On October 30, 2021, rapper and singer Achille Lauro announced an extraordinary event that had never happened before: he would perform a unique one-night show at the Teatro degli Arcimboldi in Milan. Accompanied by the Magna Grecia Orchestra, Lauro would show the audience his feelings and emotions through his own heartbeat.
For the first time in history, an audience watched the live creation of an NFT (Non-Fungible Token) artwork that reproduces Lauro’s heartbeat, simultaneously with his feelings during the concert, thanks to sensors and instruments positioned on his body during the performance.
A unique and unrepeatable digital artwork, after being coined through a procedure called “minting”, was auctioned on Crypto.com, along with other NFTs related to the singer’s most popular songs. The ultimate goal is to help the pediatric cardiology department of the San Donato Hospital in San Donato Milanese, in the Metropolitan City of Milan, through the donation of the auction proceeds.
The project was developed by Gian Luca Comandini, Gian Lorenzo Comandini, and Fabiano Taliani. Fabiano Taliani is a Blockchain Management School professor at Ateneo Impresa in Rome, the editor of Cointelegraph Italy, and the administrator of Acta Fintech, a marketing company, especially in the Blockchain and cryptocurrency field. Gian Lorenzo Comandini is a consultant in Blockchain and artificial intelligence, a full-stack developer, digital strategist, co-founder of Star Tap, UX designer, and interaction designer at the marketing company You & Web.
Gian Luca Comandini is the founder and CEO of You & Web, co-founder, and CEO of Acta Fintech, and one of the leading experts in Italy in this field, cryptocurrencies, and Non-Fungible Tokens, founder of AssoBit (an association of companies linked to this technology), a member of the Board of Directors of Blockchain Core, owner of Cointelegraph Italy (one of the most qualified information websites related to this technology), author of the book “From Zero to the Moon. Blockchain: when, how, why it is changing the world”, professor at the Blockchain Management School, the Marconi University, the Luiss Business School in Rome, and the University of Macerata. He is also a member, chosen by the Ministry of Economic Development of the Italian Government, of the task force to outline the national strategy in this sector.
Gian Luca Comandini highlighted the innovative and disruptive power of this new model of digital art: “NFTs and Blockchain are the technological and artistic trends of the moment: everyone wants to get on the train, and we want to drive it. With Achille Lauro, we had to create something unique and disruptive like him. For the first time in the world, through sensors and other technological tools, we will transform Lauro’s heartbeat into a digital artwork during the concert. Everything will be transformed into an NFT, which will be auctioned live on the world’s most important NFT platform: Crypto.com. Once again, with Acta Fintech, we imagined the future and made it a reality first. Being able to do it alongside Achille Lauro is a unique honor and the final confirmation of the level of diffusion that Blockchain is reaching in all sectors. It will be fun.”
Gian Luca Comandini uses these words to highlight the innovative and disruptive power of this new model of digital art: “NFTs and blockchain are the technological and artistic trends of the moment: everyone wants to get on board the train, we want to drive it. With Achille Lauro, we had to come up with something unique and disruptive like him. For the first time in the world, through sensors and other technological tools, we will transform Lauro’s heartbeat into a digital artwork during the concert. All of this will be transformed into an NFT, which will be auctioned live on the world’s most important NFT platform: Crypto.com. Once again, with Acta Fintech, we have imagined the future and made it a reality first. Being able to do it alongside Achille Lauro is a unique honor and the final confirmation of the level of diffusion that the Blockchain is reaching in all sectors. It will be fun.”
Gian Luca Comandini, from his Instagram profile, about the achievement of a few days ago, writes that innovation is like this: “Solitary, silent, patient. She doesn’t care about consensus, she doesn’t care if she is right, she knows she is and waits. Suddenly it flares up. It overwhelms without distinction. The future is made first and then told. It is up to him to fulfill himself and us to have the courage to be contaminated… We have accomplished something incredible, we have generated the world’s first NFT of a digital artwork born from the emotions of a singer. Not just any singer but a friend, partner, and adventurer like Lauro, and all of this while his heartbeat went crazy in front of so many fans. We could have stopped there, it would have been enough. But not for us. The NFTs were minted live and sold on Cripto.com. All of this is even sweeter because the entire amount collected, over €100,000, will be donated to the pediatric cardiac surgery department of San Donato in Milan. We just wanted to show you a bit of the future. A future where technology must stop scaring you and start making you fall in love with life, with yourselves, with others and with tomorrow. We used technology to virtually take Lauro’s heart, give it to all the people who love him, and make sure that all of this could allow the hearts of many children to beat again. If you ask me what innovation is, I’ll tell you that it’s exactly this: Poetry and Humanity. What we human beings are losing…”.
