Live events are becoming a real-world testbed for Web3 infrastructure

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Festivals are more than a night out. They are where people come together to share a unique, electric moment that lingers long after the show.

As the festival culture expands internationally, well-established shows are starting to host editions around the world, while regional festivals open their doors to more international fans.

The global live event industry is estimated to be valued at $1.3 trillion as of 2025. Projections expect the number to come real close to $2 trillion within five years. The infrastructure behind is trying to keep up with the fast-growing industry, but often at the cost of convenience.

Fragmentation creates a poor experience

Attending an event becomes an increasingly complicated activity. Buying a ticket, entering the venue and paying on-site can require multiple apps and platforms.

The scenario where a participant buys a ticket, arrives at the gate with excitement to scan the QR code, only to find out that an app has to be downloaded, is not rare. Identity authentication, a requirement for acceptance into many events, adds another layer to the struggle.

The problem is that this identity does not carry across the journey. The ticketing platform has one profile, the transfer or resale flow has another, and even a third login may be needed for add-ons. The hassle continues when the attendee decides to grab a drink or pick up a piece of event-specific memorabilia.

Many festivals and venues now run their own payment apps, with no alternative payment option. This means for each event, participants have to download yet another app, create an account and link a payment method from scratch. Even for returning fans, there is rarely a shared wallet or a single profile that carries over from one venue to the next.

The purpose of digitalization was to speed up and simplify processes. However, the current, fragmented landscape falls short on delivering that promise, and often makes the experience slower.

Music festival Zamna aims to simplify entry, identity verification and payments through a collaboration with FG Wallet 2.0, a cryptocurrency wallet project, and REDX, a Web3 entertainment platform.

A unified solution for a global festival

Zamna is an electronic music festival that kicked off in 2017. Started as a regional event based in Mexico, the festival soon took the beat on the road and spun off editions around the world, including Tulum, Ibiza, Miami, San Francisco, Sharm El Sheikh, Chile, Buenos Aires and Madrid.

The expansion brought aforementioned problems with it, and Zamna made a concrete move toward solving them. The organization partnered with FG to release an event-specific version of the wallet.

The FG Wallet 2.0 is designed as a companion for festival attendees. Users can buy tickets, scan them at the gate and access benefits — all within the user-friendly wallet. The goal is to reduce repeat identity checks at each step.

Keeping a piece from the event — whether it’s a printed ticket, a drink cup or a wristband — is a common habit among festival participants. With the new wallet, Zamna will offer a way to store memorabilia digitally as well and enable participants to store digital collectibles linked to the event experience.

Zamna and FG are also planning to improve the payment process, with plans for on-site payments in place. FG Wallet 2.0 is available on App Store and Google Play.

Through its integration with REDX, the platform is designed to support peer-to-peer transfers and card payments, where supported. The REDX token is intended to function as a payment option within the ecosystem. The company states that it may be used for tickets, tables, drinks and merchandise, with potential discounts offered.

An invisible bridge that connects Web2 and Web3

For attendees, the technical aspects of the new product stay in the background; what changes is the festival experience. Apart from enjoying the improved access and authentication, attendees may be able to preserve certain elements of the experience in digital form over time, changing how fans stay in touch with artists and the festival over time.

Zamna is building a solid foundation for this change. With more than one million registered online members, the festival uses NFTs to reflect attendance and participation in digital form, allowing elements of the experience to persist beyond the event itself.

The partnership between Zamna, FG Wallet 2.0 and REDX reflects a broader direction for Web3 in established industries. Rather than trying to replace existing systems, the technology is starting to settle into operational roles, reinforcing how identity, access and continuity work under real-world conditions.

Web3 will matter in live events only if audiences barely notice it. With its upcoming products, Zamna aims to do exactly that by building an invisible bridge between Web2 and Web3.