The creator economy, also known as the influencer economy, was born in the Web2 era thanks to social media platforms such as Facebook and YouTube and the rise of user-generated content and online celebrities. It is Web3, however, that will drive the evolution of the creator economy by empowering content creators and allowing them to own not only their content but also their community.
While Web2 allowed content creators and influencers to build a huge online following, the middlemen such as Facebook and YouTube were the ones who actually owned the platforms and set the rules, making it difficult for most of them to monetise their content.
Which is ironic, considering that the creator economy is now worth US$100B globally, with Goldman Sachs predicting it could grow to US$480 billion by 2027.
How creators got their groove back
In fact, it was the pain points that she herself experienced as an influencer that led SO-COL Founder Irene Zhao to launch the Singapore-based Web3 social platform.
“Even though I have a huge following on social media. I don’t get most of it. I don’t own my content or my community. The only way for me to monetise is through advertisements,” Zhao said.
Web3, however, is disrupting this business model thanks to non-fungible tokens (NFTs), which are also becoming more popularly known as digital collectibles. NFTs allow creators to own their content. By buying these NFTs, fans can own part of the creators’ work. More importantly, creators and their fans can build a community by using NFTs as proof of identity.
“Web3 is truly impactful on content creators in two big ways. First, creators can truly own their community on a decentralised platform not subject to fast-changing social media policies. Second, with DAOs (decentralised autonomous organisations), they can build deeper, more meaningful, and more two-way interactions with their audience instead of fans simply liking and commenting on their posts,” Zhao said.
The power of smart contracts
While some might have the wrong notion that NFTs are just fancy JPEGs, they are actually digital assets powered by smart contracts on a blockchain, such as Ethereum. Anything can be tokenised, allowing content creators to directly monetise their works, whether art, music, articles, literature, videos, and so on.
Also Read: How to stay creative in the age of Generative AI and Web3
This is why Web3 is a game changer for the creator economy because it allows content creators to own their data and get paid for what others consume.
“Smart contracts ensure timely payments as they eliminate the middleman, meaning creators will receive their revenue share the moment it has been paid. As Web2 platforms begin to disappear, smart contracts and NFTs will emerge as the new standard, with a record of ownership for every piece of content posted onto immutable public blockchains.
“With NFTs, artists will be able to keep track of the value of their older creations and continue to monetize them through royalties. Under the old system, if an artist sold a painting for US$10,000 and it was later sold again for US$5 million, the artist would not receive anything more, with the dealer pocketing the difference. That won’t happen with NFTs, as the artists can create a smart contract that ensures they will receive a percentage of any future sale.”
Launching the Creator Circle
Offering a powerful platform for content creators is one thing. Educating them on Web3 and helping them optimise these digital tools, however, is another.
This is precisely why BlockchainSpace, a Web3 community enabler in Southeast Asia, has partnered with leading Philippine telecommunications provider Smart Communications to accelerate Web3 adoption and launch its Creator Circle program for content creators across the region.
By joining the Creator Circle, content creators gain access not only to exclusive events and perks but also to funding that will help them launch their projects and build their communities.
Starting out as a physical venue for Web3 events, BlockchainSpace evolved into a guild hub for play-to-earn communities around blockchain games such as Axie Infinity. Since 2020, it has empowered over 100 communities and raised US$20M from top investors, including Animoca Brands, CoinGecko, and Crypto.com Capital. This year, it expanded from gaming into the creator economy.
By partnering with Smart, BlockchainSpace now hopes to make Web3 more mainstream by reaching out not only to gamers but also to content creators and their huge communities.
“Filipinos have been at the forefront of utilising Web3 since the peak of the pandemic. With millions already owning crypto wallets and participating in GameFi, the Philippines has consistently been one of the leaders of Web3 adoption in Southeast Asia. Through this partnership, BlockchainSpace and Smart will continue to build on that foundation by enabling more communities to connect in a truly open, meaningful and secure manner,” said BlockchainSpace CEO Peter Ing.
“This partnership aligns with Smart’s mission to empower FIlipinos with the latest digital innovations so they can live more today,” said Smart First Vice President and Head of Prepaid and Content Lloyd Manaloto.
Also Read: How a decentralised localisation and building a community of trust can lead to global success
Decentralisation is the way
Web3 is all about decentralisation, allowing anyone to have the opportunity to create their own content and build their own communities. It is bringing power back to the content creators, and turning their fans into co-creators and community stakeholders, instead of just passive consumers.
This trend toward decentralisation has been happening for years. Web3 will accelerate the process, making this the best time to be a creator.
“Despite flooding platforms with content, centralised institutions have held a monopoly on privacy, content, audience and on revenue. Even in the traditional publishing world and music industry, record labels and publishers keep the majority of all earnings while the artists and authors sign contracts to keep a small percentage of royalties.
An increasing number of authors, however, are choosing to forgo the traditional route and instead are self-publishing, supported to best-seller status through swathes of their army of YouTube followers buying their book. This can be seen as evidence that a cultural and socio-economic shift is already well underway.”
The revolution is already underway. Will you be part of it?
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Image credit: Ivan Samkov
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