Never mind stagnant or dipping price action for a sec, crypto adoption is real and growing apace, as Ticketmaster and Hermès can attest.

Regarding ticketing giant Ticketmaster, the American firm has been noticing business possibilities for non-fungible tokens (NFTs) for a while now, having first partnered with Dapper Labs and its Flow blockchain to mint 70,000 virtual commemorative ticket NFTs for the most recent NFL Super Bowl, back in February.

That deal must have ticked all the right boxes in the Ticketmaster boardroom, because the company is now working with Flow to enable event organisers more broadly to issue NFTs before, during and after live events.

A press release, explains that the NFTs will essentially be digital collectibles designed to “augment fans’ day-of experiences”. And Ticketmaster says the offering has already seen a lot of take-up, with the company now having minted more than 5 million NFTs for event organisers.

It also details that the NFTs have possibilities beyond simple keep-sakes, such as providing access to loyalty rewards, VIP engagement and further fan-based experiences.

“Event organisers who choose to offer fans an NFT with their ticket have a real opportunity to make this new technology relevant and relatable at scale,” said Brendan Lynch, Ticketmaster EVP of Enterprise & Revenue. “This is why we are partnering with Flow, because their blockchain is custom-built for fan engagement and frictionless consumer experiences.”

The Flow blockchain, by the way, is well known within the crypto industry for developing the NBA Top Shot series of NFTs and its marketplace, as well as partnering with the UFC and NFL for similar NFT-based efforts.


Hermès sashays into the metaverse

Hermès, a French luxury brand Coinhead staffers will never be able to afford unless their Ethlizards NFTs moon, is making moves in the metaversal side of crypto/”Web3″.

As Cointelegraph reports, it’s been revealed the fashion house has filed a trademark application covering NFTs, cryptocurrencies and the metaverse.

As seen in the tweet from US trademark lawyer Mike Kondoudis below, the August 26 filing covers “downloadable software for viewing, storing and managing virtual goods, digital collectibles, cryptocurrencies and NFTs… for use in online worlds”.

The company also filed trademarks for “retail store services featuring virtual goods” as well as fashion and trade shows in “online virtual, augmented or mixed reality environments” and for “providing an online marketplace for buyers and sellers of virtual goods”.

Hermès appears to be following other notable luxury brands into the crypto/metaverse/NFT sphere. These include Gucci and Louis Vuitton, watchmaker Jacob & Co, and Dolce & Gabbana, Etro, Tommy Hilfiger, Estée Lauder and Elie Saab. The last five mentioned all took part in Decentraland’s virtual-runway-tastic Metaverse Fashion Week earlier this year.