• Maluma and Massey’s partnership shows NFT is going mainstream

  • NFTs are not only increasing in volume, they are becoming mainstream. In the first half of 2020, only $13.7 million worth of NFTs were sold. by the time we complete the first half of 2021, the market has risen to a new high of $2.5 billion in sales. Collectibles were the most popular category, with over 367,000 NFTs sold in the first six months of 2021. however, sales in popular categories such as sports, art and gaming were also high, indicating a growing interest in non-counterfeitable tokens among the general public. Nearly 300,000 NFTs were sold in the sports category, while more than 124,000 units were sold in the arts and nearly 73,000 in the gaming category.

    One of the most recent additions to the list of famous and popular artists utilizing NFTs is famed Latin Grammy Award-winning superstar Maluma (Maluma).

    Maluma is partnering with the Ethernity chain ahead of his upcoming world tour

    Ethernity is one of the most well-known NFT programs that auctions verified artwork in the form of tokens. It features not only certified artwork from top artists, but also stars and celebrities from the world of sports, music, film, gaming, technology, history and entertainment.

    Maluma has partnered with the Ethernity chain to launch what is considered a “revolutionary visuals NFT art series.” the NFT placement will also feature an ensemble of unshared photos from Maluma’s life and unseen footage from the artist’s life.

    Alejandro Robledo Mejia processed the footage into fine gold flakes, which were later mapped onto Maluma’s 3D face. While the photos will dissolve into gold, the drop will also have a custom frame, painted by Maluma himself, along with a personal note written by his own hand and signed on the artwork.

    Nick Rose, CEO of Ethernity Chain, is excited about this upcoming NFT product. His euphoria about this collaboration is fully evident when he says, “We live for these types of collaborations.” He also believes that this partnership will be the next step for Ethernity as well as NFT.

    Overall, the project combines the pure artistic value of NFTs with advanced cryptography. The tokenized artwork will be made visible on stage at Maluma’s upcoming Papi Juancho World Tour in 2021.

    Lionel Messi launches NFTs

    Before Maluma, it was the turn of legendary footballer Lionel Messi (Messi) to take a step towards NFTs. He sees NFTs as another way to connect with fans. Comparing the timelessness of art to the timelessness of football, Messi has teamed up with Boss Logic and Ethernity to launch his first official NFT.

    BossLogic produced exclusive images that reflect the success of Messi’s career. On the other hand, the Ethernity platform offers the Messiverse collection for purchase. These NFTs are named “The Man from the Future,” “Worthy of Attention,” and “The King’s Work,” while creative agency Impossible Brief has another piece to release.

    The overall theme of the NFTs is to highlight the achievements, moments, team love and future accomplishments surrounding Messi as a person.

    The popularity of NFTs, and the adoption of sports legends, certainly reflects the rapid mainstreaming of the token. Even before Maluma and Messi, Ethernity had other legends like Muhammad Ali and Pele on their collection.

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