Serenade
Serenade produces NFC-enabled physical collectibles ("Smart Formats") that unlock digital music content and count toward official music charts in 8 territories. The company sells volume-priced hardware to 200+ artists, labels, and event organizers, managing production and fulfillment from London.
- Company typePrivate
- Founded2020
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Serenade does
Serenade is a music technology platform that produces NFC-enabled physical collectibles (branded "Smart Formats") which unlock digital music content, exclusive bonus material, and chart-eligible sales when tapped with a smartphone. The product line spans twelve formats including stickers, clothing tags, lanyards, mini cassettes, mini CDs, mini vinyl, wristbands, pin badges, patches, photo keyrings, and trading cards, with each item embedding an NFC chip that triggers browser-based content redemption without requiring an app download. Serenade holds official chart accreditation in eight territories (UK, Ireland, Australia, New Zealand, Germany, Austria, Belgium, and Netherlands) through partnerships with OCC, ARIA, and GfK, which enables physical Smart Format sales to count toward official music charts—a structural advantage over conventional merchandise.
The company operates through a Creator Platform (customer.serenade.co) where artists and labels configure releases, set chart territories, schedule releases, and track fan redemption metrics, plus a Smart Events extension with Apple Wallet and Google Wallet integration for live event activations. Serenade's business model is hardware sales of physical Smart Formats to artists, record labels, and event organizers at volume-tiered unit pricing ranging from £1.59 to £5.69 depending on format and order quantity, with the company managing end-to-end production and fulfillment from London. Customer segments span music artists and bands (primary), record labels, event organizers, music media/publications, and music retailers. The company serves a portfolio of 200+ artists including Mariah Carey, Take That, Craig David, Lewis Capaldi, Burna Boy, and Twenty One Pilots, alongside a long tail of independent and emerging acts such as Crystal Tides and The K's.
Serenade is a privately held subsidiary of Vinyl Group, headquartered at its registered office in Beaconsfield, UK, with Australian and US entities supporting multi-region operations. The company was founded in 2020 and raised approximately $4.1 million in a 2022 round led by OIF Ventures. The platform's value proposition centers on solving the inability of traditional physical merchandise to contribute to music charts, capture direct fan data, or enable ongoing post-purchase fan engagement—addressing pain points for both major label campaigns and independent artists seeking to compete on charts.
Serenade firmographics
Firmographics- Name
- Serenade
- Legal name
- Serenade Sound UK Limited
- Website
- https://serenade.co
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Serenade produces NFC-enabled physical collectibles ("Smart Formats") that unlock digital music content and count toward official music charts in 8 territories. The company sells volume-priced hardware to 200+ artists, labels, and event organizers, managing production and fulfillment from London.
- Ownership category
- akta.pro rank
Serenade industry classification
Industry- Product category
- Music Collectibles & Merchandise
- NAICS
- Musical Instrument and Supplies Retailers (45914), Musical Instrument and Supplies Retailers (459140)
- SIC
- Musical Instruments (3931)
- akta.pro primary industry
- Creator Merchandise & Print-on-Demand Platforms (MPACAFAE)
- akta.pro secondary industries
- Musical Instruments (Acoustic & Electric) (MPAIAJAA), DJ & Performance Gear (Controllers, Turntables, CDJs, Mixers) (MPAIAJAC)
Keywords
Where Serenade is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Serenade business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Smart Format Sales: Serenade manufactures and sells physical Smart Format products (stickers, lanyards, mini cassettes, etc.) with embedded NFC chips. Products are sold in bulk to artists, labels, and event organizers at tiered pricing based on volume. Artists can sell these through their own stores, at shows, or via Serenade's platform. The company manages production and fulfillment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mini Cassettes - Volume pricing from £3.99/unit |
| Unit Pricing | Pay-as-you-go | Clothing Tags - Volume pricing from £1.79/unit |
| Unit Pricing | Pay-as-you-go | Stickers - Volume pricing from £1.59/unit |
| Unit Pricing | Pay-as-you-go | Lanyards - Volume pricing from £2.79/unit |
| Unit Pricing | Pay-as-you-go | Mini Vinyl - Volume pricing from £2.99/unit |
| Unit Pricing | Pay-as-you-go | Mini CDs - Volume pricing from £4.19/unit |
| Unit Pricing | Pay-as-you-go | Pin Badges - Volume pricing from £3.19/unit |
| Unit Pricing | Pay-as-you-go | Patches - Volume pricing from £2.99/unit |
| Unit Pricing | Pay-as-you-go | Photo Keyring - Volume pricing from £2.59/unit |
| Unit Pricing | Pay-as-you-go | Trading Cards - Volume pricing from £1.79/unit |
| Unit Pricing | Pay-as-you-go | Wristbands - Volume pricing from £2.99/unit |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Serenade product offering
Product offeringCore offering
Serenade manufactures and sells Smart Formats — physical music collectibles (stickers, clothing tags, lanyards, mini cassettes, mini CDs, mini vinyl, wristbands, pin badges, patches, photo keyrings, and trading cards) embedded with NFC chips that unlock digital music content, exclusive bonus material, and chart-eligible sales when tapped with a smartphone. The company serves music artists, record labels, and event organizers through its Creator Platform, managing end-to-end production and fulfillment from its London base. Sales count toward official music charts across eight territories and enable direct fan data capture and ongoing engagement via wallet pass push notifications.
