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Press Contacts:
Rick Miramontez / Marie Bshara
rick@omdkc.com / marie@omdkc.com
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New York, NY – Non-Fungible Tokens are coming to Broadway. Bway.io, a brand-new venture from Seaview, the team behind the Webby Award winning and Drama Desk nominated Ratatouille: The TikTok Musical and Jeremy O. Harris’ 12-time Tony award-nominated Slave Play, and Marathon Digital, Broadway’s premiere social media agency, today announced it has become the Broadway partner for Nifty’s, the first social NFT platform for creators, collectors and curators.

NFTs are digital files, including audio, videos, GIFs, photos, tweets, and digital designs, all sold and resold through the blockchain. Bway.io NFTs are minted on the Palm blockchain. Palm is a new token-powered ecosystem for NFTs, which is connected to Ethereum, and features low gas costs, fast transaction finality, and 99.9% more energy efficiency than proof of work systems.

Bway.io will be leading the industry in entering the digital asset ecosystem, developing digital memorabilia on Broadway and harnessing blockchain and distributed ledger technology to increase revenue streams for artists. Bway.io will be the first company to facilitate minting, curating and selling of Broadway and Broadway-adjacent digital memorabilia and collectables and will provide an end-to-end solution for those in the industry seeking to establish a presence at the intersection of digital art, music, and commerce.  At a time when the Broadway community is demanding more financial sustainability, visibility, and transparency, emerging technology showcased by Bway.io allows for Broadway and its fans to be at the forefront of a worldwide, digital movement.

Legendary Broadway brands Playbill and Sony Masterworks Broadway (a division of Sony Music Entertainment) will be among the first brand partners of Bway.io and will drop NFT collections this year. Broadway entrepreneur Brisa Carleton and Liberty Media senior advisor Mark Carleton are serving on the board.

“The opportunity to partner with Nifty’s and join their highly curated group of premium publishers and brands allows Bway.io to serve as a conduit between the vibrant Broadway community and the NFT ecosystem,” said Greg Nobile, CEO of Seaview. “We believe that this technology could be as impactful in the future as the internet has been over the past several decades, and we are proud to be at the forefront of this evolution on Broadway.”

“This partnership allows us to further accelerate our commitment to decreasing the distance between Broadway brands and their fans, all while supporting artists and creators by enabling them to create and transact in the digital space,” added Mike Karns, CEO of Marathon Digital.

“We are so excited to begin working with Bway.io to bring the magic of Broadway to NFTs” said Jeff Marsilio CEO and co-founder if Nifty’s, Inc. “Nifty’s was designed to enable anyone to discover new digital experiences, and we know that the iconic content from Bway.io and its partners will reignite memories and draw the next generation of fans to engage with the shows they love.”

Bway.io will launch on Nifty’s this fall with a drop featuring Playbill in celebration of Broadway’s reopening.

“We are thrilled to partner with Nifty’s and Bway.io on our exploration into the NFT marketplace. For over 137 years, Playbills have been, and continue to be, collected as treasured keepsakes by many millions of passionate theatergoers from all over the world. We are extremely excited to venture into the digital collectible space to discover the extraordinary opportunities we foresee in this arena. We look forward to creating truly memorable and unique digital keepsakes that fans will be eager to add to their collections,” said Alex Birsh, Chief Operating Officer and Vice President of Playbill, Inc.

Scott Farthing, Senior Vice President of Sony Masterworks Broadway, whose NFTs will also be featured this fall said “We are delighted to join forces with Nifty’s and Bway.io to offer theater fans unique access to our storied catalog of cast albums and the iconic artists who made them. Enthusiasts can expect behind-the-scenes recording session photos of Broadway’s brightest stars, extremely rare audio recordings and more exciting digital gems from our vault.”

Additional details on upcoming Bway.io drops on Nifty’s will be announced in the coming weeks.

To download the logo, please click HERE.


Originally founded in 2012 by Greg Nobile and Jana Shea as a Broadway production company, Tony and Olivier Award-winning Seaview is a multi-platform media company, working in theater, film, television, and digital production. Seaview most recently produced the Webby Award winning and Drama Desk nominated Ratatouille: The TikTok Musical, preceded by Jeremy O. Harris’ 12-time Tony award-nominated Slave Play and the 4-time Tony award-nominated Jake Gyllenhaal and Tom Sturridge led double bill Sea Wall / A Life on Broadway. Upcoming productions include the Broadway-bound musical Lempicka, helmed by Tony award-winning director Rachel Chavkin​,​ a new play from Jeremy O. Harris​.


Marathon Digital is Broadway’s premiere social media marketing agency representing revolutionary Broadway shows and other live entertainment clients in New York City and around the world. Led by Tony Award winning producer Mike Karns, the Webby award winning team at Marathon specializes in creating digital content, collaborating closely with artists, and cultivating communities on social media. Recent Broadway/International clients and collaborators include Hamilton, Hadestown, Ain’t Too Proud, and Sonia Friedman Productionsas well as organizations like Jujamcyn Theaters, Juilliard, and Center Theatre Group.

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