Spotify – In the past few years, the Web3 space has caught the attention of the world, piquing the interest of established corporations.
As a result, many have delved into Web3, experimenting to try and adapt to the new world.
Among those the biggest companies to experiment is Spotify.
The music streaming titan recently rolled out a token-gated playlist pilot as part of its Web3 experiment.
The pilot includes several NFT projects that lets holders test a unique crypto integration on Spotify.
Overlord and Kingship are just two of the projects attached to the pilot.
The Spotify experiment includes a feature that allows community members of the collaborating NFT projects to connect a crypto wallet with an Ethereum NFT.
The crypto wallet then grants access to an exclusive Spotify playlist and lets them try out the token-gated pilot.
Spotify started the Web3 integration tests in 2022 as confirmed by a company representative.
Publication Music Ally shared in May that some musicians were testing a feature that promotes NFTs on their artist profile pictures.
One of the collaborating projects in Spotify’s experiment is Overlord, one of the most popular and innovative NFT projects.
It has frequently labeled itself as a gaming and entertainment NFT project.
Additionally, Overlord has signed an animation deal with Seth Green, allowing him to utilize their Creepz NFTs.
“We’ve been selected as one of Spotify’s partners in a new pilot,” Overlord tweeted.
Joining the fray is Kingship, a project that perfectly fits Spotify’s agenda.
Kingship is a unique project that has established itself as a virtual band similar to Gorillaz.
The band is signed from the 10:22PM label by Universal Music Group.
Kingship also follows Gorillaz gimmick, with its members inspired by Bored Ape Yacht Club NFTs.
“The Kingship token-enabled @Spotify playlist has Hud vibing out,” Kingship tweeted.
“Grab your Kingship Key Cards to unlock our exclusive Spotify playlist.”
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Spotify’s new token-gated playlist is currently available on Android.
Users from the following countries can also access the service:
- The United States
- New Zealand
- The United Kingdom
Joe Carnell, the co-founder of Overlord, shared his optimism of the project, giving instructions on how users can access the Spotify project.
“The user simply clicks on the playlist. It takes you out to your preferred wallets, whether it’s MetaMask or Ledger; it depends on how you store your assets,” said Carnell.
“It will ask you to sign, and then it will grant you access to the playlist.”
According to Overlord, genesis Creepz NFT holders can enjoy exclusive access to the token-gated Spotify playlist, which includes songs like:
- Vitamin C by CAN
- Shimmy Shimmy Ya by Ol’ Dirty Bastard
- Rocket Man by Elton John
“The playlist is built around our internal narrative of invasion,” said Carnell.
He was also referring to Overlord’s titular mega-mutant lizard Overlord, who is known to invade different planets.
However, Carnell also said that the playlist is more than just about music.
“Spotify has notoriously been known for championing great UX principles in the way they develop the methodology and product principles,” he said.
“We really were excited about aligning ourselves to a brand who thinks about UX first.”
While Overlord and Kingship appear to take a huge chunk of the benefits, Spotify also seems to be benefiting from the collaboration.
Joe Carnell shared that he is already seeing community members download Spotify for the first time.
Others are also upgrading to a premium subscription to listen to the invasion playlist without ads interrupting.
“The ability for us to change user behavior and drive the kind of KPIs that Spotify wants, because we can set it in a context that [users] love, is really powerful,” said Carnell.
Overlord co-founder Dominic Smith also said the user behavior could be adjusted with the token gate, allowing additional perks.
He alluded to potential benefits, from album releases to behind-the-scenes exclusives like interviews with some music