Fox Entertainment’s 'Masked Singer' show launches token-gated fan experience

Quick Take

  • Holders of NFTs called “Masked Singer Stars” will gain access to exclusive content.
  • Fans will have to earn the right to become eligible and then purchase one of the NFTs which will likely cost about $50.

Fox Entertainment and its web3 arm Blockchain Creative Labs are unveiling a new token-gated fan experience for the network's hit singing competition show “The Masked Singer.”

Holders of a non-fungible token, or NFT, called “Masked Singer Stars,” will be able to “watch exclusive content featuring behind-the-scenes and confessionals from this season’s contestants.” The NFTs will cost about $50 and there will be a limited supply of 1,050, Fox said in a statement.

Fans will need to win a chance to purchase the NFTs by scanning a QR code and then participating in interactive initiatives like voting on the contestants they think will advance. By participating, fans will be able to "level up their Loyalty Pass" and become eligible to buy the NFTs which will unlock additional exclusive content. The fan voting will not influence the outcome of the show, the media company said.

Fox and Blockchain Creative Labs’ move is one of the strongest examples of a Hollywood media company combining the popularity of an existing brand, blockchain technology and gamification in order to engage with fans. Fox’s strategy is to increase both fan engagement and the monetization of one of its top intellectual properties.

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