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Are Art NFTs Here to Stay? | Video

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Tyler Spalding, CEO / Co-Founder, Flexa, 2Chainz and Zack Seward, Deputy Editor-in-Chief, CoinDesk

Coin Desk’s Consensus magazine recently published an article that featured the Museum of Modern Art’s Madeleine Pierpont. She said that while there’s been a hyper financialization in the NFT space money is actually not a dirty word in art. Now, this got me thinking are NFTS still thriving in the art world. In the article written by Coin desk journalist Daniel Koh, he says it’s sometimes easy to overlook exactly how far NFTS have penetrated into the art world. Given how thoroughly the general public has just rejected the speculation and the hype that’s become synonymous with the asset class major auction houses like South and Christie’s still routinely run NFT sales and they’ve been quite successful. I spoke to Sotheby’s head of digital art and NFTS, Mik Bohanna recently to find out just how far digital art has penetrated the traditional art world. And if he thinks the momentum that was gained in 2021 has staying power. Let’s take a listen, Mikel Bohanna, welcome to first mover. Thank you for having me. I’m gonna be honest, Michel, we haven’t talked about NFTS in kind of a long time on this show despite the fact that everyone thinks that we are either in a bull market or heading into a bull market that’s very different than last bull markets. Why do you think that nfts aren’t in the headlines the same way they were during the last bull? I think people start to really get, um, interested again or curious about it when the market hits up. And, uh, we definitely see, uh, the, the market being way more stronger than a few months ago. Uh But they’ve been, it, it’s been with the help of one year, one year and a half of their market for some. But for me, it was a great moment to really uh focus on the art on the, the, on identifying the, the, the real collectors who were here for the, for the art. And then for us who’ve been like in the, in traditional art for uh many years uh at So it’s now very interesting to um evolve in uh this, in this new market, this very young market choo technology uh in art. Tell me about your audience at Sotheby. So I, I imagine you have the audience that is really interested in traditional art. And I imagine now with your NFT projects that you’re attracting a new audience. Tell me about that traditional audience first. Are they receptive to, to this new digital? Are they curious about NFTS or is it a completely new audience that is engaging with you on the NFT front? No, it’s, it’s It’s a New Johnson. The past three years, we’ve been extremely active in the NFT SPACE. We’ve made hundreds of sales. Uh We sold thousands, dozens of thousands of NFTS for hundreds of millions. And uh we’ve developed a great network of collectors and now when we do sales, we are able to reach the world, uh NFT and digital art collectors, the craft collectors really impacting the NFT market. Although our positioning in the traditional art uh market, we have also this possibility to reach uh a wider audience. Uh It’s extremely uh challenging though, because there is still many barriers for, to collect uh digital art organized uh assets uh that involves having a wallet, a self hosted wallet, uh understanding the, the value of finding something that is not uh that is dematerialized. And uh this goes uh along with a lot of education and uh for some of our of curios and uh like collectors, uh there is some that start uh to collect but always on the lower price. And uh because it’s an easy uh on boarding, um uh it’s easier to onboard these collectors at the lower price points. And then for the top prices when we achieve like we sold 6 million work by Miric Shaak last year. And um like, I think it makes sense, we can understand that at this value, there is more like more uh crypto NFT uh native uh collectors being interested in investing that much into the, the the this medium yet. Uh but we see this evolving. And I think the, the past month we’ve seen uh institutions, museums, public collections starting to collect, acquiring uh some uh digital artworks by some of the top NFT artists we see today. And this with time that they have one goal is like educating the wider audience uh via exhibitions, education, etcetera. So we’ll see with time, we’ll start to see some people being more aware of what’s happening uh with this new medium. And uh and of course, it will come down to the market and they’ll become a purchaser. What do you think needs to happen for those more traditional collectors to be interested in digital art? And NFTS, I think uh like there is all this barrier that it needs to be to, to feel less uh frictional when collecting NFTS uh today. Uh people who are, are also very confident in holding crypto are, are confident holding NFTS. And also some people who don’t want any exposure to crypto just because they don’t know anything about it. They will be, they will, they will have ex exposure by holding NFTS or ordinals or any other to assets. Uh So that sometimes I think it’s a buyer for traditional collectors and we could see entering into a new phase maybe next cycle uh where uh NFT is digital art is really less uh uh correlated to crypto. Uh uh Sometimes I just wonder like do we really want or need these traditional collectors to be onboarded? We’ve created like this past three years, there have been like an amazing amount of collectors that created like a lot of volume in 21. Like thanks to the bull market, uh but which is still today in a very uh more reasonable market, uh very uh interesting and uh I and it’s mostly dominated by uh non by crypto native or NFT native uh collectors. So I wonder and if we need necessarily an un boarding, like the older generation of collectors, uh when we look at previous movements in the history of art uh there like, like for example, the Impressionism movement in the late 19th century, there were not like chasing or trying their best to on board. The older generation, we are collecting classic uh traditional art. Uh It, it just created really naturally a new audience that gets interested with their own generation of artists and aesthetic. And so it created a create this new generation of artists and collectors. Uh So I, I could see something else very similar happening with this new medium. Um And uh so I understand the will to bring also new uh actors into this market. Some of them have the very important buying power and also uh a certain sensibility to aesthetic and art and, and uh uh a knowledge of the historian of art. Uh but it may not be the, the, the key here in, in, in uh in growing. It’s interesting that you bring that up. You know, you’re saying that as the younger generations get older, they are maybe going to be interested in this type of art. And so your audience is gonna grow that way. Talk to me about the evolution of, talk to me about the evolution of generative art. That’s something that’s been around for a little bit longer than NFTS a little bit longer than crypto. It is something that uh maybe