💡 The Big Idea

Harmony’s 1MusicDAO is a Web3 community for artists + fans to create their own economy and culture around music 🪙🎤

Using a three part approach, our goal is to evolve this operation into a self sustained Web3 “record label” that will be completely decentralized.

1. The first tier would be built around a micro-based approach of working with an individual artist (G Yamazawa) and creating economics anchored in Web3 that will work in tandem with the current traditional music industry model.
2. Simultaneously, we will employ our second approach, where we plan on acquiring more established artists through Web3 exclusive deals and offering services through revenue split models.
3. In the third and final tier, we plan on transitioning all of our R&D of the first two tiers toward a fully automated, decentralized record label that behaves like an exchange and provides economic opportunity to every artist in the world.

By focusing on presenting our music industry partners with sound tech partnership and economic options built around their community, Harmony ONE’s net takeaway will be more 1Wallet adoption, greater Blue Metaverse interaction through Metaverse festivals, and wider Harmony ONE engagement. With a keen focus on building community through engagement and access, artists will utilize our partners to build the perfect Web3 experience for their fans. Complete with performance venues, NFTs with utility toward community oriented economics, premium and exclusive content; we will bring new meaning to the “artist fan club” 🤩.

Sammy Chand

Sammy's music stretches back two decades, from his deep roots in the music industry in Los Angeles, to his shaping of the Indian fusion sound around the world. The list of artists he has collaborated with is indeed very impressive, but the type of projects Sammy has been producing have ranged from social movements to making music for some of the most important films of our time.

www.sammychand.com

Goals

• Increase 1Wallet adoption through exclusive content from our own in-house music program by adding 50k users from 1MusicDAO artists in 2022
• Increase Blue Metaverse engagement by increasing cultural interaction by holding a major Metaverse concert in November 2022
• Build The Future where any artist around the world can engage in the economics of music through Web3 without depending on a record label

🍰 General Strategy : A 3 Tier Approach

In our first tier of work:

We will work with an individual artist to make an album, market it, and implement the economics of the Web3 world. When looking at an artist like G Yamazawa, our approach is to look at key performance indicators that drive engagement. Some clear indications are rooted in the growth of streaming numbers which will impact our NFT engagement. For G Yamazawa, with the help of our marketing plan, we expect a 500% growth in streaming numbers, from a 50k/month floor to a potential 250k a month on Spotify.

Our goal is to convert 7% of these monthly listeners to interact/download with the 1Wallet (approx 17k). We also expect 1% of monthly listeners to enter G’s NFT market, bringing the marketplace to 2500 buyers. In comparison with similar NFT markets, we see that artists on 88rising sell NFTs from $100 on up, so we could see revenues generated in the $250k/ month range. With other elements like tickets, exclusive content, and other experiences, we project gross revenues to cross 1 million dollars. in the first three months.

We plan on employing a method of marrying Web3 economics with the traditional music industry model. The artist can leverage marketing spends in one space toward the other. There is room for G Yamazawa to seek a relationship with a traditional record label in the form of a licensing deal where he leverages the marketing spends created through his alliances in Web 3 toward marketing spends in Web2. This opens up his work to two worlds of economics that legally and practically coexist. There are several labels we can partner with on the traditional side like 88rising, Warner Music, Sony Music, Def Jam, and more, where we have strong ties.

In our second silo of business:

Our objective would be to sign up to 7 artists to Web3 deals with exclusivity to 1MusicDAO for a period of one year. In this time period, we would engage in a revenue split with the artists around Web3 products. These more abbreviated deals will behave like current traditional merchandise models, where likeness and imagery would be licensed toward the range of Web3 products that fit the artist’s brand

We plan on signing a range of artists with different sizes of followings (3 with 1M+ IG followers, 3 with less than 1M, 1 less than 100k). We are focused on spreading out the artists geographically to strategic areas like India, Africa, and LatAm. We will also try to acquire label-wide rights from several potential candidates for a signing bonus and back-end revenue splits to develop a wider repertoire. The idea would be to offer the artists or a label a newly defined vertical in the Web3 world through 1MusicDAO that was never available to them.

Our final objective:

To arrive at a completely decentralized autonomous record label. Free of any curation, free of any gatekeeper, and free of any binding or antiquated economic model. The opportunity will be for us to create an environment that allows the artist it’s own range of economic ecosystem designed by themselves. They key is to perform these important steps for in a way that will strengthen our understanding of how Web3 can economically can positively impact the artist of the next generation, before making them available to artists on a worldwide scale. 🌍

In the past, NFTs and other Web3 items were always perceived as impetuous and without thought of any utility beyond a visual digital product. They also lacked a greater vision or ecosystem, but now, moving forward, we must present genuine value through access and exclusivity to fans. By help providing this world of resources to the artist, we believe this ecosystem when presented to an artist, will change the business of music as we know it 💥

Blue Metaverse: Apes Games, Social Tokens, Digital Festivals

Below is our talk at ONE Event during NFT.LA 2022, showcasing demos and roadmap of Harmony's Blue Metaverse.

harmony.one

Current State of the Music Business

The music business as a whole has enjoyed a period of stability. During the last 14 years of the great streaming revolution, the metrics of the music business have seemed to arrive at a general consensus amongst label, artist, and streaming company. The music business has always been at the mercy of its technological counterparts and has rarely been at the formative ground level of the economics of an emerging space.

