Sony Music Publishing is leveraging its Soneium blockchain to create NFTs for J-pop group Sandal Telephone, focusing on superfan engagement despite the cooling NFT market in 2025.

The initiative offers fans exclusive digital collectibles through various engagement opportunities:

• NFT distribution at live events
• Digital tokens with merchandise purchases ($33.46 minimum spend)
• Special video content for collectors owning three or more NFTs
• Partnership with retailer Entaba Akihara for exclusive rewards

About Sandal Telephone:

• Originally formed in July 2017 as Shuuengo Buppan
• Rebranded to current name in April 2019
• Maintained steady lineup since 2019
• Set to disband on April 30, 2025

While NFTs have lost mainstream appeal since 2021, particularly after projects like Bored Ape Yacht Club's decline, the Japanese market continues to show interest in blockchain-based collectibles. Sony's investment in this technology demonstrates major companies' ongoing commitment to monetizing superfan engagement through digital exclusives.

The project leverages Fan Marketing Platform, Sony Group Global's NFT issuance platform, to distribute these digital collectibles, indicating Sony's broader strategy to integrate blockchain technology into its music publishing operations.

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