The coronavirus pandemic has brought about several changes in the liveness of the digital dimension. The most damaged sectors that had to rethink languages and forms of communication, include theatre but also live music which is the focus of our paper. The music industry – strictly linked to the physical proximity and to the necessary connection with the street intended as a place of inspiration and nourishment (think of youth subcultures: form Teddy Boys, to Mods, from Hippies to Punks, from Hip Hop to Trap) – has stubbornly reinvented itself in recent years making the most of digital spaces: from social networks to virtual concerts in video games (developing a new way to communicate and giving life to a renewed imagery). The aim of this paper is to move towards a survey and analysis of multimedia, transmedia, and crossmedia liveness practices in music looking in particular at how music NFTs (Non Fungible Tokens) have proved to be one of the most promising ways to preserving an emotional, cultural and identity-making connection between performers and fans. And to lay the foundations for a future alternative economy