Product overview
Serenade is a music technology platform providing Smart Formats—physical collectible items embedded with NFC chips that unlock digital music content, exclusive bonus material, and chart-accredited experiences via phone tap. The core Smart Formats portfolio includes twelve distinct physical products: Stickers (in 30mm and 60mm black/holographic variants), Clothing Tags, Lanyards (standalone and box-set), Mini Cassettes, Mini CDs, Mini Vinyl, Wristbands (silicone/elastic/festival), Pin Badges, Patches, Photo Keyrings, and Trading Cards. The Creator Platform enables artists to manage releases, upload content, and track metrics. Smart Events extends the offering to live experiences with wallet pass integration for Apple Wallet and Google Wallet. All Smart Formats support chart reporting across UK, Ireland, Australia, New Zealand, Germany, Austria, Belgium, and Netherlands.
Differentiator
Problem solved
Functional benefit
Brands
- Smart Formats: Physical collectible items embedded with NFC chips that unlock digital music, exclusive content, and are chart eligible
- Smart Events
- Digital Pressing
- Creator Platform
Products and services
- Stickers NFC-enabled stickers available in 30mm black or holographic finishes and 60mm black options that can be applied to posters, postcards, art cards, or other merchandise to unlock digital content for music fans. Sold to artists, labels, and event organizers in volume from 100 to 10,000+ units.
- Clothing Tags NFC-embedded hang tags designed to integrate with existing merchandise, featuring black and white double-sided printing with matte finish and sold in stacks of 50. Volume-priced from £1.79 to £3.39 per unit.
- Lanyards High-quality custom-designed lanyards with embedded NFC chips available as standalone or box-set variants. Feature water-resistant material, full-color double-sided printing with matte lamination. Volume-priced from £2.79 to £4.49 per unit.
- Mini Cassettes Mini cassette collectibles with embedded NFC chips offering a nostalgic format while providing access to exclusive digital music and content. Include glossy finish cassette sleeve and keychain display case. Volume-priced from £3.99 to £4.99 per unit.
- Mini CDs Collectible mini CD format featuring an NFC chip that unlocks exclusive music and bonus content. Includes jewel case, keyring, signature card, and full-color packaging. Volume-priced from £4.19 to £5.69 per unit.
- Mini Vinyl Mini vinyl records embedded with NFC chips that unlock exclusive digital content. Feature full-color custom design jacket and vinyl sticker. Volume-priced from £2.99 to £4.29 per unit.
- Wristbands NFC-enabled wristbands available in silicone, elastic, or festival styles with full-color Pantone custom design. Popular for live events and tours. Volume-priced from £2.99 to £4.39 per unit.
- Pin Badges Metal pin badges with glossy gold or silver finish featuring embedded NFC chips for unlocking exclusive digital content and fan experiences. Volume-priced from £3.19 to £4.49 per unit.
