In conversation with Eric Reithler-Barros
RCRDSHP is a platform designed by electronic music experts where artists, fans, and people of the electronic scene can buy and sell digital music collectibles. We spoke to Co-founder and CCO Eric Reithler-Barros about the concept behind, where the content comes from, and what NFTs are.
RCRDSHP is a new digital collectible platform for electronic music. What can users expect and how does it work?
The foundation of our company is quite unique. We are a collective of electronic dance music executives, DJs, producers, creators, technologists and tech people from the Ruby on Rails world and the Blockchain world. You have those three parties coming together in a room to create this thing called RCRDSHP. It is a highly authentic platform, we are working with the best labels and the best artists that we personal like and would listen to. The quality and authenticity of what we're doing shines through from the coding process to the marketing process and the consumer at the end of the day.
First thing users can expect is authenticity. The second thing users can expect is as we are an operating curated platform that there are multiple levels of quality control, once you bought it you can be assured that it has passed through multiple filters. Our creation process now has nine filters built into it over time, from the initial point of meeting and working with independent artists or labels. We are constantly talking to new labels and artists, filtering that content down to the best of the best of what eventually winds up in the digital product that you buy. Lastly, users can expect a very exciting game experience. This isn't like buying NFTs. This is like a game that we're creating that happens to be powered by blockchain and FT technology. And the game itself is composed of digital assets that come from the electronic dance music world. If I buy for example all five tracks from an EP of Mark Knight, which is an NFT that can be bought and sold and traded or redeemed for a backstage pass for a Mark Knight show. I think users can sort of experience an engage with these products over time and build collections that create new surprises, NFTs that pop up in your wallet. It feels more like a journey rather than just buying an asset and putting it in your pocket and walking away.Who doesn't love opening a present on Christmas morning when we were kids, who doesn’t love to rip open that thing to see what you got. There’s already that consumer psychology or that endorphin hit on the front end of this experience because you're opening a thing that you don't know what's inside of it. What follows that experience is the ability to buy and sell these NFTs too, because we've created a secondary marketplace. So the way we distribute NFTs is with packs that have dropped at a particular time and date. Envision like a line down the block of people showing up at that time and date to buy a pack.
What are your main contents?
It is a mixed bag of different media forms. You could receive a song, a mix-tape, or an audio file, that has multiple tracks in it that are mixed continuously together. You can get a video clip, which we call moments. We worked with the Transmission festival, so there is all the festival's content, for example, video clips that are not available on YouTube, which you've never seen before. Your bag might contain a Transmission video clip or a new version of a cover art digitally signed by the artist. We are also starting to create NFT collectibles that are real-life experiences. The NFT could be a coupon that is redeemable for a backstage pass, a front-row ticket, or even a meet and greet with the artist.
How can you become a creator?
We are a highly curated platform. There's a matter of quantity, we have around 70 content partners now. For example, Transmission is one, Iboga Records, Mark Knight, or Mobilee Records in Berlin. I just made deals with Crystal Taters, Todd Terry, Juan Atkins, and many more. We have a curator team taking care to have all different kinds of genres and content of the best quality.
What’s an NFT?
An NFT can be any file that can be uploaded on a hard drive, like MP3, MP4, or a text document file like JPEG. There is a code wrapped around it and that code is the NFT. That is the token, that code enables me to engrave a serial number onto that file. That means I can copy this file, for example, 10 times. That serial number cannot be manipulated, cannot be hacked, cannot be altered. It's literally like a diamond laser engraved it into that file. It's numbered and that means I can create a limited series of that file. In our case, it means I can create only 10 of them. It's the serialization of files with serial numbers to create a limited quantity. It also creates a certificate of ownership to it. It's like a sticky note that says that you own this file. And that creates excitement and higher value per unit because there's not a million of them.
Magdalena Roe & Timi Letonja