The Alpha:<\/h2>\n\n- Starting on March 21, 2023, Getty Images will release The \u201970s Music & Culture Collection, a compilation of images of musicians and cultural icons, including Jimi Hendrix, Elvis, David Bowie, Stevie Nicks, The Rolling Stones, and several more. <\/li>\n
- To release their first-ever NFT drop, Getty partnered with Candy Digital, a digital collectibles platform and marketplace that has previously helped Major League Baseball, Netflix, The WWE, and more enter Web3. <\/li>\n
- Fans will be able to purchase the images, which will be minted on the Palm blockchain, on Candy.com with credit cards or USDC. Photographs in the collection will range in price from $25 to $200. Candy is also offering fans the ability to mint an introductory image for free for a limited time. <\/li>\n<\/ul>\n
\nDive deeper<\/h2>\n
Getty Images is one of the world\u2019s premier platforms for images. With several popular platforms under its umbrella, including iStock, Unsplash, and Photos.com, the Getty Images Archive<\/a> contains over 80 million photographs. That archive presented Getty\u2019s Curator of Print Sales and Exhibitions, Shawn Waldron, with the daunting task of assembling a collection for the company\u2019s first digital collectibles release. <\/p>\n\u201cWe knew that we really wanted to feature the depth and breadth of Getty Images\u2019 archives,\u201d Waldron explained while speaking to nft now. \u201cIn a lot of ways, we really just scratched the surface. We kicked around different ideas for how to even approach the 70s. As we started digging [through the archives], we were finding different threads, and you let the content sort of guide you.\u201d <\/p>\n
Getty\u2019s upcoming drop includes images from six well-known photographers: Don Paulsen, David Redfern, Fin Costello, Richard Creamer, Steve Morley, and Peter Keegan. Finding a through-line to capture certain aspects of these photographers\u2019 work presented Waldron its own challenge. <\/p>\n
\nCredit: Getty Images<\/figcaption><\/figure>\n<\/div>\n\n\n\u201cThis first collection for Candy is interesting because we\u2019re exploring different photographers [and] each had their own specialty.\u201d<\/p>\n
Shawn Waldron<\/cite><\/p><\/blockquote>\n<\/figure>\n\u201cThe images stand alone, but they\u2019re also part of a bigger, broader body of work,\u201d Waldron elaborated. \u201cSo, you have to understand where things fit in the narrative and that chronology. This first collection for Candy is interesting because we\u2019re exploring different photographers [and] each had their own specialty. They were all working within the broader idea of 70s music, which was such an incredibly dynamic period: you have the birth of punk, the birth of disco, Laurel Canyon, glam rock in the U.K., reggae, outlaw country. And you had this rise of music media, a real need for photographers to be out there, covering these growing scenes.\u201d<\/p>\n
Out of the thousands of photographs the Getty team sorted through, Waldron helped whittle the collection down to just 120 images. The first 100 photographs focus on the various music scenes of the 70s, with the remaining 20 devoted to Peter Keegan\u2019s body of work of New York street scenes during the same time period. <\/p>\n
\u201cThere was so much that was happening in New York that was really kind of the nexus for a lot of the broader cultural changes that were happening,\u201d Waldron emphasized. \u201cIt all really came alive on the streets in New York, so [those 20 photos] make a really nice compliment with the others.\u201d <\/p>\n![\"Iggy](\"https:\/\/nftnow.com\/wp-content\/uploads\/2023\/03\/Michael-Ochs-Archives-GettyImages-73993692.jpg\")
Iggy Pop performs with the Stooges at the Whisky A Go Go in LA in 1973. On the right is guitarist James Williamson. Credit: Richard Creamer\/Michael Ochs Archives\/Getty Images<\/figcaption><\/figure>\nCandy Digital\u2019s partnership on this drop was a natural one, and the two have been in close contact since the platform\u2019s inception. While creating digital collectible drops with Major League Baseball, for example, Getty has served as a licensing partner for the images used in those collections. And while Getty is largely a B2B business, The \u201970s Music & Culture Collection represents one of its stronger pushes into the world of interacting with fanbases in a more direct way. <\/p>\n
