Australian startup Serenade, which gained prominence during the fleeting music-NFT boom, has made a significant shift in its business strategy following its acquisition by Vinyl Group in September 2024. In response to changing market dynamics, Serenade has officially stepped away from NFTs, launching a new “smart formats” platform aimed at enhancing the way artists and labels connect with their fans.
The revamped focus centers on facilitating the sale of “physical-digital” products. This innovative approach allows fans to purchase tangible items that unlock access to digital music and additional content. Notably, these products are often eligible for music charts, offering artists new avenues to boost their visibility and engage with audiences. Among the offerings introduced so far are mini-cassettes featuring Burna Boy, lanyards from Craig David, clothing tags from Mariah Carey, and distinctive magazine covers from Babymetal.
The launch of the white-label platform is a key development, set to streamline operations for clients as they seek to sell music, enhance chart performance, and foster fan loyalty. This user-friendly system aims to attract a wider range of clients, enabling them to leverage the benefits of integrating physical merchandise with digital music.
To support this growth trajectory, Serenade has expanded its team, recently appointing sales lead Matt Drayton and operations and product lead Jamie Parmenter. With these strategic hires, the company is poised to capitalize on its new direction and reinvigorate its presence in the evolving music landscape.
