Alliance Entertainment Holding Corporation announced the launch of Alliance Authentic™, a premium marketplace that lets collectors buy, authenticate, and trade limited‑edition vinyl records. The platform’s flagship offering, The Ultimate Vinyl Collectible™, consists of uncirculated records sourced directly from record labels, encapsulated, individually numbered, and digitally verified with an NFC chip embedded in each sleeve.
The move positions Alliance as a gatekeeper for high‑margin collectible vinyl, extending its existing wholesale distribution network into a direct‑to‑consumer channel. By controlling the entire provenance chain—from sourcing to authentication to resale—the company aims to capture a share of the growing collectibles market and generate recurring revenue through transaction commissions on secondary sales.
Alliance Authentic™ is built on technology acquired in December 2025 when Alliance purchased Nstate, a specialist in anti‑counterfeiting and NFC authentication. The platform uses NFC chips and blockchain technology on the Base network to provide tamper‑proof proof of authenticity, while a peer‑to‑peer marketplace powered by Endstate enables secure resale. The integration of these technologies is intended to reduce fraud risk and increase consumer confidence in the platform’s scarcity guarantees.
The collectibles market is projected to reach $12 billion by 2028, with vinyl sales accounting for roughly 15 % of that figure. Alliance estimates that transaction commissions will average 12 % of resale value, a rate competitive with other collectible marketplaces such as StockX and Discogs. The company’s exclusive agreements with major labels and its established logistics network give it a competitive edge over newer entrants that rely on third‑party fulfillment.
Retailers can partner with Alliance Authentic™ to offer authenticated vinyl through their own e‑commerce sites or physical stores. The platform’s integration preserves inventory risk for retailers by allowing them to sell authenticated copies on a consignment basis, while Alliance retains ownership of the inventory until a sale is completed. This model is designed to attract retailers who want to offer premium products without the capital outlay of stocking inventory.
Jeff Walker, CEO of Alliance Entertainment, said the launch “builds on our long‑standing expertise in vinyl distribution and leverages our new authentication technology to create a trusted marketplace for collectors.” He added that the platform is “a natural extension of our strategy to grow higher‑margin direct‑to‑consumer sales and to capitalize on the sustained demand for limited‑edition collectibles.”
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