Sony Music Publishing Japan’s Blockchain Initiative
Sony Music Publishing Japan is leveraging Blockchain technology through its parent company, Sony Group, to create exclusive digital collectibles for the J-Pop group Sandalwood. This move comes amid the growing interest in NFTs over the past few years.
Exploring New Opportunities for Fans
The initiative utilizes Soneium, a Blockchain platform announced by Sony in August 2024, aimed at distributing digital memorabilia to superfans of the Girl Group in the near future. Sandalphone announced their disbandment will occur on April 30, 2025, in December.
Sandalphone stated on February 23 that fans who spend approximately 5000 yen (around 33 dollars) on merchandise will receive digital collectibles from a limited edition collection of the group.
The campaign launched by Sandalphone includes a partnership with retailer The Floor of Akihabara, allowing collectors to unlock exclusive video content by purchasing three or more NFTs.
“NFTs, filled with memories of the participants’ activities, will be distributed at events where fans can receive an NFT with their merchandise purchase. These NFTs will be distributed via the fan marketing platform developed on the @sonyGroupglobal platform,” stated Soneium on February 25 in a message on X.
“NFTs, filled with memories of the activities of participants, will be distributed at events, and fans will be able to receive NFT with the purchase of goods.”
Soneium
Founded in 2017 as Shuuengo Buppan, Sandalphone has undergone several lineup changes and rebranding efforts since 2019. The NFT collection gives fans a chance to commemorate the group’s history before their disbandment.
Soneium has been developed by Sony Block Solution Labs, a joint venture in which Sony holds a 90% stake and Starleale Laboratories holds 10%. Established in October 2023 with a capital investment of SGD 1 million (approximately 740,780 USD), the platform is described as the foundational infrastructure for Web3.
Upon its initial announcement, Sony mentioned that Sony Block Solution Labs had developed technology to overcome current limitations of Web3. While the potential of Web3 lies in its decentralization and new opportunities, Sony noted that adoption has been sluggish due to low usage and complex user experiences.
“With the development of Blockchain as the primary infrastructure of Web3, we aim to provide comprehensive solutions ranging from foundational infrastructure to application level, rather than just partial services,” said the joint venture.
The company also plans to explore how Soneium can aid in protecting the rights of content creators and provide new revenue opportunities while enhancing fan engagement.
In January, Sony hinted at plans to distribute limited NFTs for Sandalwood. This is one of several Web3 initiatives Sony is implementing within its entertainment portfolio. In that same month, Sony announced plans to distribute NFTs through Sony Pictures Entertainment Japan and Sony Music Entertainment France.
In 2022, following the joint acquisition of Bob Dylan copyrights by Universal Music Group, Sony and Universal announced a collaboration on an NFT project involving Bob Dylan himself. However, updates on this project have since been absent.
Sony Music Publishing Japan launches NFTs for soon-to-disband J-pop group Sandal Telephone
