The Song That Owns Itself announced on Monday (3/14) that they are partnering with DMC of the legendary group Run-DMC to tokenize his new song “Million Scars”. Fans will be enabled to co-own a piece of the song, and share in residuals including revenue earned from streaming, licensing etc. This collaboration marks the third major artist joining with STOI, with the first two coming from Grammy nominated artist Superposition and Jesse Boykins III.

DMC said of the partnership: “For years companies have been trying to get me to do something on blockchain. I have been hesitant because so much of it seemed about the environmental impact. I didn’t want to be another celebrity putting out NFT’s or whatever just because it’s the hot thing to do and people are giving me money to do it. George Howard (stoi.org founding member) reached out to me and introduced to me Algorand which has not only proven that blockchain can be carbon neutral, but it’s already being used in so many ways that bring real value to the world.”

DMC said further: “Releasing a STOI today is the first step in launching my DMC (Decentralized Media Company) with the larger goal of creating the next iteration of the music industry that values creators, fans and supports them all in the most transparent and fair way possible.”