NFTs as an emerging blockchain asset
Achille Lauro and Angelo Calculli, with their company MK3, which deals with the management of several Italian artists, commercial agreements, and placement with major Italian and international brands, and which has recently expanded its shareholding to important Italian companies in the record, publishing, entertainment, concert organization, and club world, with a circuit of over 120 clubs, have decided to focus on this technology, especially in the field of Non-Fungible Tokens (NFTs). Currently, the market for this technology and also the one concerning cryptocurrencies have values that are far from their highs.
The NFT market, on the other hand, is on the rise. Non-Fungible Tokens, in fact, as the word itself implies, are different from each other. Cryptocurrencies, on the other hand, are fungible.
A Bitcoin remains the same as every other Bitcoin. We find a clear conceptual relationship between Non-Fungible Tokens and works of art. Originality.
Non-Fungible Tokens represent the ownership of an exclusive, original, unique, transferable, and non-duplicable digital asset.
The goal is to introduce new and innovative forms of business in the music market, in favor of artists who often rely solely on discography for their economy, neglecting and not seizing many other important sectors and many other possibilities for economic and cultural development.
Achille Lauro himself comments: “We are facing a technological revolution perhaps comparable to the advent of the internet a few years ago. Non-Fungible Tokens and Blockchain are a great opportunity for artists, both big and emerging. I am convinced that behind this whole world there is an even larger universe and I am very happy about the collaboration between our company MK3 and a professional in the industry like Gian Luca Comandini. I am sure it will bring great results.”
Gian Luca Comandini explains: “This pandemic has shown us that without technology we are destined for extinction. Innovation can and must be done everywhere, even in traditional sectors, from football to music. Once again, Angelo Calculli and Achille Lauro have proven to be visionaries and pioneers in wanting to innovate such a complex but exciting field and it will be a pleasure for me to win this challenge together with the entire staff and partners of MK3, bringing my skills and passion for Blockchain technology and artificial intelligence here too.”
According to Calculli: “Many have an extremely limited understanding of the world of cryptocurrencies. NFTs are seen only as the tokenization of copyright, but in reality behind NFTs lies a world that is very close to the financial levers used by investment funds and the stock exchange. Gian Luca Comandini’s expertise and vision are a plus for us to build other development projects in favor of artists.”
For another example, a similar creation, mixing this technology with the art world, has also been done by Davide Dileo, A.K.A. the keyboardist of Subsonica: Boosta.
Through “Music is Art”, in fact, Boosta, together with Danijel Žeželjl, a Croatian artist and illustrator, presents, in Italy, for the first time, a Non-Fungible Token that brings together the online and offline universes, with the aim of developing a music industry that is more sustainable, more valued, and more diversified.
A work consisting of a combination of music and illustrative art.
The two artists have sold unique audio-visual content created by themselves online, as well as allowing their buyer-investors the exclusive opportunity to attend their live show, in which they brought the first Non-Fungible Token to life.
Conclusion
In conclusion, I believe that this type of artwork constitutes a very important and convenient tool for disseminating culture, especially after taking into account the advantage inherent in security, originality, and profit, both for philanthropic purposes, as in the case discussed more widely above, and for investment purposes
1 https://it.cointelegraph.com/news/achille-lauro-creera-un-nft-in-diretta-durante-la-sua-esibizione- al- teatro-degli-arcimboldi-di-milano
2 https://www.instagram.com/p/CXRccd_NiSp/
3 https://www.rollingstone.it/musica/news-musica/la-societa-di-achille-lauro-e-entrata-nel-mercato-degli-nft/566548/#Part1
4 https://www.momentofinanza.it/achille-lauro-e-il-mondo-musicale-puntano-sul-business-degli- nft/
5 https://www.tomshw.it/altro/achille-lauro-primo-italiano-usare-nft/
6 https://forbes.it/2021/07/16/achille-lauro-punta-sugli-nft-con-la-propria-societa-e-pensa-a-nuove- forme-di-guadagno-per-gli-artisti/
7 https://forbes.it/2021/07/16/achille-lauro-punta-sugli-nft-con-la-propria-societa-e-pensa-a-nuove- forme-di-guadagno-per-gli-artisti/
8 https://forbes.it/2021/07/16/achille-lauro-punta-sugli-nft-con-la-propria-societa-e-pensa-a-nuove- forme-di-guadagno-per-gli-artisti/
9 https://www.momentofinanza.it/achille-lauro-e-il-mondo-musicale-puntano-sul-business-degli- nft/
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