We rethought the concept of an album as a season of a television series with web3 drop sites that act as episodes, immersing fans in the story of a “failed 33-year-old influencer who decides to upload his consciousness to AI so that he can focus on music”. Each site allows fans to more deeply understand the music and, through a series of custom smart contracts, rethinks fan/ community incentive structures for the modern music industry.

Depth of narrative is often lost to the templated approach of rolling out music to trigger social media algorithms. This, coupled with the DSP consumption model, has altered the artist’s ability to tell long-form stories with their music. This rub between art vs influence, analog vs digital, amplification vs depth is at the heart of Jagwar Twin’s artistry and embedded in their new album, 33. Naturally it became the basis for our campaign to create new ways for fans to immerse themselves inside and also be incentivised to participate and build a music community.

To gain access to the Hall Of Mirrors, fans must own a crown NFT in their wallet. The crown NFT is the master key to the Jagwar Twin universe. It’s a composable proof-of-fandom NFT that forever will change based on the engagement, and ownership of fans in the web3 space. The visual system of the crown tracks fans’ history of project engagement which then can be used to unlock access to gated elements of the Hall Of Mirrors, merch discounts and more.

Artifacts are a collection of free one-of-one NFTs, each an element of Roy’s personal or professional journey. The only way to build out the Hall Of Mirrors is for fans to search for and discover codes hidden in the story of Jagwar Twin and this campaign. When a code is discovered, the fan can mint it as an NFT for free and, once minted, a new room in the Hall Of Mirrors is created. The fan who discovered and minted it is forever listed in that room.

Modern music is monetised through a consumption model, but blockchain technology serves to offer a new path, thanks to NFTs. Through ownership onchain, music can be collected and owned as fine art. This has the potential to alter everything from record deals to fan engagement and more.

(Jagwar Twin is managed by digital design and experience studio CTHDRL who designed and built this campaign in house.)