bridges the gap between traditional art and, and NFT art. How does generative art come into the discussion here? Yeah, I think Jatta is a very um special space uh place uh in the NFT space. But also in the way technology has uh impacted uh the application um and creativity for the artist. And it started with the computer in the 19 sixties. Um You have very difficult access to computers. There were only three in France in the early sixties, only for uh researcher and people working in the army, for example. And only a handful of artists had managed actually to get access to these computers. And uh there were already sort of conceptual artists. So thinking more uh putting forward the idea rather than the out uh the, the result of the work. And uh they had this chance of using the computer and created the first uh computer works based works. Uh And then this technology, we know it evolves very quickly over the past decades and it create, it, it gave uh first it allowed uh democratization of the use of the computer. Like from the seventies eighties, we see the computer being uh purchasable for any individual. And so the artist had access on daily basis with the computer and were able to actually advance even far, uh far and and quicker in the creation process. And so we saw a great development of digital art using computer in the seventies, eighties, nineties. And then with the web app, the, the use of URL and web pages as a canvas and then comes the Blockchain, which I think is the most important uh milestone uh within this uh 70 years of digital art because it has not only like uh enabled the a new tool to the artist, but it actually gave um onboard it a whole new pool of collectors. And no, no that is that were really interested in uh computer technology. And also then Blockchain. And uh and it allowed the artist actually to meet with their public and with their buyers and to be able to sell and to go to market in a very efficient way, something that for digital artists before it was very hard because it was difficult to uh collect. Uh And uh and I think um all together, like we created this uh this uh phenomenon that we know in uh 2020 2021 with the rise of generative atom chain uh and something that we are very invested in because I think it’s the most important evolution we’ve seen in the past uh decades in terms of uh the in the front pri there’s this concept and I may be using the term incorrectly. So forgive me of a digital twin. So having a physical piece of art and then a digital an NFT that represents that physical piece of art on the Blockchain. What we’ve spoken about so far today is traditional art and NFT art. Um one removed from the other. Do you think there is a future maybe for the traditional collector in having the digital version of their art on a Blockchain? No, having uh like a copy of the image that like they can enjoy having the copy in many different uh ways even as a poster as a photo. And so they can bring it in a home. They don’t have access to that painting, but that doesn’t give any that’s like the, the image on the Blockchain doesn’t recreate the aura and the originality of the work. Uh But what we could see and the the interest collectors may have is like having a digital certificate um that uh is the, that will be the most uh impermeable way to prove the to the provenance and the transfer of Anne of the work. Uh because um with time and the oldest, the works are the, the, the the, the more the provenance takes an importance in terms of value. And so the more Christian is the provenance and also the the knowledge of, of the, the the different hands and the different collector of this work been through uh the most valuable the work should be. So uh we, we think that there is a lot of we, we should see as uh a way uh for the Blockchain to impact the traditional art industry. Uh more on that front, on the city side. What was Sotheby’s NFT revenue in 2023? In 2023 we made close to 35 million of sales and including some records uh for, for unique work, unique digital works. Uh We were not in a bear market but we had uh the chance to, to really be placing ourselves as leading the high end of the market. And I think that’s the, the the tier of the market that’s felt the less uh because naturally, and we see that in the whole story of art with time, there is a selection being made in what becomes uh blue chip and what, what, which artist, which series from uh certain artists will pass the test of time. And so it goes, everything goes very fast, like a lot faster in the, in the NFT in the Blockchain industry. And we see we saw this process being very accelerated actually in the NFT space. And so there have been a selection of 1015, maybe 20 maybe a bit more of artists that really uh were less, they, they’ve been impacted but less impacted than other tier of uh of the market. And since we are focused on it, we’ve been less affected in terms of uh overall results. So $35 million in 2023 what percentage of the business or how big of a business would you say the NFT Art is compared to uh the rest of South of Visa’s business? No, we, we, we are a very, very large company. We have 52 offices, we have 80 categories, uh a few sales every day happening in all the of this uh categories. Uh But I think what is uh the the importance this department has for sub visits like the when we think in 5, 10 years and 15 years uh in like in the future because um we have 70% of our clients uh in the purchasing and selling NFTS are 10 years younger than the average client uh at OBI. And so we are definitely attracting a younger generation. I I think that’s something when we look at the future. Uh that is extremely valuable for a company like Sobis where we uh always need to understand what will be the needs and uh um and the demand uh in the in the near future. And also in terms of the technology because web three, that’s just the sale of digital art. But web three also can enable and facilitate a lot of the process we have currently in the arts industry. And so that’s something that we, we, we could uh see being very impactful for the company in the, in the future when it get more democratized. OK. And speaking of that future, if you were to look into the future, uh and take a peek at the future of art and the role that digital art plays in that, what do you see in 1020 years from now in digital art, I would see that the selection continue to be harder and harder. And we see uh just um uh uh one or two maybe artists from 20 that we know from 21 being still uh known and valuable. And then uh the artist actually being way more uh educated and understanding the way they can use uh this medium in a conceptual way uh in a creative way and uh starting to attract uh more traditional uh galleries institutions. And so uh we’ll see probably the top seller of uh the top selling artists coming in the next year to me. So uh we are still at the very beginning and on both sides, on both on the the purchaser and collecting side. But also in terms of the creation side, I think there is um a lot to, to improve also on the quality of the project we see Michael. Thanks so much. For joining the show. Thank you.

