Label Dirtybird announced that it has now sold 9,090 of its generative NFTs, called the Dirtybird Fight Club collection. Each uses original imagery from artist Birdcap and they were priced at $250 each. In true gold-rush NFT style, all pieces sold out in five minutes, generating over $2.27 million in sales. Subsequent exchanges of the birds have earned over 1,000 Ethereum or $4.5 million – of which Dirtybird claims 7%. Owners of NFTs were treated to special events at the Dirtybird Campout festival, as well as in Los Angeles, and virtually.
This is a success story for the indie label insomuch as they have successfully assembled all parts of the package that fans seem to want: unique digital “merch” in the form of artwork, an accessible price point, and membership to a special club that treats them as NFT VIPs. This may be a common future implementation of NFTs for music brands: leverage an existing IP into, essentially, a hyper-fanclub.
As we’ve pointed out before, it’s not a million miles from paying to join the Beatles fanclub in the 1960s: you buy the cachet of membership, feel closer to the artist, and get fanclub-only gifts and events.