The Coachella Valley Music and Arts Festival is back in Web3 news again. On April 3rd, the world-renowned festival launched ‘Coachella Quests,’ a blockchain-based loyalty game in collaboration with Ava Labs that rewards fans through digital and physical experiences.
The Coachella Canvas app features games, art, and immersive experiences. It lets fans create a unique digital passport called a Canvas Card to chronicle their time at the festival. According to a press release shared with Rarity Sniper, the initiative will let fans catalog their Coachella memories over the years. All the digital assets are minted and managed on the Avalanche blockchain.
Fans who complete Coachella Quests at the upcoming festival taking place at the Empire Polo Club in Indio, California, between April 12th and April 21st, or on the Coachella Discord, will earn “Stamps” and points that can be swapped for rewards. The rewards unlock VIP access, mystery merch boxes, and access to unreleased music. Users who create all the Quests become eligible for a chance to win the ‘Coachella Key,’ an NFT-gated ticket linked to two guest passes to Coachella 2025.
The Director of Enterprise Business Development for Ava Labs, Paul Chodirker, said that it was exciting to blend the “physical and digital” to bring about a “new era of fan engagement.” He believes on-chain assets with real-life utility can help build “sustainable relationships between music fans, festivals, and artists.”
The Innovation Lead for Coachella, Sam Schoonover, added that the cost effectiveness and high throughput of the Avalanche blockchain lets Coachella experiment “with new loyalty use cases.” Coachella is also teaming up with community programs and other partners for ‘Side Quests’ featuring additional experiences and content that also enable them to earn rewards.
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