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Jack Daniel's pioneer a new era of sound on web3

Through Web3-powered platforms, musicians can release their music as non-fungible tokens (NFTS)

Jack Daniels pioneers a new era of sound on web3 (Supplier)

The music industry’s biggest names have already been captivated by Web3 technology, as seen by Snoop Dogg’s creation of Snoopverse in The Sandbox, Pharrell’s collaboration with NFT brand “Doodles”, and John Legend’s launch of his own NFT platform.

Through Web3-powered platforms, musicians can release their music as non-fungible tokens (NFTS), as well as earn royalties instantly, establish ownership and control over their digital assets, as well as engage directly with their audience without intermediaries.

Evolving a rich music legacy

Iconic whiskey brand Jack Daniel's is offering Aussie music lovers the chance to immerse themselves in the Web3 space, with the opportunity to collect limited edition collectibles in the form of NFTs from well-loved Australian music artists.

Jack Daniel’s have had a relationship with music ever since Frank Sinatra tasted the whiskey in 1947. Nelson Eddy, Chief Historian of the Jack Daniel Distillery, previously told Forbes that if it wasn’t for Frank Sinatra, it wouldn’t have been possible for Jack Daniel’s to reach 11 million cases of the iconic Black Label Tennessee Whiskey bottle sales in 2013.

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In Australia, Jack Daniel’s have been huge advocates for the music industry, through initiatives such as the “Make it Count” tour and the infamous “Jack Daniel’s Barrell House''. “We’ve got to be pushing boundaries and be the leaders in the space”, explains Dimi Tassopoulos, Senior Brand Manager at Jack Daniel’s.

The Jack Daniel’s Music Drop sees exclusive content and unreleased tracks all up for grabs in an augmented reality treasure hunt played on mobile phones. Those who play the game will also be entered into a draw to win the trip for two to the Jack Daniel Distillery in Tennessee.

We spoke to the bands taking part in the project.

Jack Daniels pioneers a new era of sound on web3
Image: Supplied (Supplier)

Luke Parish, Psychedelic Porn Crumpets

What are the current challenges you believe artists are facing today?

“With increasing tour and travel costs and decreased revenue, the odds are stacked heavily against artists at the moment. New avenues need to be explored - and that’s what makes the Jack Daniel’s Music Drop so exciting for us.

Can you see Web3 technology helping to solve any of these?

Having more control over music distribution and ownership is a positive thing for us, and the integration of WebAR tech provides fans with something special too. A lot of them are vinyl collectors and understand the importance of ownership.Finding these ways to have people more involved in the band's future is so important, we know that it's not going to come from streaming revenue alone

Many younger people have never 'owned' music, like buying a CD or MP3. What impact does this have on the industry?

I think it changes the perception of an entire generation, there isn't that strong connection like we had when we were younger with music. Being limited in what we heard or what we could afford to buy made music have this more mystical and special quality about it that is lost today.

My earliest album that I'd be willing to talk about was probably Linkin Park's Hybrid Theory, just seemed to fit my kid's angst at the time.

Jack Daniels pioneers a new era of sound on web3
Image: Supplied (Image: Supplied)

Bonnie Fraser, Stand Atlantic

What do you hope your fans will take away from this project?

“Incorporating AR and little easter eggs – unreleased clips, songs and merch – that fans can find in an almost alternate reality and completely different sphere is a completely new and exciting thing. There are so many creative and different ways to make discovering new music a fun experience for young Australians and Jack Daniel’s Music Drop provides them with a more involved approach because literally anything is possible when it's outside the realms of reality.”

What was the first music you ever 'owned'?

Haha, The Eminem Show and Avril Lavigne’s “Let Go” album! Both shaped so much of who I am. Avril gave me someone to relate to as a young tomboy, and Em inspired me lyrically.

Where do you see the future of music going?

I don’t think live music will ever go away and nothing will replace it, I just think there will be more and more ways fans can interact with their fave artists.

Jack Daniels pioneers a new era of sound on web3
Image: Jack Daniel's

Winston Surfshirt

What do you hope your fans will take away from this project?

It feels like we’re being given a taste of what’s to come in the music world. The future of music distribution is something we’re really intrigued about, so we jumped at the opportunity to get involved and have the ability to release something different, somewhere different. I wrote handwritten lyrics for ‘Maybe I’m In Love With You’ acoustic and we filmed some really fun stuff at our studio which you can find.”

What was the first music you ever 'owned'?

I have strong memories of a few. First cassette was “Bombfunk MC’s”, I remember that vividly, then CD’s from ‘Spice Girls’ and getting a Walkman and the Vines ‘Highly Evolved’ one Christmas.

Where do you see the future of music going?

If I knew that I’d probably be making binaural beats or some AI music where you just think, and the song pops out! I think back to David Bowie coming up with PC Computer games where you can scramble words that would generate sentences, a new way of how he sometimes used to work from cutting clippings out of a newspaper and placing them together, he was always ahead.

Jack Daniel’s is pioneering a new era of sound on web3. Play the Jack Daniels Music Drop on your mobile phone here.