The CREEM
LEAGUE
NFT collection
Role:
Creative Director/ Lead Artist
Client(s):
S&C Productions, Sony Music, Sogaworld
In 2021, I was brought on as Creative Director to develop a groundbreaking NFT art collection for Strawberries & Creem Festival – a project backed by Sony Music and produced in collaboration with digital agency SogaWorld and Web3 platform Serenade.
The goal was simple but ambitious: create the world’s first NFT collection linked to a major music festival, complete with real-world utility and on-site experiences. We called it The Creem League – a set of eight limited-edition trading cards featuring superhero-style characters based on the headline acts of the festival.
Each card was capped at 200 editions and offered exclusive festival perks to holders - from backstage access and VIP seating to custom memorabilia and digital unlockables. Visually, the series fused streetwear aesthetics, music culture, and comic book energy - designed to capture the bold identity of Strawberries & Creem and speak to a younger, digitally engaged audience.
CREEM LEAGUE 21 TEASER
NFT COLLECTION LAUNCH VIDEO
What I Was Asked to Do
Sony Music and the S&C team wanted to push boundaries - blending art, tech, and culture into something fresh. My role was to lead the visual identity of the entire project - creating the characters, overseeing the art direction, and ensuring the designs reflected the spirit of the artists and the festival itself.
It was one of the first real attempts to link NFTs to festival access in the UK - a prototype for what ticketing, rewards, and fan engagement could look like in a post-COVID music landscape.
How We Delivered
I worked closely with SogaWorld on the NFT rollout and creative tech integration. Each NFT was minted and verified on Serenade’s blockchain platform - bridging Web2 familiarity with Web3 innovation. The full collection was displayed on large-format physical boards at the 2021 Strawberries & Creem Festival in Cambridge, where festival-goers could explore the characters in person.
We even built real-world activations into the festival experience - with special VIP zones and exclusive perks planned for cardholders. The artwork, the rollout, and the festival placement all generated buzz - and for a moment, it felt like the start of something massive.
African Giant
The Block Boy
Soul Sister of Chicago
The Founders
King Of The North
Queen of Blessings
Wizard of Rap
Force Of Nature
ARTICLE
“Cambridge-based festival Strawberries & Creem has become the first UK festival to partner with non-fungible token (NFT) platform Serenade to allow consumers to buy tickets through NFTs and unlock music experiences on site.
Owned by Sony Music-backed promoter Senbla, and managed by S&C Productions’ MD William Young, co-founder Preye Crooks and head of partnerships Chris Jammer, Strawberries & Creem offered NFT collectable trading cards, called The Creem League 2021, that will unlocked exclusive experiences at the festival.
The initiative has seen S&C team up with British-Namibian creative director, illustrator and music producer HAM the Illustrator and blockchain specialist Soga World to create a collection of eight limited-edition NFT trading cards featuring a series of superhero characters inspired by the headline artists due to perform at the festival at Childerley Orchard from 18-19 September 2021.
Limited to 200 editions each, owners of the NFTs will have access to VIP perks at the festival including backstage access, VIP hospitality, exclusive content, special memorabilia and the “best seats in the house”.
S&C said each edition will be minted on the blockchain, and the series will never be replicated.”
"We want to establish ourselves as one of the most progressive festivals in the world, and NFTs give us the opportunity to reach a new audience in a rapidly growing market. Working with Soga World, we are now able to not only offer tickets, but specific experiences within the festival itself, across an exciting new platform. As the first Festival in the country to do this, we hope to see this adding another exciting dimension to our offering. HAM The Illustrator has produced some incredible pieces that we're thrilled to share with our network, and it's been a joy to bring the project to life.”
- Preye Crooks (Strawberries & Creem Festival Co-Founder, A&R Sony Music)