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NFTs

NFT: The bubble has burst for now, but is there a future?

TokenTalk Staff

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NFT: The bubble has burst for now, but is there a future?

Many strange things happened in the global economy during the height of the COVID-19 pandemic, but few as curious as the NFT boom of 2021.

Almost no one knew what a non-fungible token (NFT) was at the beginning of that year. In the end, more than 40 billion dollars (36.6 billion euros) were spent on digital assets and works of art recorded on blockchain. This has made the sector almost as valuable as the global art market itself.

If 2021 was the boom, then 2022 was the bust. In January 2022, the market reached its dizzying peak, but by September of that year, trading volumes had fallen by a massive 97 percent. The NFT crash was part of the broader destruction of the cryptocurrency sector, which saw a staggering $2 trillion in value lost.

Also read | Sam Bankman-Fried: Fraud Conviction Limits Stunning Drop for ‘Crypto King’

So are NFTs simply dead, or is there some kind of future for them?

In early November 2023, OpenSea, the largest NFT marketplace, announced that it was laying off half of its workforce. Then there was a bizarre event at a promotional event in Hong Kong for the “Bored Ape Yacht Club”, one of the most well-known NFT collections. Dozens of people reported “severe eye burns” after participating in the event, which featured intense use of ultraviolet lighting.

None of this is good news, but there have also recently been signs of a very modest recovery in the affected sector, with trading volumes rising recently after falling steadily throughout 2023.

Cryptomania and ‘hip’ exclusivity

When the NFT boom took off in the summer of 2021, Andrea Barbon was one of many people intrigued by the innovation’s potential. He quickly created and sold his collection, a set of computer-generated fractal images.

