As Web3 continues to ripple through culture, I’m thinking about what history can teach us in this moment.Similar to the internet’s first two booms (Web1 and Web 2.0), Web3’s growth will be about adoption and usability. The public won’t care about the blockchain or the metaverse until they need to, and that will only come with undeniable use cases.Napster upended the Web1 entertainment world and Spotify revolutionized streaming in Web 2. In many ways, music is again becoming the trojan horse as music NFTs lead the way for Web 3 adoption.What’s missing right now are dominant players which, as we all know, is kind of the point. Companies like Google (for search) and Amazon (for shopping) have defined the online experience for two decades. Once adaptability came and trust was established, people started putting their credit card info online and the internet’s first boom revolutionized commerce.In the social era of Web2, platforms like Facebook and Twitter transformed communication between artists and fans. D2C flourished during the era of Web2, which is how a sock company like Bombas could turn into a multi-billion dollar brand without needing a big box retailer or blockbuster partnerships.Web2 led to the explosion of influencer marketing and reduced reliance on traditional gatekeepers. The platforms, however, still own the content and control the algorithm in Web2.Looking at Web3, where the wisdom of the crowd not only propels brands but aims to own them, who will the revolutionary players be? Sure, there’s Board Ape Yacht Club. But is that the Google of Web3? I doubt it.It’s even more fascinating – and more complicated – when you consider the Metaverse. What’s the next App Store look like? Will Apple and Google glasses finally catch on? Can we truly develop a “Direct-to-Avatar” economy?I fear that Web3 won’t work if it’s fully decentralized and purely built on blockchain technology (spoiler alert: it’s not). It’s currently riddled with scams and complicated user experiences. But the market is coming, the use cases are mounting, and the momentum is undeniable.Someone just needs to fill the void. It feels like each week there are revolutionary breakthroughs, but as Brock Pierce, the actor turned Bitcoin legend, said this weekend at The Blockchain Conference: “the early bird gets the worm, but the second mouse gets the cheese.” It will be interesting to see what brands make it and what new industries emerge as a result of Web3.Speaking more on this subject and the state of music, we have our rescheduled NFTalks with Water & Music at 630PM on Monday in LES. I can’t wait to talk shop with these Web3 research pioneers. It’s not too late to check it out IRL. Hit me at [email protected] to confirm your spot.
BEATS
Music Merchandise Is Big Business. But For Touring Artists, It’s Callously InequitableLes McQueen, the quixotic but eternally foiled, former rhythm guitarist in Royston Vasey’s greatest (only?) glam rock band Crème Brûlée, certainly had the music industry’s number. “It’s a shit business,” he would mournfully sigh. “You’ll find out.” (Music Business Worldwide)
The Future Of Music Consumption Is (Re)CreationThe reality for music creators on streaming platforms is that most fail to make a meaningful income. According to Spotify’s Loud and Clear, 98% of artists earn under $1000. This is largely a consequence of the creator renaissance as music production tools became widely available. (Midias Research)
Tiger Woods Returns in Nike Golf Ad Narrated by ScHoolboy QTwenty-five years after his first unbelievable, historic triumph at Augusta National, Tiger Woods is back in the Masters field this week—just 13 months after a horrific car accident shattered his leg so badly that doctors considered amputation. (Muse By Clio)
Pop Culture Brand Partnership News And InsightsIt’s going to be hot, but the outfits are going to be hotter. In this blog, Hollywood Branded predicts the trendiest looks for Coachella 2022 and where you can find them.(Hollywood Branded)
Joe Jonas and Usain Bolt are ‘On The Leaderboard’ in Peloton’s New Web SeriesThe fitness brand/media empire is teaming with big names like Joe Jonas and Usain Bolt for On The Leaderboard. In each episode of the show, a Peloton instructor will interview a celebrity while they both run on treadmills. (Tube Filter)
