Web3 Watch: Spotify Trials NFTs and Madonna’s First NFT Collection

  • A Q&A with Mark Cuban’s entertainment platform Fireside revealed Web3’s disruption of Hollywood
  • Spotify and Instagram experiment with NFT playback features

Music streaming service Spotify has selected a small group of artists to embed and promote NFT galleries in their profiles, according to to Music Ally. The NFTs (non-fungible tokens) appear under the artists’ songs and albums.

Steve Aoki and The Wombats are among the first musicians to participate in the test, and both are big NFT collectors. The feature is currently available to select Android users in the US who can view and purchase available NFTs from third-party marketplaces.

Since users cannot make direct purchases through Spotify, the company is not taking a cut in NFT sales. Spotify sent out a survey to gauge interest and excitement for any additional future NFT implementation on its platform.

Recently, Meta also rolled out a feature for select Instagram creators to display their NFTs on their food.

The “Queen of Pop” drop

Madonna dropped a non-fungible symbolic collaboration with NFT artist Beeple on SuperRare last week that spawned descriptors such as “bizarre” and “spicy” for its graphic content. The three-part series of NFT videos titled “Mother of Creation” explores the concept of birth, creation and motherhood.

The videos feature a naked 3D avatar of Madonna giving birth to a tree, butterflies and centipedes in various backgrounds. The message, according to on the website, compares how children are born to how an artist brings creativity to life: “You never know where you’re going to find life, and you can never give up hope.”

Proceeds from the sale will benefit three nonprofit organizations that support mothers around the world, including The Voices of Children Foundation, The City of Joy, and Black Mama’s Bail Out. The triptych was created with infrastructure support from Moonpay, who also reportedly contributed $100,000 to each charity.

So far, at the time of publishing, 309.1 ETH ($636,823) has been earned in sales on SuperRare.

Fireside x SKALE Hollywood Grant Program

Mark Cuban’s entertainment platform Fireside and Ethereum-based blockchain network SKALE recently announced a $100 million Web3 creators fund. The “Creatives Unleashed” grant program aims to empower the next generation of Hollywood creatives to move to Web3 and create content without middlemen.

Blockworks spoke with Fireside and SKALE to learn more about the partnership.

CC: What kind of creatives is the program looking for?

hearth: Fireside is home to more than 2,000 different types of creators, including podcasters, vodcasters, authors, comedians, actors, television hosts, filmmakers, musicians, and more. This program is for any Fireside Creator who wants to “Web3-ify” their business with better community engagement tools and unlock crypto-enabled business models. This is the solution for any professional creator who has an established audience and wants to easily accelerate the transition of their media and entertainment activities to Web3 via Fireside without major upfront investments.

CC: What Hollywood Problems Is Fireside Trying To Address? Why use blockchain technology for that?

hearth: We are already seeing signs that the next big content hits will be created directly between creators and their audiences and brands. This is where Web3 comes in handy by removing traditional middlemen and opening up entirely new business models where communities and brands can participate now as part of the creation and distribution of intellectual property, helping to shape the media empires of the future.

Fireside is the next evolution of media and entertainment that is participatory, creator-led and decentralized in a way that brings creators and their audiences closer than ever before.

CC: What is SKALE’s long-term vision? Why partner with a content studio like Fireside?

SCALE: Our goal is to bring the power of blockchains to 1 billion people worldwide in a way that is optimized to provide a great user experience for everyday consumers. We do this by creating a scalable network of hundreds to tens of thousands of interconnected SKALE chains that work to power decentralized Web3 applications, much like Amazon Web Services does for mobile apps today.

The reason we’re so excited to partner with Fireside is because they’re truly creating a new paradigm for how content is funded, created, and distributed, all using the power of decentralized blockchains. Content has always been king and we are thrilled to be able to provide a solution that allows creators to do it faster, cheaper, and in a way that cuts out the middleman so they can create more content for people to consume.

The answers to the interviews have been edited for brevity and clarity.

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  • Ornella Hernandez



    Ornella is a Miami-based multimedia journalist covering NFTs, the Metaverse, and DeFi. Before joining Blockworks, she reported for Cointelegraph and also worked for TV channels such as CNBC and Telemundo. She originally started investing in ethereum after hearing about it from her father and hasn’t looked back since. She speaks English, Spanish, French and Italian.

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