Brit Awards 2022 to Celebrate Winners With First-Ever NFT Collection

January 27, 2022 E Jazz Reporter

The official digital collectibles are designed by MRE and delivered through a partnership with Australia-originated NFT platform Serenade.

Adele
Cliff Lipson/CBS

The Brit Awards is entering the NFT space.

When the winners are announced next month at London’s O2 arena, music fans will get a chance to capture a piece of the action, by way of the awards’ first-ever NFT collection.

The official digital collectibles are designed by MRE, the West Midlands-born digital artist who has worked with previous Brit Award-winning rappers artists Dave and J Hus, and they’re delivered through a partnership with Australia-originated NFT platform Serenade.

Priced at £10 each ($13.50), the limited-edition NFTs commemorate the 2022 winning artists, in categories including artist of the year, best new artist, album of the year and the four new genre awards: alternative/rock act, dance act, hip-hop/grime/rap act and pop/R&B act.

“Working with the Brit Awards to create something special to celebrate this year’s BRITs winners is a great opportunity to bring digital art and NFTs to a wider audience,” MRE comments. “This collaboration is helping develop new creative possibilities and to push the boundaries of what can be done to make music fans part of a wider experience.”

The British recording industry’s annual gala will take place Feb. 8, with the special NFTs made available the following day, Feb. 9, via serenade.co.

All proceeds raised from the sale of the NFTs will be donated to The BRIT Trust, the charity arm of the annual ceremony, which distributes funds to The BRIT School and Nordoff-Robbins Music Therapy, and other good causes.

The Brit Awards NFTs is the biggest partnership to date on the Serenade site, which rolled out in the U.K. last August with a range of music-powered NFTs.

The brainchild of entrepreneur Max Shand, Serenade was created in May 2020, and soft launched to Australia in September of that year, initially as a direct-to-artist platform which would enable performers to generate extra cash — and get in extra practice — during their downtime.

As previously reported, Adele, Ed Sheeran, Dave and Little Simz are the leading contenders for the 2022 Brit Awards, with four nods each. British comedian Mo Gilligan will host the ceremony, presented by the British Phonographic Industry (BPI) and aired in the U.K. on ITV and ITV Hub.

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