DJ Khaled Reveals The Air Jordan 5 “We The Best” CollectionDJ Khaled’s sturdy relationship with Jordan Brand has not only given the Miami-based producer an unprecedented level of access to footwear, but also the rarified opportunity to design his own shoes. In conjunction with his WE THE BEST platform, DJ Khaled has revealed a new Air Jordan 5 Retro. (Sneaker News)
The Weeknd Demands $8.5 Million Coachella Payday Kanye West Would’ve Gotten, Threatens to Back OutAccording to Page Six, when things were about to be made official, negotiations allegedly came to a screeching halt when festival owner Phil Anschutz wanted to pay The Weeknd less than $8.5 million, which West was slated to receive. (Penn Live)
Billie Eilish x Nike Air Force 1 High Revealed: First LookFrom the Air Jordan 1 KO to the Air Jordan 15, Billie's collabs with Jumpman have shown off her eclectic tastes and fashion sense. Now, it appears as though she will be showing off her style yet again, this time with the Nike Air Force 1 High "Mushroom." (HotNewHipHop)
Megan Thee Stallion Is Swearing Off Makeup Until CoachellaThe Hotties will be amped to know that Thee Stallion is set to perform at Coachella April 16 and 23. And just after gracing us at the 2022 Grammys with those smoky eyes, she's promised to not wear a lick of makeup until her next performance, seemingly as preparation (or a break) before the major festival to come. (Allure)
The Fake Artists Problem Is Much Worse Than You Realize You might think this can’t be much different than a cover band, no? Or, at worst, maybe it’s just another form of music piracy, which has been happening for ages. In fact, the problem is much worse than these. (Ted Gioia)
Yondr Believes Concertgoers Are Learning to Love Locking Up Smartphones — Even for a Three-Day ‘Over Yondr’ FestivalMany music and comedy venue attendees know exactly what is meant when they hear the word “Yondr.” For some, the grey-and-green smartphone pouch with a magnetic lock is the pain-in-the-ass bag keeping them from their phones (and social accounts and recording apps) until after a live gig is over. (Variety)
Donald Glover Interviews Donald GloverDonald Glover is a man of many personas, phases, eras, iterations. From his farm, where he’s putting the finishing touches on his upcoming Amazon series Mr. and Mrs. Smith, the 38-year-old father of three unspools his Willy Wonka mindset to someone who knows exactly which threads to pull: himself. (Interview Magazine)
YouTube To Sell Custom Merch During Coachella SetsViewers will have the chance to purchase exclusive Billie Eilish, Brockhampton and Flume merchandise without leaving the festival livestream. (IQ-Mag)
Spotify Greenroom Rebrand is Complete — Meet Spotify LiveGreenroom launched in 2021 after Spotify acquired Locker Room creator Betty Labs. But the Clubhouse competitor and live audio chatroom struggled to gain traction amid a crowded field of offerings. Now Spotify is moving its live audio into the main Spotify app and dropping the Greenroom branding entirely. (Digital Music News)
BYTES
Interdependence Podcast - Transitioning to Web 3 by building a research DAO with Cherie Hu (Water & Music)
This week Holly Herndon & Mat Dryhurst host the inimitable Cherie Hu to discuss the evolution of Water & Music into the first contributor led research DAO for the music industry, the changing definitions and focus of music & technology, Tik Tok and the politics (and occasional burden) of relatability.
Grab a seat and join rap phenom Gunna, WNBA star A'Ja Wilson, hip-hop legend Rick Ross, business mogul Steve Stoute, marketing executive Paul Rivera, entrepreneur Maverick Carter, and NBA superstar LeBron James.
This patented technology creates soundscapes that adapt in real-time. It reacts to inputs like time of day, weather, heart rate, and location. Neuroscience shows Endel consistently improves focus and lowers stress.
This year YouTube is bringing more Coachella to you. Wherever you are. Catch the official livestream starting April 15, 4pm PT at https://www.youtube.com/coachella
This week's newsletter was carefully curated by the Nue Agency staff and our editor Rachel Meisner. If you think we missed something this week or have any suggestions/comments for next week's newsletter, let us know!