- Patches NFC-embedded embroidered or woven patches with full-color Pantone custom design embroidery. 60mm diameter with iron-on application and pressure sensitive hot melt glue. Volume-priced from £2.99 to £3.79 per unit.
- Photo Keyring Custom photo keyrings with embedded NFC chips featuring weather-resistant keychain and double-sided full-color custom design printing. Volume-priced from £2.59 to £3.49 per unit.
- Trading Cards Bespoke collectible trading cards with NFC technology allowing fans to unlock exclusive digital content instantly with a tap. Full-color custom design with glossy or matt finish on 450 GSM card stock. Volume-priced from £1.79 to £2.49 per unit.
- Creator Platform Web-based platform enabling artists and rightsholders to create and manage Smart Format releases. Features include uploading and updating digital content, viewing redemption metrics and fan data, setting release dates, choosing chart accreditation territories, and tracking campaign performance across the UK, Ireland, Australia, New Zealand, Germany, Austria, Belgium, and Netherlands.
- Smart Events Physical collectibles designed for live events that turn moments into digital fan experiences for festivals, conferences, theatre, and brand activations. Includes wallet pass integration for Apple Wallet and Google Wallet, live content updates, push notifications, and sponsor offer distribution.
Quantifiable outcome
- Crystal Tides: Serenade stickers contributed to approximately 50% of album downloads for independent band breaking into Top 40
- +2 more outcomes
Companies that use Serenade
Customer profileNamed customers57 records
Segments5 records
Ideal customer profiles4 records
Serenade technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature6 records
Serenade partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, flagship and minor.
- Vinyl GroupcoreParent company of Serenade Sound UK Limited. Vinyl Group is the parent organization under which Serenade operates as a subsidiary. © 2026 Serenade Sound UK Limited. All rights reserved.
- Serenade Sound Pty LtdcoreAustralian subsidiary entity referenced in privacy policy alongside Serenade Sound UK Limited. Used for operations serving Australian and Asia-Pacific markets.
- Serenade Sound, Inc.coreUS entity referenced in terms of service and US-specific provisions, including Delaware governing law and California consumer rights notices. Address: 11420 Santa Monica Blvd, PO Box 252111, Los Angeles, CA 90025.
- SelfridgesflagshipLuxury department store partnered with Mariah Carey and Serenade for album launch pop-up activation in London. Fans could purchase Serenade-exclusive mini cassettes and clothing tags at the Selfridges event featuring live Q&A with Mariah.
- Rough TradeflagshipIndependent record retailer partnered with Mariah Carey and Serenade for exclusive in-store album launch activation in London.
- Cooking VinylcoreIndependent record label whose artist Blue used Serenade lanyards for in-store tour, achieving #2 overall and #1 on independent charts.
- Glassnote RecordscoreRecord label that worked with Serenade for Tors 'Miracle' EP campaign, creating multiple Smart Format collectibles including lanyards, patches, clothing tags, and stickers.
- Polydor RecordscoreMajor record label partnered with BABYMETAL and Serenade for Kerrang! magazine cover feature with embedded Smart Format sticker.
- Virgin Music UKcoreIndependent label/artist services company that collaborated with Tom Odell and Serenade for Mini CD 'A Wonderful Life' album release.
- UROK ManagementminorArtist management company that partnered with Serenade for Tom Odell's 'A Wonderful Life' Mini CD release.
- Rock SoundcoreMusic magazine created limited edition Sum 41 final album issue (541 copies) with Serenade sticker unlocking exclusive content.
- Kerrang!coreUK music magazine partnered with BABYMETAL and Serenade for special cover feature with embedded Smart Format sticker.
- gamma.flagshipPartner credited with bringing Mariah Carey Selfridges/Rough Trade activation to life alongside Serenade.
- Lab RecordsminorRecord label that collaborated with The K's and Serenade for 'Pretty On The Internet' album release stickers and clothing tags.
- AllMyFrenzminorPartner credited with collaboration on The K's Serenade activation for album release.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Serenade competitors and assessment
Company assessmentBroad incumbents
- Bandcamp: Direct-to-fan music marketplace enabling artists to sell physical and digital releases to fans. Comparable to Serenade in serving music artists seeking alternative release formats and direct fan monetization, though Bandcamp focuses on digital/album sales rather than NFC-embedded collectibles.
