Key Takeaways
Coachella launches Coachella Quests, an Avalanche-powered loyalty game that enhances festival experiences through digital and physical engagement;
Participants earn NFTs and points for completing quests, unlocking exclusive rewards and experiences;
The initiative aims to deepen fan engagement and long-term loyalty by blending the physical and digital worlds, supported by Avalanche’s blockchain technology.
The Coachella Valley Music and Arts Festival, one of the most famous festivals in the world, has unveiled Coachella Quests, a blockchain-based loyalty game powered by Avalanche.
This initiative will provide attendees with a new way to experience the event through a series of quests that blend the physical and virtual realms.
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Introduced on April 3, the Coachella Canvas is a creative space designed to allow participants to engage with a variety of art, games, and experiences, leveraging state-of-the-art technology.
Paul Chodirker, Ava Labs’ Director of Enterprise Business Development, expressed his enthusiasm about this project, underscoring its potential to transform fan engagement at live events, adding:
We’re eager to witness how on-chain assets providing real utility could create new, sustainable relationships between music fans, festivals, and artists in the future.
The game’s main principle is that festival-goers can earn NFTs and points as they complete quests. These rewards can also unlock exclusive perks, ranging from mystery merchandise boxes to VIP lounge access and unreleased music tracks.
Over the years, these NFTs can be accumulated in fans’ OpenSea wallets, creating a digital diary of their memories and encouraging a long-term connection with Coachella.
Sam Schoonover, Coachella’s Innovation Lead, noted:
As fans engage with Coachella by completing Quests, they earn and own tokens that can tell the festival more about their interests and activities while protecting their identity.
Schoonover also highlighted the partnership with Avalanche, describing it as a “high throughput and cost-effective blockchain.”
Coachella is also set to host an on-site Avalanche activation, further merging the digital and physical aspects of the festival experience. This will allow attendees to redeem their NFTs, engage with unique art installations, learn more about the game, and connect with other participants.
This innovative approach by Coachella, in collaboration with Avalanche, sets a new standard for music festivals, using blockchain technology to enrich fan experiences and create lasting memories.
It is not the first time that music and culture have ventured into the world of blockchain. Ghostface Killah, a rapper from the iconic hip-hop collective Wu-Tang Clan, has also explored this intersection, revealing plans to release music on Bitcoin.
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