NFT
Grammy-winning digital musician RAC not too long ago teamed up with HIFI Labs to launch the CULT Cross, a dynamic, blockchain-enabled membership move for his Web3 supporters.
Somewhat than a static digital picture, the NFT orb morphs relying on the contents of an proprietor’s pockets, utilizing particular generative seeds primarily based on the creative vibe of digital artist Andres Reisinger plus visible prompts from text-to-image AI mannequin Steady Diffusion—and audio triggers by RAC himself, after all.
“This challenge assessments what’s potential on the intersection of Web3 and AI,” Joe Barham, co-founder and CEO of HIFI Labs, instructed Decrypt.
i am so proud to announce ↴
CULT Cross ✨
an experiment in on-line id i have been constructing over the previous yr with @hifilabs
a dynamic membership that visually modifications and morphs primarily based on what’s in your pockets pic.twitter.com/m7iVkbCr9E
— rac.eth ⌐◨-◨ (@RAC) Could 4, 2023
The CULT Cross was formally introduced final week, however RAC (actual title André Anjos) began distributing them to his greatest followers a number of months in the past.
“We’re not making an attempt to promote a product with these. It’s extra concerning the idea and constructing that out,” he explains. It’s the newest in an extended line of Web3 initiatives undertaken by RAC in an try and bridge the hole between artist and viewers, in addition to assist repair what he calls a “damaged music trade.”
In 2017, RAC allowed followers to buy “Ego,” the first-ever full album launched through the Ethereum blockchain, after which did the identical in 2020 along with his album “Boy.” About 150 followers took him up on the latter provide, and he stated that it’s the closest he ever felt to the individuals who actually valued his artwork.
Grammy Award-Successful Artist Releases Ethereum Token
Within the years which have adopted, he’s experimented with his personal ERC-20 token, RAC, and launched a number of NFTs alongside the usage of Patreon and Discord in a bid to additional construct a group round his music.
“I’ve spent a lot time constructing networks and making an attempt to attach with audiences on social media,” says RAC, “just for these corporations to start out placing issues behind a paywall.”
It’s occurred on SoundCloud, Fb, and most not too long ago Twitter. These CULT Cross orbs are designed to behave like a membership token to the RAC fan membership, and morph relying on which RAC tokens you already personal.
“It’s a option to take possession of our group. It’s a layer above social networks,” he continues, likening it to sporting a t-shirt of your favourite band. “It’s not at all times concerning the ‘factor.’ It is about belonging to one thing.”
A take a look at the CULT Cross orb mutation course of. Picture: RAC
The CULT Cross orb is an early model of the know-how and, with 4 completely different iterations of visuals obtainable, is presently very “on the rails” in response to RAC—however he and HIFI Labs have massive plans for the place it goes subsequent.
In addition to imagery, RAC needs to include generative music and video in future variations of the orb, whereas off-chain actions equivalent to streaming music on Spotify, shopping for gig tickets, and watching livestreams can even impression how the orb evolves.
Why Heavy Steel Band Avenged Sevenfold Retains Betting on NFTs
“The system is inbuilt a manner that acknowledges and helps natural, genuine engagement,” explains Barham.
In addition to leveling-up the orb, this knowledge can be utilized by the artist to reward followers with issues equivalent to pre-sale entry or unreleased music. Because the orb evolves, so will the entry and utilities it unlocks. Heavy metallic band Avenged Sevenfold not too long ago pursued an identical initiative with its TicketPass NFT and an integration with Ticketmaster.
“It’s transactional, however not exploitative,” says RAC of his strategy. “Even inside our ecosystem, I believe some folks get caught up within the buying and selling facet of these items. I needed to maneuver away from that and create a membership that lets you construct upon it.”
love my orb.
it is sort of humorous as a result of I technically do not personal my extra uncommon releases so it is pretty low tier, nonetheless beautiful although. pic.twitter.com/g3oBWxHTjq— rac.eth ⌐◨-◨ (@RAC) Could 4, 2023
Proper now, the orb is centered round RAC and his profession, however he’s very a lot the take a look at case. “Now we’ve constructed the infrastructure and framework, we’re capable of iterate fairly shortly,” he explains. “We are able to apply this know-how to anybody.”
“Each artist has their very own model of audio and visible DNA, their very own engagement fashion and distinctive group,” provides Barham. “The framework we rolled out with CULT Cross—whereas replicable and broad—is supposed to mirror the distinctive expression of every artist and their group.”
Sooner or later, this framework can be utilized to clutches of like-minded Discord communities or subreddits. There’s no agency launch date for future variations of the orb as a result of, as RAC explains, they’re nonetheless “figuring this out as we go.”
“My strategy with these things has at all times been ‘come be part of it.’ I do know there’s an entire class of followers who don’t care about any of this, and that’s superb. I do need to reward the followers who’re invested although as a result of it’s about constructing a fairer system for all of us,” RAC continues, including that he needs to ensure that each artwork and the viewers is valued.
“We’re very early, however I actually do consider in what we’re doing,” he provides. “When else do we actually have the chance to form the long run like this?”