- Vinyl Me, Please: Subscription-based vinyl record club offering curated physical music with exclusive variants and bonus content. Comparable as a physical music collectible platform targeting engaged fans, with similar premium/curated positioning though focused on vinyl subscriptions rather than NFC-enabled merchandise.
- Discogs: Physical music marketplace and database for collectors, with strong presence in vinyl and physical music commerce. Comparable as a marketplace infrastructure layer for physical music releases and collectibles, serving similar enthusiast fan demographics.
- Audiomack: Music streaming platform with creator monetization tools including artist merch integrations and direct fan support features. Comparable as a music-industry platform serving artists seeking alternative monetization and fan engagement, though focused on streaming rather than physical collectibles.
Emerging players
- Sound.xyz: Web3 music platform enabling artists to release tracks as NFTs with direct-to-fan engagement mechanics. Comparable in serving the same artist/fan engagement niche and in building collectible digital music experiences, though Serenade's wedge is physical+ NFC rather than blockchain-based.
- Royal: Music investment/collectibles platform allowing fans to buy royalty shares and collectible editions of songs. Comparable as a music-specific digital/physical collectible platform for artists and fans, with overlapping value proposition around collectibility and chart-adjacent fan engagement.
- Sonos Studio / Stem Player (Kano): Hardware music player combining physical device ownership with exclusive digital content and stem-mixing functionality. Comparable in the physical+digital music product concept for engaged fan bases, though positioned as a high-ticket playback device rather than a mass-market collectible.
Others
- Pirates Press: Vinyl and physical media manufacturer specializing in custom pressing, packaging, and collectible music formats. Comparable as a physical music merchandise manufacturing partner with similar product categories (vinyl, cassettes) though without NFC/digital integration or chart accreditation.
- Furnace Record Pressing: Vinyl record pressing plant serving independent labels and major artists with custom physical music manufacturing. Comparable as a physical music media manufacturer serving similar music-industry clients with similar physical product formats.
- Sony Music / Warner Music merchandise divisions: Major label-owned merchandise and direct-to-consumer operations offering physical collectibles, limited editions, and fan experiences for their rosters. Comparable in serving the same artist/label customers with physical merchandise solutions, though without NFC integration or third-party chart accreditation focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Serenade social profiles
Digital presenceSerenade financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serenade leadership team
Management profileNumber of profiles
Profiles1 record
Serenade funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serenade M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Serenade
What does Serenade do?
Serenade manufactures and sells Smart Formats — physical music collectibles (stickers, clothing tags, lanyards, mini cassettes, mini CDs, mini vinyl, wristbands, pin badges, patches, photo keyrings, and trading cards) embedded with NFC chips that unlock digital music content, exclusive bonus material, and chart-eligible sales when tapped with a smartphone. The company serves music artists, record labels, and event organizers through its Creator Platform, managing end-to-end production and fulfillment from its London base. Sales count toward official music charts across eight territories and enable direct fan data capture and ongoing engagement via wallet pass push notifications.
Is Serenade a public or private company?
Serenade is a private company. It is classified as venture growth investor backed and is currently operating.
When was Serenade founded?
Serenade was founded in 2020. It employs 11 to 50 people.
Where is Serenade based?
Serenade is headquartered in Sydney, Australia, in the Oceania region.
How does Serenade make money?
One revenue line is on record: smart Format Sales.
Who are Serenade's main competitors?
Broad incumbents on record are Bandcamp, Vinyl Me, Please, Discogs and Audiomack. Emerging players are Sound.xyz, Royal and Sonos Studio / Stem Player (Kano). Others are Pirates Press, Furnace Record Pressing and Sony Music / Warner Music merchandise divisions.
Does Serenade have an API?
No public API is recorded for Serenade.
What industry is Serenade in?
Serenade's product category is Music Collectibles & Merchandise. Its primary akta.pro industry code is MPACAFAE, Creator Merchandise & Print-on-Demand Platforms, with a secondary code of MPAIAJAA, Musical Instruments (Acoustic & Electric). Its NAICS code is 45914 and its SIC code is 3931.