‘Convince them that this is real’: How publishers are getting audiences to adopt the blockchain

by AryanArtnews
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Skepticism is still loud in conversations about NFTs, the Metaverse, and cryptocurrencies.

Many everyday users of the Internet are afraid of being scammed from money or do not understand why someone wants to buy digital art in the form of non-fungible tokens. And as of early 2021, Gemini reported that only about 14% of the US population owned cryptocurrencies, according to Gemini’s 2021 cryptocurrency report.

As a result, publishers with some form of interest in blockchain are aware that they need to educate their audience about this new technology in order to turn it into customers and participants in blockchain experiments. Leaf Group is working to compare investment in art with NFT collections to make it more appealing to the network of artists, but Brit + Co and Turner Sports are in a way that makes learning about blockchain less scary. , Devoted to education and rewarding participation. ..

Not all audiences are interested in digging into the core of how blockchain works (see the WTF guide). However, if you buy an NFT from your favorite publication or attend a Metaverse event, they need to understand the different ways it can affect their lives.

“In my opinion [the blockchain will] Ultimately across all industries, the recruitment curve is driven by immediate utility awareness, discounting potential risks.When i people [thought] It would be strange to buy something online with a credit card, “said Sean Morialty, CEO of Leaf Group. “Practical application [of blockchain technology] Infinite, but adoption is driven by early utilities. “

Make the blockchain familiar

The Reef Group is undoubtedly in a position to use blockchain quite effectively for its business and its audience. Being the publisher of the media brands Hunker and Well + Good, and the operator of the Saatchi Art and Society 6 art marketplace, commerce is at the heart of the business and it makes sense to turn digital art into an NFT. .. This is especially true given that the first things that come to mind when people hear NFTs are photographs, digital drawings, or illustrations.

The company’s first NFT collection, called The Other Avatars under the SaatchiArt brand, was launched in early 2022 and consists of several digital art pieces rethinking the self-portrait of artist Vincent van Gogh created by artists on the SaatchiArt network.

“The joke is,’Well, I can get a JPEG of this for free.’ But you can also make a print of the Mona Lisa, but it’s not the Mona Lisa,” Moriarty said. .. He added that it is important for art buyers and artists to think of digital art as an investment piece, just like physical artwork.

Leaf Group’s Saatchi Art is known for curating and selling art from all levels of experience and popular artists. In other words, what is sold in the marketplace focuses on the art itself, not who the artist is. The company brings the same mission to the NFT collection it releases, confirms that digital art has the same amount of skills and intent as physical art in the network, and uses in-house experts to create these pieces. I plan to look critically at. .. That way, buyers can trust that the NFTs they buy are curated in the same way as physical art, Moriarty said.

The actual process of buying an NFT and creating an NFT is not as easy as swiping a credit card, so SaatchiArt’s gm Wayne Chang and his team are an educational guide for artists and buyers in the network to learn. Is working on. The foundation. Lessons include how to set up a cryptocurrency wallet and how to protect assets bought and sold to avoid hacking. This is because both NFT assets and the payments received by the artist can be favorable targets.

“This is not a one-time project drop,” says Chang. “We have a larger roadmap. We have a vision of incorporating it into major markets.”

Strengthen cryptocurrencies through education

According to founder and CEO Brit Morin, four years after Brit + Co hosted a conference aimed at teaching Brit + Co readers about cryptocurrencies, lifestyle publishers will continue their mission next year. ..

Brit + Co focuses on gamification education by issuing tokens to students completing each lesson to prevent drop-offs. This is a strategy similar to Decrypt, which released reward tokens earlier this year to encourage the use of the app.

“Frankly, like every big new wave of the internet, there are real financial benefits. That alone, I’m very passionate about women and people of color who understand this. , [because] This is the first time in history [underrepresented groups] Entry into this new trillion-dollar industry is unimpeded. And what is blocking us? Well, we don’t know enough, “said Morin, who recently co-founded an investment company focused on supporting crypto companies.

Turner Sports also adopts a gamification approach that allows people to invest in NFTs and even interact with other NFT collectors. Knowing that fantasy sports participants and sports bettors share similar characteristics to crypto investors and NFT collectors, Yang Adija, a digital league business operations, growth and innovation svp, has these two groups. He said he wanted to find a way to bridge the gap and create an NFT-a base golf game with real-world value.

“That’s one of the interesting things about cryptocurrencies. It allows users to participate in games and sports and still get value,” Adija said in an episode of the Digiday podcast.

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