Enter Web3, a new space that can fundamentally change the economics of the music business, and greater, the entertainment industry as a whole. Even if we forget about the fact that consumption will result in immediate accounting and more accurate articulation of usage, we should consider the fact that the artist’s community will enjoy in the financial success from the artist themselves. This will create less dependence on traditional record label economics, and result in a greater amount of creative autonomy for the artist ✌️

At the core, the music business has always been the prospect of volume, both in sale and in overall credibility. Although that may not entirely change from the perspective of economic success, Web3 allows the artist to form their own marketplace complete with it’s own economics. Artists can finally put together products and utility that are far more customized to their own specific ecosystem and then subsequently, channel their fanbases through utility into wider marketplaces like the Metaverse.

Over last several months, we have all witnessed a surge in the space of NFTs associated with musicians, but what has been lacking is a thorough ecosystem of products and utility that serve lasting function to their fanbase. The opportunity in this expansion into the Web3 space lies within an entry point of exclusive content that a driven fanbase is looking for, and with perks and experiences they can’t find anywhere else.

We are now entering a very interesting period where the music industry and opportunities around it seem to be a little more democratized than ever before. There is a sense of enthusiasm and optimism in the industry that is resonating beyond even the creative spaces of the music itself. The visual and sensory experience around the music is about to take life, and how does the artist create that? How do they move their music into the spaces they have never articulated their music experience in before, and how do we use our technology to help them do so? In here lies our opportunity 🧠

2021-2022 Lessons Learned

The very first area to consider in this space is not the progress from a technological or capabilities perspective, but perhaps something that many of us didn’t consider when intersecting our work with the cultural gatekeepers - that is work and industrial culture. At the core of our identity at Harmony ONE, is a culture of decentralized and transparent information, as it is also baked into the basic psychology of the overall Web3 space. However, this may not transfer so easily to our prospective entertainment industry partnerships that carry and create culture. Their proprietary information is sometimes rooted in the public’s level of anticipation and any breach or compromise in this area can reach deep legal ramifications.

Over the last few weeks, we have been engaged in relationships with several major strategic partners that have forced us to evaluate our culture and how we go about doing what we do. In all regards, there have been teachable moments that have allowed us to grow in healthy ways. It is after all, the exchange of understandings that come from reaching common ground that solidify people-oriented partnerships. As these partnerships grow and evolve, the audiences we nurture will need more content that is native and comes from an in-house perspective. These in-house operations will continue to bridge the content gaps with outside partners, but also help Harmony develop their systematic and programmatic engagement without any external restrictions or legal parameters.

Lastly, and perhaps most importantly, we have learned that the music industry feels that the current music industry model is antiquated and needs an overhaul. The autonomy that comes from a successful community/DAO is going to power the artist’s community going forward, but finding a successful business model that truly benefits the artist and its community is going to take time. More specifically, just how our Web3 operation is going to best interface with the traditional music business jurisdiction and its marketing power will provide the formula. That transition to Web3 from the traditional model is still some time away, until then, we have to best supplement it with unique experiences that adds value for an audience.

So How Do We Do This?

Tenets

• Focus on the artist’s success: If the artist wins, this community wins 🚀🚀 🚀
• Let’s build community: Offering unique engagement that builds a sense of community. 🤝
• Present value to the fan: Give access to content you can’t find anywhere else. 🔑
• Add value to the existing business: Supplement the artist’s traditional model with a strong corresponding Web3 strategy. 💪
• Think wide: Ideas that present unique utility for the fan base. 🤔
• Add to our existing relationships: Partner our own artists with some of our partners (88Rising) ☀️

Three tiers to our strategy

1. The First Part of the 1MusicDAO strategy

The first part of our strategy has to do with a very simple first step. Work with one artist and prove that a Web3 world can be a success for both the artist and the 1MusicDAO as a whole. Our artist of choice is none other that Japanese American Hip Hop star G Yamazawa.

We will breakdown the structuring of a partnership between Web3 and G. How we plan on constructing the project, marketing it, taking it to market, and aligning it all with Web3.

Our First Artist : G YAMAZAWA

Check out G’s song “Yao Ming” set to be featured on the upcoming NBA 2K22 game 🏀

What is the General Strategy to launch G Yamazawa?

Finish G’s EP/Album with hit producer Omarr Rambert. Develop a roadmap of Web3 products around this album. Finish all music videos, designing of NFT programs, and Metaverse activations. Release the album in partnership/in tandem with one of our traditional record label partners. Share assets to create value for label and 1MusicDAO and create ability for G to leverage a favorable deal in the traditional business. Release Web3 content every week for 12 weeks after the release through 1Wallet. Use worldwide billboards and Web2 to market.

Here are some Milestones to Achieve : 🎯

Three Month Schedule of Events For G Yamazawa :

Month 1 : 

June 1 - 7 :

G will record 3 new songs to finish his album titled “GEORGE”

• Focus on finishing album and setting up creative collateral
• Currently G has 7 songs - English & Japanese - (selection is down to 15 songs)
• He must come up with 3 songs from Omarr Rambert, or other renown producers
• Come up with 2 features - J Cole, Cordae, Joji, Rich Brian, Kohh, Jaden (possibilities)
• Schedule recording sessions begin April 29th
• Begin taping documentary of the process

Deliverable :

1. May 7th 3D animated video to announce signing of G Yamazawa

June 8 -14 :

Music Production, Music Video Ideation, NFT design, Launch Social Coin

• Continue Recording sessions
• Little Samurai’s, Little Ninjas - Mad NFTs, (rapping), AI NFTs - Left Field Labs series around G’s identity
• “NFGs” haha
• Offer coins to people that sign up
• Make the token usable to a product right away
• Using tokens to vote or influence
• Build out the utility of the coin

Deliverable :

1. Come up with 2 music video concepts/directors/producers etc
2. Identify art direction for Little Samurai or Little Ninjas NFT series