\u201cWith Getty as a partner, we\u2019ll be connecting with some of our existing customers, people who are broadly fans of NFTs and the digital future,\u201d Candy Digital CEO and co-founder Scott Lawin said to nft now. \u201cBut we\u2019re also talking more directly to the traditional art market and to the traditional culture collector marketplace.\u201d<\/p>\n
Lawin explained that people who purchase the images will retain limited usage rights, being able to print the photographs on t-shirts and the like. However, Candy is working with Getty on potential future products that include different types of commercial rights for collectible holders to \u201cempower the next generation of creators,\u201d Lawin noted.<\/p>\n![\"Photo](\"https:\/\/nftnow.com\/wp-content\/uploads\/2023\/03\/Fin-Costello-GettyImages-84898319.jpg\")
Andy Mackay and Brian Eno performing on stage on their first U.K. tour. Credit: Fin Costello\/Redferns<\/figcaption><\/figure>\nRegarding potential utility, Lawin made it clear that The \u201970s Music & Culture Collection will focus more on the historical significance and the artistic and personal value of the photographs that make up the collection while hinting at possible future utility experimentation in future collection releases. <\/p>\n\n\n\u201c[These drops] aren\u2019t just an opportunity to create a digital product, make some money, and move on.\u201d<\/p>\n
Scott Lawin<\/cite><\/p><\/blockquote>\n<\/figure>\n\u201cAlong with different types of products, there might be physical twins, physical utility, there might be experiences for collecting or unlocking a certain set that people have,\u201d Lawin offered as a glimpse into future collection utility. <\/p>\n![\"December](\"https:\/\/nftnow.com\/wp-content\/uploads\/2023\/03\/Peter-Keegan-GettyImages-3263332.jpg\")
December 1975: Street vendors selling pretzels and hot dogs in New York. Credit: Peter Keegan\/Keystone\/Getty Images<\/figcaption><\/figure>\nWhat\u2019s next?<\/h2>\n
Candy Digital has been able to win over partners like Netflix and MLB through a steady and transparent introduction to the opportunities that Web3 can afford their fanbases. Another strategy they\u2019ve employed has been to put the emphasis on their product rather than the format it comes in, hence the company\u2019s lack of affection<\/a> for using the term \u201cNFT.\u201d And partnering with Getty Images is a natural next step for the platform as it prepares to significantly accelerate its growth into the Web3 arena in 2023. <\/p>\n\u201c[These drops] aren\u2019t just an opportunity to create a digital product, make some money, and move on,\u201d Lawin underlined of the platform\u2019s approach to digital releases. \u201cWe enter into long-term agreements and long-term partnerships to really explore what this technology can do and how it can engage their customers in a different way.\u201d <\/p>\n
The \u201970s Music & Culture Collection drops on Candy.com on March 21. <\/p>\n
In case you missed it:<\/h3>\n<\/p><\/div>\n
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Dive deeper<\/h2>\n
Getty Images is one of the world\u2019s premier platforms for images. With several popular platforms under its umbrella, including iStock, Unsplash, and Photos.com, the Getty Images Archive<\/a> contains over 80 million photographs. That archive presented Getty\u2019s Curator of Print Sales and Exhibitions, Shawn Waldron, with the daunting task of assembling a collection for the company\u2019s first digital collectibles release. <\/p>\n \u201cWe knew that we really wanted to feature the depth and breadth of Getty Images\u2019 archives,\u201d Waldron explained while speaking to nft now. \u201cIn a lot of ways, we really just scratched the surface. We kicked around different ideas for how to even approach the 70s. As we started digging [through the archives], we were finding different threads, and you let the content sort of guide you.\u201d <\/p>\n Getty\u2019s upcoming drop includes images from six well-known photographers: Don Paulsen, David Redfern, Fin Costello, Richard Creamer, Steve Morley, and Peter Keegan. Finding a through-line to capture certain aspects of these photographers\u2019 work presented Waldron its own challenge. <\/p>\n \u201cThis first collection for Candy is interesting because we\u2019re exploring different photographers [and] each had their own specialty.