到現實生活中的激勵措施，包括終身免費進入Pip的所有主打音樂會。?雖然這種類型的系統反映了大型音樂節所使用的系統，但它存在于一個更小和更人性化的層面。正因為如此，這些投送的頻率和受歡迎程度越來越高，其他藝術家，如The Cool Kids、Steve Aoki等，為擁有NFT的人提供免費進入他們的音樂會。

Artists

Beyond large-scale efforts, independent musicians and artists are also finding ways to implement NFT ticketing into their tours and shows. NFTs are quickly becoming a prominent music industry sector, with many artists launching NFT and blockchain endeavors to bolster their fanbases.

Recently, pop artist Pip made a splash with his?Cotton Candy NFTs, which were launched as part of an independent crowdfunding campaign. The collection, which featured NFTs available in three separate tiers, was essentially created to act as a set of NFT backstage passes.

Upon purchasing a Cotton Candy NFT, holders gained the ability to enter a member-only platform, with perks extending outward to real-life incentives, including free entry to all of Pip’s headlining concerts for life.?While this type of system mirrors those used in major festivals, it exists on a much smaller and more personable level. Because of this, these drops are increasing in frequency and popularity, leading other artists like The Cool Kids, Steve Aoki, and more to offer free entry into their concerts for those who own their NFTs.

?

無論你是藝術家、組織者還是音樂會的觀眾，音樂NFT都將對你與大家還有整個行業的互動產生積極影響。如果你以前所有的門票都可以一直保存在你的數字錢包里，那不是很有趣嗎？

Web 3.0就是由你、我、大家創造的，所以如果你喜歡這篇文章，請點贊、請關注、請分享！美好的未來就在我們手中！

Whether you are an artist, organizer or just a concertgoer, music NFTs are going to have a positive impact on your interaction with others and the industry as a whole. Wouldn’t it be fun if all your previous tickets were still in your digital wallet??

Web 3.0 is created by people like you and me so if you enjoy the article, please like, subscribe and share. The future is bright!

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