NFTS RIDE HIGH WITH PRIMARY WAVE

Primary Wave Music is partnering with Unblocked to enter the NFT space, beginning with Cypress Hill, whose first digital collectible is being released today. The NFTs will promote upcoming milestones for the notorious hip-hop trio, some tied to IRL events.

Unblocked NFT experiences aim to build fan communities with exclusive rewards such as talent meet-and-greets, signed merchandise and recording sessions.

Founded in May, it closed its seed round in July with an investor list that includes Primary Wave, Marcy Venture Partners (Larry Marcus, Jay Brown, Jay-Z), Shawn Mendes and Andrew Gertler.

“Unblocked’s founding team’s vast knowledge and experience in tech, blockchain and cryptocurrency made them an incredibly compelling partner for us,” says Natalia Nastaskin, Primary Wave Music’s Chief Content Officer. “We are seamlessly aligned in our collective approach to building fan communities based on engagement through serialization and gamification of digital collectibles.”

Now how do you get hits from the bong in an NFT?