\u201d<\/p>\n Shawn Waldron<\/cite><\/p><\/blockquote>\n<\/figure>\n \u201cThe images stand alone, but they\u2019re also part of a bigger, broader body of work,\u201d Waldron elaborated. \u201cSo, you have to understand where things fit in the narrative and that chronology. This first collection for Candy is interesting because we\u2019re exploring different photographers [and] each had their own specialty. They were all working within the broader idea of 70s music, which was such an incredibly dynamic period: you have the birth of punk, the birth of disco, Laurel Canyon, glam rock in the U.K., reggae, outlaw country. And you had this rise of music media, a real need for photographers to be out there, covering these growing scenes.\u201d<\/p>\n Out of the thousands of photographs the Getty team sorted through, Waldron helped whittle the collection down to just 120 images. The first 100 photographs focus on the various music scenes of the 70s, with the remaining 20 devoted to Peter Keegan\u2019s body of work of New York street scenes during the same time period. <\/p>\n \u201cThere was so much that was happening in New York that was really kind of the nexus for a lot of the broader cultural changes that were happening,\u201d Waldron emphasized. \u201cIt all really came alive on the streets in New York, so [those 20 photos] make a really nice compliment with the others.\u201d <\/p>\n Candy Digital\u2019s partnership on this drop was a natural one, and the two have been in close contact since the platform\u2019s inception. While creating digital collectible drops with Major League Baseball, for example, Getty has served as a licensing partner for the images used in those collections. And while Getty is largely a B2B business, The \u201970s Music & Culture Collection represents one of its stronger pushes into the world of interacting with fanbases in a more direct way. <\/p>\n \u201cWith Getty as a partner, we\u2019ll be connecting with some of our existing customers, people who are broadly fans of NFTs and the digital future,\u201d Candy Digital CEO and co-founder Scott Lawin said to nft now. \u201cBut we\u2019re also talking more directly to the traditional art market and to the traditional culture collector marketplace.\u201d<\/p>\n Lawin explained that people who purchase the images will retain limited usage rights, being able to print the photographs on t-shirts and the like. However, Candy is working with Getty on potential future products that include different types of commercial rights for collectible holders to \u201cempower the next generation of creators,\u201d Lawin noted.<\/p>\n Regarding potential utility, Lawin made it clear that The \u201970s Music & Culture Collection will focus more on the historical significance and the artistic and personal value of the photographs that make up the collection while hinting at possible future utility experimentation in future collection releases. <\/p>\n \u201c[These drops] aren\u2019t just an opportunity to create a digital product, make some money, and move on.\u201d<\/p>\n Scott Lawin<\/cite><\/p><\/blockquote>\n<\/figure>\n \u201cAlong with different types of products, there might be physical twins, physical utility, there might be experiences for collecting or unlocking a certain set that people have,\u201d Lawin offered as a glimpse into future collection utility. <\/p>\n Candy Digital has been able to win over partners like Netflix and MLB through a steady and transparent introduction to the opportunities that Web3 can afford their fanbases. Another strategy they\u2019ve employed has been to put the emphasis on their product rather than the format it comes in, hence the company\u2019s lack of affection<\/a> for using the term \u201cNFT.\u201d And partnering with Getty Images is a natural next step for the platform as it prepares to significantly accelerate its growth into the Web3 arena in 2023. <\/p>\n \u201c[These drops] aren\u2019t just an opportunity to create a digital product, make some money, and move on,\u201d Lawin underlined of the platform\u2019s approach to digital releases. \u201cWe enter into long-term agreements and long-term partnerships to really explore what this technology can do and how it can engage their customers in a different way.\u201d <\/p>\n The \u201970s Music & Culture Collection drops on Candy.com on March 21. <\/p>\n\n
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What\u2019s next?<\/h2>\n
In case you missed it:<\/h3>\n<\/p><\/div>\n