Capital Radio owner Global is getting into the NFT space by offering digital lanyards for its Summertime Ball.
To celebrate the return of the event this Sunday at Wembley Stadium after three years following COVID-19, it has partnered with green NFT platform OneOf for the digital collectibles.
Described as unique memorabilia of the live event, the digital lanyard features the official line-up of Ed Sheeran, Harry Styles, David Guetta, Aitch, Jax Jones, Mabel, Joel Corry, Mimi Webb, Tate McRae, Lauren Spencer-Smith, A1 x J1, KSI, Anne-Marie, George Ezra, Becky Hill, Sigala, GAYLE, ArrDee and Eddie Benjamin, who will play in front of a crowd of 80,000 Capital listeners.
“Collecting venue ticket stubs and programmes is very much part of the music fan experience when you’re at a live event, so we are thrilled to be able to move the fan experience into the metaverse by creating digital memorabilia,” said Global CMO Cilesta Van Doorn.
“And as millions of people watch along on social media and Global Player’s live stream, they can also now join in the full experience by owning unique memorabilia for the first time. The NFT digital lanyard is the perfect way to capture the full event experience, making it accessible to all.”
Mark Lyn, VP of special projects at OneOf, added: “OneOf is excited about being Global UK’s launch partner for Capital to be the first radio brand in the UK to release an NFT.
“Enabling Capital’s listeners an easy platform to onboard into Web3 and buy their first NFT without the need of a cryptocurrency wallet is core to our mission of onboarding 100 million new people into NFTs.”
Europe’s largest radio company, Global is also home to Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold.
It also runs out-of-home advertising in both the UK & Europe, with over 235,000 sites reaching 95% of the UK population – including Transport for London’s Underground network and almost all major UK airports.
It claims to reach 51 million individuals across the UK every week, including 25.8m on the radio.