Meet Sam Bates, CMO at Web3 Innovation Company: Amplify

Amplify was formed in February 2022 after Chapel, the Web3 live music business, acquired the music smartlinking startup I founded,

The post-acquisition business – now named Amplify – allows us to double down on’s original mission and uses new Web3 technologies to allow artists to thrive in the modern music industry. It gives them the ability to create long lasting income from live gigs after the gigs are over, using DeFi (decentralised finance instruments powered by blockchain technology).

Our mission is to build a bridge between Web 2.0 and Web 3.0. We want to empower artists to earn more whilst creating sustainable businesses around their music, own their data and engage with their audiences like never before. We put artists at the heart of what we do and want to enable them to earn forever.


How did you come up with the idea for the company?

I first began developing the initial idea for in early 2016 whilst working with an independent music artist through my original digital agency business. They wanted a more effective way to share and market their music online; was my answer to this. Eventually the software allowed artists to engage with their fans, boost earnings and promote their content with our customisable landing pages, microsites and analytics.

Post acquisition, Amplify’s uniqueness comes from combining the innovation in our existing software to connect artists with their fans, and the potential Web3 unlocks to further that relationship and allow artists to earn more from their live shows. We are really excited about the opportunities we have to help artists further.


How has the company evolved over the last couple of years?

It’s grown enormously since its conception. Today, 87,000 artists and creators use our software to engage with their audiences. Over 26 million fans have been connected to artists’ content via, and it has been used in every country apart from North Korea.

Several well-known artists have used to connect to their audiences, including Darkoo who’s track and music video, Gangsta, garnered over 25 million views on YouTube and she went on to sign a record deal with Atlantic Records. American rapper and actor Joey Bada$$ also used to help engage his audience.

Since the start we have been constantly innovating and iterating, adding new features and tools, including customisable smart link landing pages, analytics and much more besides.

What can we hope to see from Amplify in the future?

We have some really exciting announcements coming very soon which will really show our commitment to helping artists succeed and earn more. We are hiring to expand the team as the business grows and we will be releasing a roadmap which will make it very clear what we plan to do and how we are going to do it.

Amplify’s future is all about putting artists at the centre of what we do and allowing them to earn more forever. We will do this by combining the tools we’ve made so far, with new Web3 technology, including DeFi and NFT’s. There is a lot of change coming!