Folio Wants to Streamline the World of Digital Art

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For Joey Primiani, designing a new NFT marketplace is just the latest stop on a long and fascinating journey through the world of technology.

After working at Google and Cortex and a gig developing Lady Gaga’s online fan community, Premieri announced his latest venture this week with business partner Mirko Kiefer: Folio, an artist with their NFT work. A social network that provides platforms and tools for referrals.


Los Angeles-based Folio calls itself “the first mobile NFT marketplace and social network,” an invitation-only way for artists to promote their work, collaborate with other artists, and interact with NFT collectors. Community. The platform, accessible via iOS apps or web browsers, aims to act both as a digital portfolio of artists and as a tool that enables collectors to search and discover digital art. The artist decides the price at which he wants to sell his art, and Folio cuts every piece sold.

Primiani told dot.LA that the idea was motivated by the difficulties people in the NFT art community may face when accessing various online platforms, such as setup and login via a digital wallet such as MetaMask. Said that.

“The onboarding experience is a headache for many artists we really want to solve,” he said. “We want to have a simpler experience so that more people can use it.”

Primiani first interned with Google in 2009, where he helped design Silicon Valley giant search products and later worked as a designer at Google Labs’ tech incubator. From there, he worked with Lady Gaga to create LittleMonsters.com, a social network for singer enthusiasts. It was his work with a renowned entertainer that turned Primiani into the idea of ​​creating his own marketplace. In particular, it focuses on the introduction of LGBTQ + and underrated artists, which is the focus of Folio.

“The big problem in the art world before was that many people were making art for galleries, but now they’re actually making it directly for fans and consumers,” he said. ..

Primiani’s dream came to fruition via Twitter, connecting with engineer and blockchain entrepreneur Mirko Kiefer. After several workshops, they officially and quietly created Folio in 2020. The platform has been in private beta testing in recent months, during which time the founder completed a Web3-focused residency with LA’s LaunchHouse Accelerator. (Creatives such as Pol Kurucz, Zigor, and Marc Hemeon have access to beta products.)

“It was so new and the platform couldn’t handle much of the demand that was happening, so we really wanted to be one of the first to really nail that experience,” said Premieri.

Folio and its small team of five are still in the pre-seed stage and bootstrap all funding up to this point. Primiani said the new funding will be directed to recruitment in both Los Angeles and remote areas, leading to the company’s growth and expansion.

“We think it’s only about 5% of what’s possible,” Priniani describes the blockchain-enabled Internet known as Web3. “It’s like the internet in the 90’s, it’s like the Archetypal Old West, and anything is possible.”

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