Serenade is a music technology company that develops Smart Formats, physical music and merchandise products that use near-field communication (NFC) technology to provide access to digital music and other content. Founded by Max Shand in 2020 as a personalised video-performance platform, the company later moved into non-fungible tokens (NFTs) and chart-eligible Digital Pressings before developing NFC-enabled physical products in 2024. Serenade was acquired by Vinyl Group in September 2024 in an all-scrip transaction valued at up to A$2.3 million.
History
Personalised performances Serenade was founded in 2020 by Max Shand as a service allowing fans to purchase personalised video performances from musicians, who set their own prices and retained 75 per cent of the fee. The service launched during the COVID-19 pandemic, when restrictions on live performance had reduced touring and concert income, with early artists including Didirri, Ella Hooper and Lime Cordiale. The personalised-performance business was sold in May 2023 and continued under new ownership as Dedicate VIP.
NFTs and Digital Pressings Serenade subsequently expanded into NFTs and digital music collectibles, raising A$6 million in 2022 to grow the business in Australia, the United Kingdom and United States. The company developed a product known as a Digital Pressing, a limited-edition digital music release using blockchain technology to establish ownership and provide additional digital content.
In August 2022, Muse used the format for an NFT edition of Will of the People, which the Official Charts Company confirmed could qualify for the UK Albums Chart under its existing rules. The release was described by the Official Charts Company as the first album prepared for release in a chart-eligible NFT format. Serenade also produced digital collectibles associated with the 2022 Brit Awards.
Smart Formats and Vinyl Group acquisition In March 2024, Serenade worked with Sea Girls on an NFC-enabled wristband for the band's album Midnight Butterflies, through which purchasers could access the album and additional digital content using a compatible smartphone. In July 2024, music manufacturing and packaging company Key Production partnered with Serenade to offer NFC-enabled physical music products capable of unlocking music, videos, designs, artist messages and announcements. Startup Daily reported that Serenade sold 12,000 NFC-enabled units during the first half of 2024.
Vinyl Group completed its acquisition of Serenade on 30 September 2024 for A$800,000 in shares upfront and up to a further A$1.5 million in shares subject to revenue and earnings targets for the combined Serenade and Vinyl.com businesses. In September 2025, Serenade launched a white-label platform allowing artists, labels and other partners to create and distribute Smart Formats using its technology.
Smart Formats Smart Formats incorporate NFC technology into physical products including wristbands, vinyl records, miniature CDs and cassettes, clothing tags, pin badges, keychains and patches. Tapping a product with a compatible smartphone can provide access to music, videos, designs, artist messages, announcements and other digital content. Digital content associated with a Smart Format can be added throughout an album campaign, including the album itself on release day.
Artists and campaigns By September 2025, Record of the Day reported that Serenade had worked with more than 200 artists, including Burna Boy, Craig David, Mariah Carey, Twenty One Pilots, Alice Cooper, Ghost, Sophie Ellis-Bextor and Sum 41. Vinyl Group's FY2026 annual report also identified Ariana Grande among artists who had worked with Serenade on NFC campaigns.
Reported Smart Format campaigns included miniature cassettes for Burna Boy, clothing tags for Mariah Carey, a tour lanyard for Craig David, an NFC-enabled Kerrang! cover for Babymetal and a miniature CD for Tom Odell.
Record of the Day also reported that Serenade had contributed to UK number-one chart campaigns for The K's, Craig David and Nova Twins across the Official Albums, Album Downloads and Rock & Metal Albums charts respectively. In 2026, Music Week reported further campaigns involving artists including James Blake, Melanie C, Take That and Zayn.
Chart eligibility Serenade's Digital Pressing was recognised by the Official Charts Company as a standalone chart-eligible digital format in 2022, subject to releases complying with existing chart rules. Serenade is also listed by the Australian Recording Industry Association as an online retailer contributing sales data to the ARIA Charts.
In September 2026, Billboard and Luminate announced that qualifying Smart Media Albums would become eligible for US chart reporting from the tracking week of 2–8 October 2026, with Serenade named as an approved Smart Media vendor.
Funding Serenade raised at least A$7 million in private funding before its acquisition by Vinyl Group. An A$6 million round announced in April 2022 included actor Hugh Jackman, Powderfinger frontman Bernard Fanning, and music executives associated with Warner Music Group, Future Classic, Secret Sounds and Unified Music.
See also Direct-to-fan Near-field communication Non-fungible token
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