Serenade (company)
Serenade is a London-based music technology company that develops digital and physical music collectibles, including blockchain-based releases and NFC-enabled formats, for artists and record labels. Founded in 2020 by Max Shand and headquartered in London, the company operates within the digital music distribution sector, focusing on direct-to-fan engagement models. In 2024, Serenade was acquired by Vinyl Group, an Australian Securities Exchange-listed company.
History
Serenade was established in 2020 during the COVID-19 pandemic as a platform connecting artists and fans through personalised digital performances. The company later pivoted toward digital collectibles, including non-fungible token (NFT)-based music products and interactive fan experiences.
The platform has collaborated with more than 200 artists, including acts such as Liam Gallagher, Muse, and Thirty Seconds to Mars, and has partnered with over 100 record labels.
In 2022, Hugh Jackman joined an investment round backing Serenade, an Australian-founded digital music marketplace focused on NFT-based collectibles, according to The Sydney Morning Herald.
In September 2024, Serenade was acquired by Vinyl Group in a share-based transaction valued at proximately A$2.3 million.
Products and technology
Serenade develops digital and physical music products designed to enhance fan engagement. Its offerings include blockchain-based collectibles and “Smart Formats,” which integrate near-field communication (NFC) technology into physical merchandise, enabling users to access digital content such as music, video, and exclusive media.
The company’s platform is used by artists, record labels, and management teams to distribute music releases and merchandise directly to fans.
Operations
Serenade operates as part of Vinyl Group’s portfolio of music technology businesses, which includes platforms focused on music credits, distribution, and media publishing.
Following its acquisition, Serenade has been integrated into Vinyl Group’s broader strategy of combining physical and digital music products within a unified ecosystem.
See also
- Vinyl Group
- Non-fungible token
- Music technology