Serenade (company)

Last updated
Serenade
IndustryMusic technology, Web3
Founded2020
FounderMax Shand [1]
Headquarters London, United Kingdom
Parent Vinyl Group
Website serenade.co

Serenade is a UK-based business-to-business music technology company founded in 2020. [1] It offers a technology for artists to distribute digital music products, including personalised content and non-fungible token-based items, with the sale of physical items.

Contents

Founded initially to provide video-based performances by artists to fans, Serenade later pivoted into a Web3 platform issuing digital collectibles on the Polygon blockchain protocol. [2] [3]

The platform has been used by hundreds of mainstream artists and record labels, including Warner Music Group, Beggars Group and Concord, and was the official NFT provider for the 2022 BRIT Awards. [4] [5]

In 2024, Serenade introduced a line of near-field communication (NFC)-enabled physical products called Smart Formats, which embed an NFC chip in merchandise to link buyers with digital content. According to The Music Network, 12,000 units were sold in the first half of 2024. [2]

In September 2024, Serenade was acquired by Vinyl Group (ASX: VNL) in an all-scrip transaction valued at up to A$2.3 million. [4] Max Shand left the company shortly after the acquisition completed. [6]

Funding

Prior to the acquisition, Serenade raised at least A$7 million in private funding, including participation from actor Hugh Jackman, Powderfinger frontman Bernard Fanning, and executives from Warner Music Group, Future Classic, and Secret Sounds. [7] [2]

See also

References

  1. 1 2 "Max Shand - Serenade". Forbes. Retrieved 21 November 2025.
  2. 1 2 3 Brandle, Lars (2024-09-30). "Vinyl Group Acquires Web3 Pioneer Serenade". The Music Network. Retrieved 2025-07-30.
  3. ↑ "Serenade just raised USD $4.2 million. What's it going to spend it on?". Music Business Worldwide. 2022-05-18. Retrieved 2025-07-30.
  4. 1 2 Thomsen, Simon (2024-09-30). "ASX-listed Vinyl buys blockchain music startup Serenade in shares deal worth up to $2.3 million". Startup Daily. Retrieved 2025-10-26.
  5. ↑ Gillezeau, Natasha (2020-08-31). "App lets you buy a serenade from your favourite singer". The Australian Financial Review. Retrieved 2025-07-30.
  6. ↑ "After 5 years, 4 products, 347 artists and 1 exit, I'm leaving Serenade in the capable hands of our acquirer, Vinyl Group". LinkedIn. 2024-07-22. Retrieved 2025-07-30.
  7. ↑ Dedovic, Amila (2022-04-11). "Hugh Jackman-backed NFT music marketplace Serenade raises $6 million". Business News Australia. Retrieved 2025-07-30.
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