If you are unaware about a ‘non-fungible token’, it’s time to buy the digital rights of your favourite stars’ memorabilia

Mona

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Keeping pace with the times gets a new meaning as Kurup becomes one of India’s first films to launch ‘non-fungible token’ (NFT) collectibles. A video clip with embedded music, digital artwork, and a hardcopy poster of Kurup, signed by the lead actor Dulquer Salmaan and director Sreenath Rajendran, makes for one such unique NFT. Some of these digital artworks also have physical memorabilia that will be sent to the customers buying the NFT. By and by, celebs globally are realising the power of NFTs amongst their digital-savvy fan base.

Non-fungible tokens are unique digital tokens, which are used to represent ownership of digital goods like images, videos, texts or songs. NFTs are permanent digital certificates of ownership, which are secured and encrypted using blockchain-enabled technology. This allows buyers of such digital collectibles to have permanent ownership of assets like images, music and more. Lately, actors like Amitabh Bachchan, Sunny Leone and Kamal Hassan have launched NFTs, which has increased their fan base.

Truly iconic

Amitabh Bachchan’s famous costume from Shahenshah, an original booklet of Deewaar and a set of six rare show cards of Sholay NFTs made it to Fantico on the legendary actor’s 79th birthday. Tinnu Anand, director and producer of Shahenshah, said at its NFT launch, “A lot of effort went into making the costume of Shahenshah truly iconic. The brief given to the designer was that it needed to be a spectacular costume never seen before, which would take the viewers’ breath away. That was exactly the reaction when the crew first saw Bachchan wearing the jacket on the sets. It is important to not only put forth the moments behind a collectible, but also provide access to fans at large and this is exactly what Fantico is trying to achieve.”

Amitabh Bachchan’s non-fungible token (NFT) collections of ‘Madhushala’, autographed posters and collectibles, have received bids close to $1 million at a recent auction. The poems in Madhushala are recorded in Amitabh Bachchan’s voice.

Kamal Haasan is set to launch his own ‘world’ through his digital avatars, NFTs and a debut in the Metaverse. This digital world would let his fans explore, interact with his digital avatars and buy memorabilia, both physical and digital. “I am excited to explore the emerging intersection of digital and physical world, which is now popularly known as metaverse. My life’s journey of over six decades has blurred the distinction between my personal and professional life, which will be my offering for this metaverse,” said Kamal Haasan, who has tied up with Fantico.

Why this craze for something ‘just’ digital, tech expert Joseph Jude explains, “This is Web 3.0, where the creator and seller can connect without a need for intermediary. NFT is a digital address and that it can be validated, which adds authenticity and value to the digital art.”

Global trend

Sunny Leone was one of the first few in Bollywood to roll out her very own NFTs. “NFTs give me an opportunity to express myself with art and be able to essentially make each NFT its own unique token, which is really exciting,” said Sunny, who is set to roll out curated artworks on her website.

Internationally, celebrities such as Ellen Degeneres, Paris Hilton, Lindsay Lohan, and more, and also desi artistes like Raftaar and Mika Singh, have previously ventured into NFTs.

The world of NFTs isn’t limited to actors or singers, artistes are finding a great opportunity in NFTs too. “In different mediums, across decades, MF Husain’s iconic Horse has consistently fascinated art aficionados. Fantico, as an NFT platform, is quite privileged to create the first MF Husain NFT linked to the original artwork,” said SMM Ausaja, Sr VP Content & Sourcing.

Acclaimed Designer Gaurang Shah has tied up with NFT Marketplace Backed by BCETH Labs. NFTs of creations by Gaurang Shah in collaboration with Lavina Baldota’s project SANTATI, will be on live auction soon.

sNFTs will be sold along with the sarees itself and each of the creations will be limited to only one. These would have some of the finest paintings by legendary artist Raja Ravi Varma completely handwoven on the sarees in khadi.