London, 15th June 2026 Serenade—the chart-eligible Smart Formats partner for the music industry—has today announced the expansion of its product offering with the addition of Smart Events and Wallet Pass tools to its suite, in tandem with the growth of its UK-based team via the appointment of Zoe Warshaw as Senior Partnerships & Marketing Manager, and promotion of Matt Drayton to Head of Strategic Partnerships.
The company’s chart-eligible Smart Format products are renowned for helping boost a range of artists to chart success; with the introduction of Smart Events, Serenade harnesses the ethos of connecting more fans to a wider range of experiences and related content, extending it to conferences, festivals, and other activations. Its Wallet Pass further connects live and physical products with digital experiences.
Among Serenade’s initial Smart Events partnerships, Liverpool Sound City utilised smart stickers on delegate lanyards that created a live channel throughout the 2026 conference, a direct line of communication to every attendee throughout the day, including live updates, short-form video clips from conference talks as they happened, exclusive discounts and promotional offers from sponsors and partners.
Serenade has also enhanced VIP experiences on Diversity and Take That tours, with smart stickers on tickets that turn physical keepsakes into live digital channels for fans, delivering exclusive behind-the-scenes content, personal messages, and real-time updates, extending the fan experience beyond the venue.
The Wallet Pass can be saved to Apple Wallet or Google Wallet, adding another layer of engagement by enabling direct fan notifications and providing artist teams with data and behavioural insights. It can be used alongside Serenade Smart Events and Formats to support announcements around new singles, drops, tour dates and other exclusives.
Serenade’s growth is also reflected in its expanding team, with Zoe tasked with nurturing artist, management and label partnerships across the UK and Europe, bringing over a decade of experience spanning major and independent label partnerships, having previously worked at The Orchard, AWAL, and RCA on campaigns for artists including Jack White, Lewis Capaldi and Sugababes.
Her appointment comes as Serenade marks a strong first half of 2026, with its chart-eligible Smart Formats featuring in No.1 campaigns across the Official Albums, Downloads, Independent, Rock and Indie Album Breakers charts, including Maisie Peters with a smart pin badge, The Covasettes with a smart tour poster, Billy Lockett, A and Blue with smart lanyards.
Germán Rodrigo, General Manager at Serenade and Vinyl.com, says:
Continuing a successful period of evolution at Serenade, Zoe brings a rich wealth of industry experience to expertly meet increasing demand from UK and European artists, managers and labels seeking a more creative way to support chart campaigns, deepen fan engagement and enhance live moments through our choice of smart products for multiple music experiences.
Central to building the partnerships function to this point, Matt’s broadened global role gives us a stronger bridge across Serenade, Vinyl.com and Vampr as we look for more opportunities to support artists and their teams across the wider Vinyl Group.
In 2026, Serenade has also worked with artists including Basement, Crystal Tides, girli, Holly Humberstone, James Blake, Leigh-Anne, Melanie C, Skindred, Take That, Tom Misch, Zayn, and more.
Serenade’s demonstrable commitment to product development saw the introduction of its chart-eligible trading cards in January 2026, and recognition at the Music Week Awards in May as its one-tap lanyards were nominated in the Music Consumer Innovation category. Previously, in 2025, Serenade launched its white-label platform, further empowering artists, managers and their teams to simplify releases while giving artists a fun alternative way to sell music, drive chart performance, and build fan loyalty, ultimately making collectable digital-physical formats more accessible, customisable, and scalable.
