This definitely is blockchain-based. Specifically, this project is using an ethereum smart contract to record the release of a piece of creative content along with a list of contributors to the realisation of that content. These contributors will be automatically and transparently paid a portion of the revenue each time someone purchases that content. My understanding is that currently the content is hosted on amazon s3, but future plans would use something like ipfs.

Some data on the ethereum contract including stored values and transactions: http://frontier.ether.camp/account/c7696b27830dd8aa4823a1cba...