“This venture awakened in me a deep curiosity and desire to delve deeper into NFTs,” Barbon, professor of finance at the University of St Gallen in Switzerland, told DW. “My fascination with the mix of art, technology and finance that NFTs represent motivated me to study them in detail, exploring their potential impact on various industries and their role in the future of digital property and creativity.”

From the beginning, many rejected NFTs. Bill Gates famously said that they were “100% based on the ‘greatest fool theory’” – the idea that it is possible to make money by buying overvalued and fundamentally worthless assets, as long as there is a “greater fool” who show up. and pay even more. “Obviously, expensive digital images of apes are going to improve the world immensely,” joked Gates, in an apparent reference to the Bored Ape collection.

Also read | Explained: Why some NFTs are so expensive

Still, NFTs took off. Perhaps the unique circumstances of the time, when the pandemic meant people around the world were spending an unusual amount of time online and at home, played a role. Barbon says the cryptocurrency boom, in full flow in 2021, has fueled enthusiasm for NFTs, while user-friendly platforms like OpenSea have made it very easy for people to buy and trade them.

Then there was the exclusivity factor, cultivated by celebrity purchases and the creation of NFT clubs. “The allure of NFTs has been further amplified by their novelty, the promise of high returns and their role as status symbols within the crypto community,” said Barbon. “This combination of technological innovation, market dynamics and cultural factors created a perfect storm that fueled the NFT boom.”

NFT: A bubble if there ever was one

For Barbon and his colleague Angelo Ranaldo of the Swiss Finance Institute, NFTs represented a fascinating field of study. As part of their academic research, they examined more than 15 million NFT transactions, worth around $18 billion, between January 2021 and September 2022. They concluded that the entire market represented a bubble.

“We have observed a pronounced trend toward bubble-like behavior in the NFT market,” Barbon said. “This was characterized by rapid price rises, often doubling within days or even hours, followed by sharp falls. These fluctuations offered significant returns to investors, but also posed substantial risks.”

Another thing they noticed was that some investors demonstrated an ability to consistently capitalize on market volatility, earning significant amounts of money, while others demonstrated more reckless behavior. “The market has seen inflated valuations, driven more by speculative fervor than underlying fundamentals,” he concluded.

Doubts will remain, but NFTs can endure

Some NFTs have seen impressive drops in value. The Bored Ape collection, for example, which became especially popular among celebrities, lost more than 90% of its value, amounting to several billion dollars. Singer Justin Bieber and Brazilian football player Neymar are among those who have spent around $1 million each on Bored Ape NFTs, only to see the value virtually disappear.

The fallout from the celebrity NFT craze continues to this day. This week, football player Cristiano Ronaldo was the target of a class-action lawsuit seeking at least $1 billion in damages for his role in promoting NFTs issued by cryptocurrency exchange Binance. As a result, there is a deep underlying skepticism about the market. But Barbon says it may still have a future, especially if it returns to its origins as a marketplace for digital artists.

Also read | Rise of ‘finfluencers’ sparks debate about influence and responsibility

“They are not just a technological novelty, but a revolutionary innovation with practical applications,” he said. “NFTs have revolutionized the digital art market, providing contemporary artists specializing in digital media with a platform to authenticate and monetize their creations.”

He also sees other possible uses for NFTs beyond the art world, in domains such as digital identity and virtual asset ownership. However, the bubble and the huge losses suffered mean there will be a big question mark over NFTs for a long time to come.

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NFTs

Tech Entrepreneur Suggests Mainstream Companies May Have Adopted NFT Loyalty Programs Prematurely – Bitcoin News Interview

TokenTalk Staff

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Tech Entrepreneur Suggests Mainstream Companies May Have Adopted NFT Loyalty Programs Prematurely – Bitcoin News Interview

https://news.google.com/./articles/CBMie2h0dHBzOi8vbmV3cy5iaXRjb2luLmNvbS90ZWNoLWVudHJlcHJlbmV1ci1zdWdnZXN0cy1tYWluc3RyZWFtLWNvbXBhbmllcy1tYXktaGF2ZS1hZG9wdGVkL W5m dC1sb3lhbHR5LXByb2dyYW1zLXByZW1hdHVyZWx5L9IBAA?hl=en-US&gl=US&ceid=US%3Aen

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Esqueça BoredApes e CryptoPunks, os NFTs estão de volta às empresas

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Esqueça BoredApes e CryptoPunks, os NFTs estão de volta às empresas

Há dois anos, os tokens não fungíveis estavam em alta, à medida que aficionados e especuladores de arte empurravam imagens baseadas em blockchain para US$ 27 bilhões em valor. Agora que o mercado quebrou, uma versão muito menos ambiciosa dos NFTs está encontrando um lar bem-vindo nos departamentos de marketing da América corporativa.

