SAN FRANCISCO (CelebrityAccess) EDM producer 3lau, indie promoter Prime Social Group and others are expected to launch the Pour Music Festival this winter, billed as the world’s first “blockchain-powered festival network.”
OMF is expected to take place at San Francisco’s Civic Center Plaza Oct. 20 with Zedd headlining and the full lineup to be announced in the upcoming weeks, according to IQ magazine. The OMF team also includes blockchain entertainment platform SingularDTV, and digital marketing firm CrowdWave that includes AM Only founder and Paradigm partner Paul Morris. Consultants include Paradigm’s Lee Anderson, CAA’s Hunter Williams, Paradigm’s Sam Hunt and CAA’s Phil Quist.
This year’s festival will launch 3lau’s OMF Token, which will be available publicly after the event and is powered by Ethereum, according to Forbes. The tokens will be used to buy tickets, VIP upgrades, merch, food and bev.
3lau is the performance name of Justin Blau, who will be part of the lineup, but also the name of his company. Blau has been involved with cryptocurrency since 2014.
“I looked at the dollar sign and was like, this is cool, but what fascinated me even more was doing a transfer – seeing how quickly you can move money around without an intermediary,” Blau told Forbes at the time. “I started to think, ‘How could this tech eliminate a lot of the inefficiencies I’ve experienced in music as an artist?'”
Organizers say OMF will be an opportunity to employ blockchain to combat issues in the music industry, from ticket price inflation to scalping.
“With over 900 concerts and 50-plus festivals produced in our career at PSG we’ve learned all the positives of this amazing industry,” Prime Social Group founder and co-CEO Adam Lynn in a statement. “We’ve also found some room for improvements, and with the team of incredible partners and technology experts we are going to break down some barriers that we never would’ve thought had been possible.”