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By Jonathan Cohen
Inventive studio Sturdy has teamed with Shawn Mendes supervisor Andrew Gertler to launch STURDY.exchange, a brand new NFT market for artists, Selection can solely reveal. After a beta launch final week that bought out of a 5,000-piece artwork mission by Somehoodlum (Drake, 21 Savage), STURDY.trade is now stay with a group of unique music, movie and pictures that includes the band Loss of life From Above, artist Franky Aguilar and photographer/filmmaker Misha Vladimirskiy.
Every NFT comes with potential entry to autographed memorabilia, meet and greets and stay performances. New NFT drops will go stay every week, together with a forthcoming collaboration with Jamaican-born/Canadian-based hip-hop producer Boi-1Da and Bacardi.

As previously reported, Somehoodlum designed the characters for the brand new Amazon grownup animated comedy “Fairfax,” which premieres Oct. 29. After a four-year break with out new music, Loss of life From Above will hit the highway beginning March 5 in Philadelphia in assist of its 2021 album “Is 4 Lovers.”

Sturdy is understood for its tour design work with high acts equivalent to Mendes, Travis Scott, Drake and Kendrick Lamar, and its merch and paintings for acts equivalent to Olivia Rodrigo and Rosalia. “We began Sturdy three years in the past with the purpose to empower artists,” says Sturdy co-founder Tyler Henry, who can be a managing associate at Range Media Partners. “Their work has been exploited throughout the history of entertainment, so we set out to build a company by artists, for artists. Sturdy.exchange was our next chapter in that mission.”
“The Sturdy team has been working as creatives with some of the top names in music for over five years, and they understand the existing pain points artists and music releases face,” Gertler tells Variety. “Watching their first drop sell out in 24 hours while building in stealth mode was so great to see and just the start for this new artist- and fan-focused collectibles platform.”
Sturdy.trade just lately secured $4.3 million in Collection Seed funding, led by Hex Capital’s Ali Saheli with participation from Gertler, Appworks, Dapper Labs, Bronco Ventures, TheVentureCity and Coinbase Ventures. Along with Tyler Henry, the Sturdy and Sturdy.trade management group consists of Kevin Henry, Connor Moy, Matthew Goulet, Sandro Tolentino and Adrian Martinez.
Provides Gertler: “I’m an enormous fan of what Dapper Labs has constructed with the Movement blockchain ecosystem and NBA High Shot, and what they’ve performed paving the way in which for extra superb consumer-friendly merchandise to be constructed on Movement.”
NFTs stay red-hot commodities within the music area, with Lil Nas X just lately asserting his participation in TikTok’s first formally minted NFT assortment and Kings of Leon’s NFT album “NFT Your self” having raised greater than $2 million, together with greater than $600,000 that immediately benefited Stay Nation’s Crew Nation fund for touring crews, in response to inventive company Night time After Night time. Will.i.am additionally just lately joined Jeffrey Katzenberg in a bunch of traders to fund the brand new NFT startup platform Cent.

The Enterprise of Leisure

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