Amplifying An Artist’s Vision in Web3: How Old Rules and New Tools of Engagement Can Impact Culture and Commerce

Art reflects the culture in which it is created; for young music artists to create an accurate reflection, they must be given the freedom to create without the pressure of algorithms, views, and goals of virality as the measure of success. The craft of music creation is uniquely individual and something we must support and encourage no matter what “the data” tell us is successful art. Unfortunately, the traditional music industry continues to put the wrong message out. I worry that we are not allowing artists the time to become masters of their craft as songwriters, arrangers, players, and producers but instead masters of their data hacks on a few third-party platforms.

I am all for the music discovery these platforms support but at what creative cost? Most of these current platforms that we pressure artists to be part of just monetize off their backs, and if they were gone tomorrow, all of that fan data those artists built communities on would be gone too.

However, artists who focus on their craft will always have their art to share; they just need to create a new place for their community to gather.

How, as an industry, do we genuinely support the craft, provide ways to connect to fans, and allow artists to own and authentically monetize those relationships while amplifying their artistic vision without forcing outdated views of what success is on them?

I believe the exciting part about Web3 for the music industry is that it answers some of those questions with new tools that are being built with an artist-first, fan-focused mentality to support the next great artists creatively, financially, and independently. They will also help to find fan communities, build reciprocal engagement, and recognize and reward the loyalty of their fans.

I’m fortunate to be part of one of those companies at Pixelynx, where we are re-imagining the industry through creative, playful lenses and innovative thinking around what the new creator economy means for music artists and their fans.

For some, the jump from Web2 to Web3 seems like a giant chasm, but with more education, it becomes clear that it’s not entirely new “rules” of engagement but new “tools” of engagement.

Over my career, I have had the great fortune of working with some pretty iconic bands; Nirvana and My Chemical Romance are just two examples that immediately jump out to me, two different decades, but they share a common thread. They shaped the signature sound of their time and had a substantial cultural impact, including being part of new musical styles, Grunge and Emo, and defining new fashion (I miss my plaid flannel button downs). However, early on, no one knew (if someone told you they did, they were lying) how big or significant these new artists would become or how their fans, fashion, and community ethos would shift the teenage landscape for a while. So we just tried a few things to help develop their path to success:

1. Lead with great music and art

2. Help artists tell their story authentically so fans care

3. Go where the fans are to create awareness, listen to them and build from there

4. Find the superfans who will naturally promote the artist. Recognize and Reward them

In the simplest form, you can see it’s not that different from a Web3 strategy to launch an Artist NFT.

1. Lead with a great music and art

2. Draft a compelling narrative that offers utility so fans care

3. Generate hype, build a community, listen to them and evolve

4. Find influencers who authentically align with the brand to promote. Incentivize them

Web3 isn’t any more complicated; in many ways, it’s more straightforward because what it provides are better tools to connect with fans for the long term directly. It also offers new ways to monetize those relationships that are more aligned with elevating the art and the artists and not filling the coffers of an archaic system that’s focused more on algorithms and less on art.

I firmly believe that the opportunity for new artists to break through and impact culture today is enormous! Artists exploring and testing new Web3 tools, products, revenue streams, and virtual and IRL fan engagement experiences may have a shorter ramp to success if they focus on their creativity and utilize these tools to amplify. Of course, it’s still not easy to break through as an artist to massive global success, but what Web3 brings is a new way to define that success at various milestones. As an artist, you get to set the benchmarks for success today.

Is it a #1 single on the Billboard charts, but you are still $500k unrecouped? Or is it selling out 10k music NFTs at $50 a pop of your new album incorporating co-created fan art and a show ticket, causing your fans to lose their minds and authentically promoting you across their socials? The best part is now you can fund your tour and give them an IRL experience they will never forget.

Artists and their teams who genuinely embrace these new opportunities will decide what a successful artist today looks like by just being true to their art and authentically empowering their community to amplify it.

I see some incredible things in Web3. New platforms allow artists to lead with their music and art, build fan communities around their artistic vision, tap into culture and commerce, and create a more vibrant and enjoyable experience for everyone involved!