- Ticketmaster partnered with Avenged Sevenfold to launch token-gating, offering exclusive ticket access to eligible NFT owners, starting with the band’s Deathbats Club NFT holders.
- The feature allows verified NFT owners to bypass queues, scalpers, and bots, gaining early access to concert tickets.
- Other artists, like The Chainsmokers and Steve Aoki, have also embraced token-gated communities for exclusive fan engagement and experiences.
In a groundbreaking move, Ticketmaster has launched a token-gating feature that offers exclusive ticket access to eligible NFT owners. Developed in partnership with the famous metal band Avenged Sevenfold, this innovative ticketing option could change how fans access and purchase concert tickets in the future.
Avenged Sevenfold Leads the Way with Deathbats Club NFTs
Avenged Sevenfold has been at the forefront of this NFT-driven ticketing revolution thanks to their Deathbats Club NFT project. The band collaborated with Ticketmaster to test the token-gating feature, enabling 10,000 Deathbats Club Ethereum NFT owners to gain early access to purchase tickets for their upcoming New York City and Los Angeles arena shows in June. According to the band’s frontman Matt Sanders, aka M. Shadows, approximately 1,000 tickets were purchased using the NFT-gating feature for these two shows.
This new ticket purchasing method requires users to connect a wallet to verify ownership of the eligible NFTs. Once this verification is complete, fans can proceed with the standard buying process—minus the long queues, scalpers, and bots that usually dominate ticket sales.
Following the success of this trial, Avenged Sevenfold announced the first North American leg of their “Life is But a Dream…” tour, featuring 13 shows across cities like Chicago, Montreal, and Minneapolis. For all of these shows, Deathbats Club NFT holders will have exclusive presale access until Tuesday afternoon, with certain sections in each venue reserved for club members.
Ticketmaster and Bitflips Team Up for Token-Gating Capabilities
Ticketmaster’s token-gating feature was developed in partnership with Avenged Sevenfold’s Web3 team, Bitflips, which specializes in creating artist-centric NFT projects. The collaboration began when M. Shadows connected with David Marcus, Ticketmaster’s EVP of Global Music, at the NFT LA conference in 2022.
According to Marcus, “Linking to live shows creates a unique value, and we developed our token-gating capabilities based on how artists want to connect their community to their concerts.” This feature is now available to any artist with their own NFT collection or those who have partnered with an NFT community.
The Future of NFTs in the Music Industry
The success of the Avenged Sevenfold ticketing trial could pave the way for the broader adoption of NFTs in the music industry. Ticketmaster’s token-gating feature, which is currently compatible with Ethereum and works with Web3 wallets like MetaMask and Coinbase, demonstrates how NFTs can offer exclusive access and unique experiences to fans.
Other artists, such as The Chainsmokers, Steve Aoki, and Portugal. The Man has also embraced token-gated communities to engage with their biggest fans and provide exclusive perks and content. The Chainsmokers, for example, host a Discord community open only to NFT holders, where they regularly interact with fans and offer meet-and-greet exclusives. As more artists adopt this technology, fans can look forward to a more personalized and rewarding concert experience, while artists can enjoy greater control over ticket sales and fan engagement.
