Sony Music Publishing is leveraging its Soneium blockchain platform to create exclusive NFTs for J-pop group Sandal Telephone, targeting superfans with unique digital collectibles.

The NFT initiative offers fans who spend ¥5,000 (approximately $33.46) on merchandise access to exclusive digital collections. Through a partnership with retailer Entaba Akihara, collectors who acquire three or more NFTs unlock exclusive video content.

Sandal Telephone's history includes several transformations:

• Initially formed in July 2017 as Shuuengo Buppan
• Relaunched in 2018 with a new lineup
• Rebranded as Sandal Telephone in April 2019
• Set to disband on April 30, 2025

While NFTs have lost mainstream appeal since their 2021 peak, they continue to find success in Japan's superfan culture. Sony's investment in blockchain technology through Soneium demonstrates major companies' ongoing interest in monetizing dedicated fan bases through exclusive digital content.

The project distributes NFTs through Sony Group Global's Fan Marketing Platform, offering them at events and as merchandise purchase bonuses. This approach represents a strategic shift toward targeting devoted fans with exclusive digital content rather than pursuing broader NFT market speculation.

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