Por Maria Gracia Santillana LinaresEquipe da Forbes

Na primeira semana de outubro, a negociação de tokens não fungíveis (NFT) caiu para seu nível semanal mais baixo desde 2020, de acordo com dados do TheBlock, com apenas US$ 50 milhões em colecionáveis ​​digitais negociados em mercados secundários. Foi um mês sombrio para os NFTs, cujo volume de negócios despencou de um recorde de US$ 3,2 bilhões por semana em 2022, à medida que os preços caíram para frações de seus máximos do boom criptográfico.

A atividade morna ocorreu duas semanas antes da Nike planejar vender mais de 30.000 pares de seus populares tênis Dunks em uma coleção ligada a NFTs, com um toque cada vez mais popular que permitiu que compradores não-blockchain entrassem em ação. Ao contrário de praticamente todos os esforços anteriores, os compradores podiam pagar com cartão de crédito em vez de usar criptomoeda, adquirindo um par de Dunks de tamanho personalizado em uma das três combinações de cores: branco e azul, preto e roxo e preto e vermelho.

Apelar aos seus tradicionais compradores jovens deu certo para a Nike, com a venda rendendo US$ 7 milhões, ou uma média de cerca de US$ 230 por par, e cada proprietário do Dunk teria uma versão digital do tênis na blockchain Ethereum. É um modelo de lançamento que provou ser uma manobra de marketing útil – em agosto de 2022, a Nike ofereceu uma coleção de roupas de lazer de 10 peças por meio de sua linha CloneX NFT. A empresa de Beaverton, Oregon, famosa por seu longo relacionamento com Michael Jordan, vende roupas relacionadas ao NFT desde dezembro de 2022, quando lançou a coleção de tênis CryptoKicks iRL com cadarço automático. Peças daquela oferta inaugural que foram vendidas por cerca de US$ 900 agora pode render até US$ 3.000 em sites de revenda de tênis como EstoqueX.

A coleção Dunk Genesis “foi um grande sucesso”, diz Steven Vasilev, cofundador do estúdio NFT RTFKT (pronuncia-se “Artifact”), que foi comprado pela Nike em dezembro de 2021. “Mesmo que o mercado ainda esteja em baixa, nossos produtos são ainda trazendo novas pessoas.

Os tokens não fungíveis são criados, comprados e vendidos em blockchains, como criptomoedas como bitcoin e éter. Mas embora os tokens de cada moeda sejam iguais, cada NFT é único e pode ser usado para recompensar os usuários com várias vantagens ou ser vinculado a objetos no mundo real. Eles também podem ser negociados em vários mercados secundários como o OpenSea.

O cenário do NFT mudou drasticamente nos dois anos desde que os tokens se tornaram parte da arte e da cultura pop convencionais. Há pouco mais de um ano, CryptoPunks, uma coleção de milhares de fotos pixeladas de cabeças e os símios de desenhos animados do Bored Ape Yacht Club, conquistaram preços multimilionários em leilão. Agora, os mais caros raramente são negociados por mais de US$ 100.000. NFTs vendidos por mais de US$ 10 milhões desapareceram no ano passado e empresas nascidas de coleções de NFT, como Rektguy e Yuga Labs, fornecedora de Bored Apes, estão lutando para desviar seus modelos de negócios de pagamentos de royalties gerado pelas vendas secundárias. O mercado geral encolheu para US$ 9,5 bilhões em receita no ano passado, de US$ 26,7 bilhões em 2022, de acordo com CriptoSlam. Emergindo do rescaldo da mania dos NFT estão grandes empresas que estão adotando os tokens como um dispositivo de marketing de ponta, ajudando-os a se aproximar dos clientes existentes e atrair novos.

Para onde NFTs

As vendas de tokens não fungíveis atingiram o pico em 2022, quando as imagens digitais inscritas em blockchains estavam no centro da cultura pop. Dois anos depois, as vendas estão definhando.

