Ambev enters the NFT universe with the Beats Comunidade NFT project that comes with the launch of its first digital collectibles and activates its community of artists and partners to collaborate with a purpose: to promote funk in Brazil through blockchains.
As a partner of the project, the NGO Voz das Comunidades is the link that connects the brand with music and reinforces the social commitment of the action. Total, 30 digital collectibles, aka NFTs, non-fungible tokens were offered for sale, a sole proprietorship digital asset. It is through them that it will be possible to invest in this brand fund to support the institutions that promote the funk cultural scene in Brazil.
The digital collectibles were developed by Lumx Studios and Monnos, Brazilian startups that connect companies and brands to Web3 using proprietary technologies. Personalized and in line with the brand’s strategy, the platform enables Beats to track engagement, understand the desires of its community, and identify opportunities to engage and bring new initiatives to customers.
“The union of NFTs and music allows us to enter different markets, uniting different universes, making artists reach other markets and helping art to be seen as an investment.”, highlights Andressa Schiessl, Innovation Manager at Beer Garage Ambev.
The choice of blockchain technology reinforces Beats’ commitment to transparency and the distribution of the amount raised with the project. The certainty of directing the investment to organizations with a cultural commitment comes from a long-standing association with the NGO Voz das Comunidades.
“This association with a brand like Beats increasingly boosts the work we do in the communities of Rio de Janeiro and also in those institutions involved on a daily basis with funk. The unprecedented choice of technology to generate resources for these organizations demonstrates the importance of this initiative.”, celebrates René Silva, from the NGO Voz das Comunidades.
According to Thais Soares, Beats Brand Director, “The purpose is to build Beats as a culturally active brand, in which funk is one of the platforms. Our mission is to use the innovation levers of the brand to join the cultural movement. And we find in this initiative a unique way to strengthen those who work in favor of rhythm”, he highlights. The official launch of Beats Community NFT was on November 18.
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