Web3 has attracted people from all walks of life, from traditional financial analysts and hedge fund managers to software developers. But in the past 12 months, a fairly new group has entered the space: artists.
Whether it’s big-name rappers like Snoop Dogg or small local painters trying to expand their reach, web3 empowers creators to deepen relationships with their fans that go well beyond one-way communication and focus more on impactful engagement. , Terry Leong, co-founder of OurSong, told Marketingwithanoy.
OurSong, an NFT-focused platform co-founded by award-winning recording artist John Legend, has seen artists using OurSong gain at least 5% of their Instagram following, Leong said. “While this may seem small at first, that 5% embodies their superfans, and in many cases, these devoted fans collect more than half of the content created by any given artist,” he added.
While there are financial incentives, creators’ deep dive into web3 is more than just a new revenue stream, Leong said — it’s an opportunity to harness their passion and take it to the next form of digital content. The “next form” could relate to anything in the crypto ecosystem, from NFTs to metaverse concerts or interactive artist-fan experiences.
“At the most basic level, the metaverse is another way to experience your favorite artist, and while we’ve already seen examples of virtual concerts, the metaverse can also be a place where an artist can create a multi-format entertainment experience,” Michael Wagner , co-founder of a metaverse gaming site Star Atlas, told Marketingwithanoy. “When it comes to long-term engagement, the metaverse offers artists a lot of room to build and expand their personal brand.”
Meta’s version of the metaverse mainly consists of virtual reality or augmented reality so that friends can communicate with each other, while web3’s version of the metaverse focuses more on how users will experience the internet in a digital world.
A number of artists in the space have shared a similar sentiment: they are starting crypto to be heard and seen in a new way.
Harry Connick Jr., a singer, pianist and composer who has sold millions of albums worldwide, told Marketingwithanoy that he launched his metaverse-focused startup, The Neutral Ground, on Discord last month so he could interact with fans without a “big company” leading him or his community.
“You don’t feel like anyone is watching over you – you can just be with the group and it gives people in the community, including myself, a sense of freedom and power to explore and create and live on this neutral ground.” be,” said Connick.
Compared to previous outlets Connick has used to connect with fans, his platform is a creative collaboration where people can talk directly to him and discuss anything related to his career or a shared love of the piano.
“There’s always been a lot of gates separating artists from the people who admire their work, and this new technology makes it a really cool way to have new, deeper relationships in the community,” Connick said.
For example, on April 21, Connick did an interactive “Piano Party” where guests could learn from him, upload videos of themselves playing the piano, and interact with each other.
In addition, fans who join Piano Party will receive an NFT, similar to a graduate certificate, which will serve as proof of their participation and community membership, Connick said.
“If I had access to people I admired growing up, imagine how that would have shaped me creatively,” Connick said. “You think of the opportunities that [fans] have now, be able to be there and ask questions; it’s an incredibly exciting time.”
While there are opportunities for artists in the great land of web3, there is still a learning curve and barrier to entry for some non-crypto natives entering the space from downloading and using messaging applications like Discord, which has approximately 300 million users. has until date, to create a non-custodial crypto wallet to connect to NFT marketplaces to buy digital collectibles. Not everything is crystal clear for fans unfamiliar with the crypto realm. This could potentially limit the reach of these early artist efforts to connect more directly with their fans and exclude those with less technological aptitude.
“There’s a lot I want to do that I can’t do yet,” Connick said of technology that has yet to be created. “But it’s really exciting to think that in the next three, five, ten years, all the stuff that’s been buzzing around my head about the metaverse could exist.”
Still, at the other end of the creators’ spectrum, some small-time artists are also seeing the opportunity to dive beyond the physical world to connect with fans online through alternative media such as NFTs.
Alex Macedaan independent artist who creates both traditional fine art and NFTs, said she was not involved in the crypto economy at all before last year, but entered when she realized there was an opportunity for her to expand her audience and craft.
“When I got into the NFT space, I was still a part-time artist,” Maceda told Marketingwithanoy. “But NFTs are an important reason why I can now be a full-time artist.”