You can roll your eyes and call NFTs “BS” all you want, but their potential for musicians is undeniable. And no matter how many of those in the dark write them down as crazy without a Google search, independent artists will happily continue to reap the rewards.
Such is the case with MELVV, a popular electronic music producer and DJ who performs at many of the nation’s most coveted music festivals, such as Coachella, Electric Forest, and Lollapalooza. He, like many other artists, recently discovered a secret love of NFTs after a life cycle of being bitten by a snake with a major record label.
MELVV recently opened up about her experiences in a frank blog post on Mirror.xyz, a decentralized publishing platform. Given the ongoing creative differences with his former label and the loss of touring in 2021, he said he started exploring the world of Web3 before making his first NFT on the blockchain, an effort he called which is “a unique, exciting experience” that “opens up a world of opportunity.”
“Not only did it make me feel like a good actor at once, but it also made me think about my future,” MELVV wrote. “Maybe I don’t need to be around constantly. Maybe a major label isn’t the only model for me to hear my music in a meaningful way. For me.”
There are many reasons why electronic music luminaries are popular pataymau5 and Richie Hawtin adopted a decentralized economic future of the creator. But the most timely rooted in owning the work of artists. In his post, MELVV lamented the moth -eaten infrastructure that exists on many major labels, which he said offer “pathetic” royalty -sharing for artists.
“Ownership is finally back with the musicians,” MELVV wrote. “In my case, I owned my master recording for the first time since I was a 19-year-old. I could completely decide when and how the songs were released, and had creative control over whole process. Freedom was the first step, and Web3 was the first leap. Eventually, a whole new variety of models emerged for collecting and praising music. “
MELVV also announced “Cloud,” an NFT music collection of five one-on-one records that he says trace the origins of his musical alias. You can check out the collection by Catalog.
“A lot has been happening behind the scenes,” added MELVV. “Music is constantly changing and evolving. Maybe it’s not the statement for artists and musicians. Maybe it’s an opportunity. If you’re here, you’re early on something new.”