Fox Entertainment, through its blockchain division Blockchain Creative Labs (BCL), officially launched maskverse.com on October 13, 2021 — a non-fungible token (NFT) marketplace and community dedicated to the hit singing competition series The Masked Singer. The platform is built on the Eluvio blockchain, offering fans a new way to collect digital memorabilia and interact with the show.
From TV Screens to Blockchain: Fox's NFT Strategy
In May 2021, Fox Broadcasting Company announced the creation of Blockchain Creative Labs, an NFT-focused business. One month later, Fox partnered with Bento Box Entertainment to launch a $100 million fund aimed at empowering NFT content creators. Now, the first major output of that initiative has arrived: an NFT ecosystem for The Masked Singer.
The Masked Singer premiered on Fox on January 2, 2019, hosted by Nick Cannon. It is an adaptation of the South Korean format, where celebrities, athletes, and public figures perform in elaborate costumes and masks. The judging panel includes Ken Jeong, Jenny McCarthy Wahlberg, Nicole Scherzinger, and Robin Thicke. The show's ratings surged during the COVID-19 pandemic, with Season 3 becoming its most-watched episode at the time.
Free 'Miss Masky' NFT and 'Mask Packs' Cards
The NFT drop on maskverse.com began on October 13 at 5:30 p.m. EST in multiple stages. In the first stage, fans received a free 'Miss Masky' NFT simply by creating a digital wallet through Eluvio. Throughout the season, visitors could purchase 'Mask Packs', which contain character cards from all six seasons of The Masked Singer. These cards can be bought, sold, and traded on the marketplace, with additional premium digital merchandise available.
Fox and BCL emphasized that the marketplace enables fans to build personalized collections of limited-edition digital masks, each with a unique on-chain identity. The platform aims to become the digital home for The Masked Singer fan community, extending the TV viewing experience into the realm of digital ownership.
When the news broke in October 2021, the NFT market was experiencing explosive growth, with industries ranging from sports to entertainment racing to adopt blockchain technology. Fox's move signaled a major step for traditional media into Web3, setting a precedent for other television franchises to tokenize their intellectual property.