Much like the streaming revolution of the web2 era, the music business is once again facing the possibility of a major overhaul with Web3’s promise of new, more personalised and immersive ways to reach listeners and fans. A lot of questions remain unanswered, however. Challenges faced in the post-web2 world, when it comes to music, entertainment and advertising/commerce, are primarily rooted in a lack of knowledge about how to plan and execute an activation in web3, from brand and consumer strategy to legal matters involving licensing and copyright. Artists, labels and brands who are looking to build these activations need tangible and realistic insights into the barriers to entry into web3–technical infrastructure builds, licensing and using music in the metaverse, engaging users–and how to overcome these barriers.

This panel brings together experts in web3, music streaming technology, and artist services to walk the audience through the steps leading up to a successful music web3 activation, addressing key topics including licensing and rights management, content curation and metaverse platform selection, fan engagement, and brand strategy.