Sony Music Publishing Makes Waves in NFT Market with Sandal Telephone
Mar 5
2 min read
Sony Music Publishing Japan has officially entered the NFT market by launching a unique collection for the soon-to-disband J-pop group Sandal Telephone. Utilizing its parent company Sony Group’s blockchain technology, the initiative aims to engage superfans with exclusive digital collectibles, despite the overall decline in NFT interest in recent years.
Key Takeaways
Sony Music Publishing Japan is launching NFTs for J-pop group Sandal Telephone.
The NFTs will be distributed using Sony's Soneium blockchain platform.
Fans can receive NFTs by purchasing merchandise worth approximately $33.
A partnership with retailer Entaba Akihara offers additional exclusive content for collectors.
The initiative aims to enhance fan engagement and protect content creators' rights.
The Launch of Soneium
In February 2025, Sandal Telephone announced their impending disbandment, set for April 30, 2025. To commemorate their journey, the group is leveraging Sony's Soneium blockchain platform, which was introduced in August 2024. This platform is designed to provide a comprehensive Web3 solution, addressing the limitations of current blockchain technologies.
Soneium is a product of Sony Block Solution Labs, a joint venture between Sony and Startale Labs, established to create a robust infrastructure for Web3 applications. The platform aims to enhance user experience and increase adoption rates, which have been sluggish due to complexity and low engagement.
NFT Distribution and Fan Engagement
The NFT campaign for Sandal Telephone is structured to reward fans who spend around 5,000 yen (approximately $33) on merchandise. Each purchase will grant fans access to exclusive digital collectibles from a limited-edition collection. Additionally, fans who acquire three or more NFTs will unlock exclusive video content through a partnership with retailer Entaba Akihara.
Soneium has stated that these NFTs will encapsulate memories of the group's activities, allowing fans to cherish their connection to Sandal Telephone as they prepare for the group's disbandment. This initiative not only serves as a farewell to the group but also as a way to memorialize their history.
The Future of NFTs in Music
While the NFT market has seen a decline in hype since its peak in 2021, Sony Music Publishing's focus on superfans may provide a new avenue for engagement. The company is not alone in exploring the potential of NFTs; it has plans for similar initiatives across its entertainment portfolio, including collaborations with Sony Pictures Entertainment Japan and Sony Music Entertainment France.
Despite the challenges faced by the NFT market, Sony's commitment to investing in blockchain technology indicates a belief in its long-term potential. The company aims to create new revenue opportunities for content creators while enhancing fan experiences through innovative digital offerings.
Conclusion
Sony Music Publishing's entry into the NFT market with Sandal Telephone represents a strategic move to engage dedicated fans and leverage blockchain technology. As the music industry continues to evolve, initiatives like this may pave the way for new forms of fan interaction and content monetization, even in a landscape where NFTs are no longer the buzzword they once were.
Sources
Sony Music Publishing Japan launches NFTs for soon-to-disband J-pop group Sandal Telephone, Music Business Worldwide.
Sony Music Publishing Jumps Into… NFTs?, Digital Music News.