“Onde a Nike atende atletas, nós atendemos criadores”, diz Vasilev, que é membro da Forbes 2023 30 Menos de 30 Varejo e Comércio Eletrônico lista. “Não gostamos da palavra NFT”, acrescenta, “acreditamos que é muito técnico e confunde muitos clientes. Por isso, preferimos chamá-los de ‘colecionáveis ​​digitais’.”

Sempresas mais próximas como A Nike está na vanguarda da segunda vinda dos NFTs, mas não está sozinha.

Embora ainda esteja muito longe de obter receitas ou lucros significativos, a América Corporativa está encontrando maneiras úteis de empregar os tokens exclusivos baseados em blockchain em seus arsenais de marketing.

Algumas empresas como a Nike estão incorporando NFTs em seus produtos, trazendo imagens virtuais para a realidade física. A gigante dos cartões de crédito Mastercard, por exemplo, fez parceria com o crypto neobank Hi para permitir que os usuários de NFT exibissem seus próprios NFTs nos cartões plásticos de suas carteiras.

Os designs dos cartões e os cartões que você usa para pagamento refletem quem você é”, diz Christian Rau, chefe das operações de criptografia e fintech da Mastercard na Europa quando a parceria foi lançada em outubro de 2022. A arte digital em um cartão de crédito “basicamente permite que os consumidores exibir uma manifestação física de um NFT com o qual eles realmente se importam.”

Além da marca física, outros incluíram elementos blockchain nas estratégias de marketing existentes. A Coca-Cola adicionou NFTs à sua campanha publicitária global Masterpiece em junho, na qual as icônicas garrafas vermelhas e pretas da empresa foram distribuídas por versões animadas de obras de arte conhecidas como “The Scream” de Edvard Munch e “Bedroom in” de Vincent Van Gogh. Arles.” Em agosto, a empresa lançou uma série de obras de arte digitais no blockchain Base da Coinbase que colocavam combinações de pinturas famosas e obras contemporâneas em suas garrafas de refrigerante em uma série de imagens digitais vinculadas a NFTs. Coca-Cola’s derrubar arrecadou US$ 543.000 com a venda de 80.000 tokens.

A tática virtual explora os mercados existentes de superfãs da Coca-Cola e colecionadores de embalagens vintage, alguns dos quais estão dispostos a gastar até US$ 4.000 em leilão para as garrafas mais raras. Os NFTs da Coca-Cola, em comparação, permitiram aos colecionadores a chance de comprar US$ 25 em éter para coletar na época da venda de agosto de 2023.

Existem também empresas que estão usando NFTs para dar nova vida aos seus programas de fidelidade. A Starbucks, por exemplo, lançou uma versão de teste de seu programa de fidelidade Odyssey em dezembro de 2022, dando a um grupo seleto de usuários acesso a jogos online e missões que geram recompensas NFT. Os tokens oferecem aos titulares programas exclusivos, incluindo bônus de estrelas Starbucks (pontos de fidelidade da empresa), acesso a bebidas especiais, aulas on-line de preparação de coquetéis e férias.

As recompensas já estão chegando para os membros existentes do Odyssey. Os 20 maiores detentores de pontos em janeiro de 2024 serão convidados a fazer uma viagem com todas as despesas pagas à Costa Rica, onde a Starbucks possui sua única fazenda de café, de acordo com uma postagem no X do executivo da Odyssey Steve Kaczynski.

A Lufthansa da Alemanha adotou uma abordagem semelhante em relação à fidelidade, entregando NFTs comemorativos para determinadas viagens ou destinos aos usuários da plataforma Uptrip da companhia aérea, agindo como selos digitais para as carteiras digitais dos passageiros. O serviço cria NFTs no blockchain Polygon que podem ser resgatado para WiFi gratuito durante o voo, acesso a salas VIP de aeroportos e milhas aéreas.

Tecnicamente, este tipo de programa de fidelidade não precisa depender da tecnologia blockchain para funcionar, mas usá-la poderia tornar o processo mais barato, além de dar aos clientes da Lufthansa a impressão de que a empresa adota a tecnologia mais recente. “As empresas podem ter muitas ferramentas de um programa de fidelidade sem precisar construir tanta infraestrutura”, diz Paul Brody, líder global de blockchain da consultoria Ernst & Young.

