Web 3: NFT Routes 1 to 99
During the pandemic NFT laid rubber along the adoption highway, the route 1 approach was: collectible art realizing sensational valuations.
Ahead of us are a number of alternative routes for creating value for fans and artists. The technology is still developing, NFT's, smart contracts offer a range of utility, including access, participation, investment, identity, and community, there are many more options than just digital baseball cards.
Seeking a route map through Web3, looking at utility, adoption, and how music artists manage their own brand and authenticity, whilst respecting audiences, driving engagement, but also experimenting with new opportunities, we will signpost some interesting routes ahead.
Featured Speaker:
Clare Smith, Head of Strategic Partnerships at Serenade
Clare Smith is the Head of Strategic Partnerships at Serenade, a music technology company delivering sustainable new revenue streams to artists and unique experiences to fans, with over 20 years of experience in the music and entertainment industries across record labels/music publishing, brand partnerships, tv and film, talent management, talent booking and events.
Jeremy Gruber, Head of Artist Marketing & Digital Strategy at Friends At Work
Jeremy Gruber is the Head of Artist Marketing & Digital Strategy at Friends At Work, representing artists including John Legend and Lindsey Stirling. Jeremy has spent over a decade working with artists at all levels helping them grow their brand and businesses by bringing together traditional marketing with the latest technology. After graduating with a Music Industry degree from USC, Jeremy started his career helping to manage the wine label, public speaking and corporate career of Mick Fleetwood at Sabre Entertainment. He then ran digital for 10th Street Entertainment and Eleven Seven Music working with bands including Mötley Crüe, Papa Roach, and Blondie. In 2010, he joined Concord Music Group helping to establish the direct to consumer team and build the digital marketing & strategy department where he worked with legends like Paul Simon, Paul McCartney, and James Taylor. Jeremy also works an adjunct professor at USC's music industry program.
Melanie McClain, Head of Community at P00LS
Melanie McClain is a New York based Web3 world builder, culture curator, 2021 Billboard Change Agent, founder of the Blurred Lines and Head of Community at the Web3 company, P00LS.
In her 12 years as an early adopter in the music industry, Melanie has helped break emerging talent and global household names like G-Eazy, Burna Boy, Megan Thee Stallion, Lil Nas X, Haviah Mighty, and Lizzo. Currently as Head of Community at P00LS, Melanie helps creators build communities, and use cases around social tokens.
Her past experience includes roles as the Hip-hop and African music playlist curator at YouTube Music, Publishing A&R at Secretly Group, Head of Digital Culture at Sean Parker’s Airtime, Experimental Music Manager at Budweiser, and staff writer at Solange's Saint Heron. In 2020, Melanie founded Blurred Lines to unite international tastemakers to share left-of-center Black music and discuss topics like distribution, marketing and Web3.