The Metaverse and blockchain-based tokens sound like nerdy buzzwords but they represent the bleeding edge of new opportunities for brands to cultivate relationships with their audience, from creating new product experiences to building real communities.
Luis will share his entirely subjective view on what's possible here based on nearly two years of immersion in the space (which feels like seven years in web3 world).
You'll hear about:
+ Tapping into an emerging wellspring of creativity
+ Harnessing technology to empower the audience
+ Nurturing environments of authenticity and fascination
+ Leveraging new kinds of data for programmability and insights
10. Disclaimers ;)
Only my perspective
Mix of NFT / Crypto / web3 experience
Not all-inclusive review - Will likely forget some cool shit!
Not perfect - Will definitely get some shit wrong!
12. Historical Cultural Shifts
Star Wars
Video games
Personal computing
MIDI
Desktop publishing
Grunge - not tech but saw it here - similar vibe, had to mention!
Internet
iPod
Social
iPhone
Age of Content
14. Historical Cultural Shifts
Made possible by evolutionary convergence:
• Blockchain
• Crypto payments
• Wallet ID
• NFT marketplaces
• Creator tech (iPads w/pencil, graphic cards, software)
• Social platforms to discuss, support, and connect
• Time and boredom from pandemic
23. How I Discovered web3
The Most Famous Artist announced experiments with NFTs:
• Novelty
• Education
• Innovation
Discussions on Clubhouse with top creators and artists and supporters:
• Knowledge-sharing
• Social Proof/Hype/Fomo
• Connection/Community
24. How I Discovered web3
Tons of Experimentation:
• Building in public
• Creative outlet
• Feedback
Wild Successes, Follow-ons, Permutations:
• Proof of concept
• Modeling
• Innovation
• Lessons
25. The essential promise of web3 for brands
is the potential to deeply engage with
consensual audiences through fresh,
creative ideas enabled by powerful,
innovative, decentralized technologies
42. Also(!)
Artist empowerment
Transparent flow of money - charities and governments (and IRS)
Soulbound tokens
Contracts
Gaming
Fractionalized ownership
A new kind of employee and internal process
46. People Gonna People
Bad actors
Scams + Rugs
Exploits
Slow Adoption
Disinterest
Difficult
Bad perception: for nerds and weirdos
FOMO/Euphoria/Gambling leads to regretful behaviors
Burnout
Yet Another Discord/Twitter/Project
Game just gets old
IP executions can suboptimal
48. web3 is the future.
The path has been cleared.
You have the tools to create an interactive and exciting
audience relationship fueled by creativity and technology.
Free yourself to imagine wild possibilities and experiment
with bringing them to reality.
In the process you can empower your brand for the next
generation.
49. Luis Antezana • @luckylou • @luckylou_art • luckylou.eth • y.at/💣🍕⚡🙏
Get your POAP NFT
https://poap.website/no-bullet-points
Notas del editor
NFT - Mona Lisa
Control Supply/Price/Royalty/Gas
Programmability is the key to features and functionality
Community - Discord Gating: thirdweb
Experiential - Ticketing: Duran Duran
E-commerce - Retail: The Hundreds
Rewards - Perk Shop: Warpsound
Leverage existing and new assets
Delight
Collectibility
Affiliation
UGC
Bored Ape everything
Derivative art/comics/music/shows
CPG
Adidas / Visa / Twitter
Metaverse - Below Bored
Organic and takes long term effort - most don’t have the fortitude to nurture it but those that do have a true moat
Provides feedback + insights - nothing new but Discord offers way more 1:1 visibility and social helps
Beyond vanity metrics - Gating means your feedback is from actual users
Fosters beneficial elements of social proof en masse
Allows influencers to emerge through authentic efforts
Community Collabs - Alpha Girl Club x NYC
Can be one-sided
Better when inclusive
Social coins - Stateless micro-economy + incentive: Founders Live
Tokenomics
Bundled into NFTs
Programmable rewards
Voting
Action is real part of brand
Overplanning is for suckers
It’s all an experiment - nobody knows it all - it takes a lot of doing to get there
Work in public - share process and story
Speed of creation is core to next wave of creators
Audience of digital natives who prefer online life
Raised on gaming and social
Tech-first, real life second
Cash? Physical things?
Digital clout
Counterculture
Anti-brand
Ad-free
New ways > old ways
Lifestyle elements bridge to real world encounters which have way higher torque
Seals URL experiences and relationships
The people will tell you
You win in the clubs, not in the studio
Get out of the office
Proliferation of assets
Consumer expression is additive
Ownership begets ownership
Early tech
Raw UX
Current tech is way over most civilians’ heads
Developers learning - mistakes can be made
Current tech is an indicator not a final
Eth addresses = IP Addresses - will be better
nft : http
All in flux - Constantly changing
It’s earliest days - Nobody knows that much - No experts
web3 is evolutionary and additive
Still incorporates Web 2 tech
Decentralization is not always possible
It’s a direction towards an ideal, not its realization
Legal + Tax uncertainties
I do not care about bad stuff
There are always downsides, but there are usually better upsides if you’re trying
Is it like VR which is still not here (1995-2012-2022)?
Not as bad, it’s functional enough
Just learn to navigate