Como o objetivo desses itens colecionáveis ​​é, em grande parte, manter os usuários fiéis à empresa emissora, a negociação é desencorajada, então você não verá muitos desses NFTs acumulando volume em mercados como OpenSea e Blur.

Ainda assim, diz Brody, “pode acabar sendo uma ótima publicidade… Sua carteira blockchain vai se tornar um pouco como sua estante de troféus pública”.

O maior obstáculo que as empresas podem enfrentar no marketing – e na expansão de seus mercados – usando NFTs pode vir da natureza dos ativos criptográficos. Obter NFTs geralmente inclui adicionar extensões de navegador, obter uma carteira criptografada, criar senhas longas e fazer transações em moedas digitais como o éter, o que pode ser assustador para os não iniciados.

Essa é parte da razão pela qual Vasilev, da Nike, evita o termo NFT. É também por isso que a RTFKT adicionou uma opção para comprar primeiro o tênis físico (sem o NFT) usando opções tradicionais de pagamento com cartão de crédito em vez de criptografia. Fazer isso no lançamento do Dunk Genesis trouxe novos clientes, diz Vasilev, já que 93% dos compradores que compraram os tênis físicos antes dos NFTs eram clientes pela primeira vez dos produtos RTFKT. “Achamos que esta é uma excelente maneira de integrar novas pessoas”, acrescenta.

Sempresas mais próximas podem representam o casamento perfeito entre a tecnologia NFT e o marketing de marca, especialmente porque as principais marcas já cultivam jovens compradores por meio de um mercado ativo de colecionáveis. Seguindo a Nike, Adidas e Puma estão lançando suas próprias coleções compatíveis com blockchain.

A gigante alemã de roupas esportivas Adidas adotou uma abordagem combinada física e digital para o uso de NFTs. Em agosto, a empresa fez parceria com a marca japonesa de streetwear BAPE para lançar uma edição limitada de 100 pares de tênis brancos virtuais que poderiam ser usados ​​para comprar o equivalente físico. Em parceria com a MoonPay, plataforma de pagamento criptografado, os usuários dão lances nos 100 itens por 72 horas, antes de retirar seu par digital. Cada NFT era negociável, mas também poderia ser trocado por tênis Forum Low 84 da Adidas em um padrão de cor Triple White exclusivo para titulares dispostos a queimar ou destruir o NFT. O lance mais alto por um único par de tênis foi de quase US$ 4 mil, de acordo com Eterscan.

A maior parte dos NFT da Adidas explorações permaneceram dentro das paredes virtuais do metaverso, liberando produtos em plataformas de jogos e participando de Semana de Moda do Metaverso em 2023.

A Puma adaptou estratégias utilizadas por ambos os seus rivais. Depois de experimentar tênis feitos sob encomenda para versões físicas de uma coleção NFT lançada no início de 2022, ela se concentrou na primeira venda de tokens que poderiam ser trocados por uma versão de edições limitadas de um tênis de corrida existente chamado Fast-RB. Por enquanto, porém, ela está se concentrando no uso do Puma Pass, um token que dá aos usuários acesso antecipado a mais coleções NFT e em wearables digitais para serem usados ​​em plataformas de jogos.

“Apenas criar uma coleção de fotos de perfil ou um programa de fidelidade já é uma tarefa fácil”, diz Ivan Dashkov, chefe de tecnologias emergentes da Puma, que vê a criatividade como a chave para o sucesso do blockchain. “Você realmente precisa pensar em maneiras novas e inovadoras de usar [blockchain] tecnologia para alcançar, para interagir com seu cliente.

O uso de NFTs como ferramenta de marketing ainda está engatinhando. Quase nenhum programa de marketing corporativo existente tomou medidas para implementar programas NFT permanentes, diz Brody.

A ênfase está na experimentação e no uso do consumidor e, à medida que a negociação em mercados outrora escaldantes como o OpenSea continua a definhar, ninguém está falando sobre o mercado secundário para NFTs.

Diz Brody: “Estamos caminhando para um futuro que será cada vez mais NFTs como lembranças e troféus públicos, e não como ativos financeiros transferíveis”.

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NFT market sees gains for second consecutive week, sales increase 10.95% – Bitcoin News

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NFT market sees gains for second consecutive week, sales increase 10.95% – Bitcoin News

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