Street teams, once a hallmark of late 1990s and early 2000s metal marketing, are set for a revival with a modern twist. In their original form, these grassroots promotional groups saw record labels and bands work with companies such as StreetTeam.net and Streetwise to deploy fans at concerts and local hangouts. Armed with samplers, stickers, and merchandise, these fans promoted new music releases and, in return, enjoyed perks like concert access and exclusive items.
This traditional model faded in the late 2000s due to several factors, including music piracy, reduced marketing budgets, the genre’s decline in mainstream popularity, and the shift toward digital music formats. By then, many street team companies had gone dormant.
Now, StreetTeam is preparing for a relaunch scheduled for this fall, updating the concept through the integration of Web3 technology and gamification elements. The revival comes as bands such as Avenged Sevenfold have already embraced blockchain-based engagement tools, with their Deathbats Club leveraging Web3 for fan rewards and ticketing systems.
StreetTeam.net, which once stood as a major force in entertainment marketing, built its reputation on grassroots campaigns that blended social media, viral marketing, and peer-to-peer outreach. Its roster included more than 100 artists, and the company played a role in promoting some of the biggest names in music, from Ozzy Osbourne and Guns N’ Roses to Disturbed, Static-X, Pantera, and Kiss.
Under the leadership of CEO Jon Nelson, StreetTeam is now positioning itself at the crossroads of entertainment, fandom, and technology. Nelson, who spent six years working in blockchain and digital collectibles with global brands such as Manchester City FC, SpongeBob SquarePants, Teenage Mutant Ninja Turtles, and Barbie x Balmain, is introducing a gamified layer to the fan experience. He has expressed the view that the core mission of fostering deeper connections between artists and their audiences remains as vital as ever, but the nature of fan interaction has evolved. Today, engagement often extends beyond buying merchandise or sharing social media content to include collecting digital items, participating in competitions, and even collaborating directly with artists.
For this new chapter, StreetTeam has partnered with Animoca Brands, a company recognized for advancing digital property rights and the open metaverse. Animoca’s Chief Operating Officer, Minh Do, conveyed that the collaboration draws on Nelson’s extensive experience in entertainment, collectibles, and Web3 to expand the boundaries of fan interaction through innovative gamified solutions.
The relaunch aims to merge the high-energy grassroots marketing of the past with scalable, reward-driven systems designed for the modern entertainment landscape. By transforming passive fans into active community members, StreetTeam hopes to capture a portion of the growing multi-billion-dollar fandom economy. This renewed approach not only targets music enthusiasts but also has potential applications across broader entertainment sectors, marking a significant evolution of a once-dormant promotional powerhouse.