Bored Apes at the VMAs, Meta collectibles and a Walking Dead blockchain game

Transcript

gm gm welcome friends back to another episode of the web to your academy podcast it is the weekly news roll up and today you might if you're watching on youtube you might see a different face here with me doing the roll up it's usually my co-host jay hamilton but he is on vacation i think somewhere in the netherlands right now i actually don't know where he is uh but we have another beautiful face here with us and it is our boy jeff kaufman jr he is actually a previous guest on the show many many months ago i don't even know how long it was now uh but jeff is a big brain in web 3 and i'm super excited to have him on here to discuss some of the news but it's going to be a bit of a different episode because we're going to

discuss some of the highlights and the big news but we're going to actually dive into a lot of what's going on over at jump and and the community that they're building they've just launched some nfts to their community and they're just doing some really really cool stuff and so i want to talk about how to build community and how to do it the right way and i think jump is just like the best example in this space so we're going to dive into that near the end before we do though we are going to talk about you know some really cool stuff going on eminem and snoop dogg are showing off their board at yacht club in the metaverse and on mtv that's crazy uh more stuff with facebook and instagram launching nfts um we are going to talk about walking dead launching a blockchain game that's really cool um so

lots of stuff but first jeff welcome to the show man thanks for being here super pumped to be here and uh yeah i mean i always love talking about the news there's always so much to talk about there's stuff on here that i that that i feel like i'm keeping up with the news pretty well but there's already some some highlights that we're gonna cover that you brought up that i wasn't aware about um so yeah man the keeping up with crypto is tough these roll ups are always fun and a lot to unpack so i'm pumped to be here absolutely jeff give me a quick background of of yourself uh just for the listeners in casey of them didn't

see the episode uh way before which by the way go back and listen to that it's a sick ass episode but jeff tell us about parachute tell us about jump um what's going on in that world yeah yeah so the the i would say the the highlights are i spent 15 years in the marketing and advertising world a big agency world working with brands like chick-fil-a home depot dr pepper gamestop ran gamestop social for like eight years so that's my background um you know got my career started on myspace in 2005 building community and social and all that good stuff um yeah yeah and then um and then yeah made the switch to web3 just you know

trying to stay on the cusp of innovation and honestly just trying to have fun you know pushing the boundaries of of what's possible and trying stuff that nobody's ever tried just keeps things fun and interesting every single day and so in order to do that launched parachute and jump web 3 is so different and so hard for legacy institutions to truly wrap their head around i felt like it was time for me to truly spread my wings jump out of corporate america leave a very good gig behind and just try to try try to do something sort of uh

entrepreneurial and that's where parachute came from so jumping out of a very cushy airplane um i needed a parachute so i called my my new venture parachute and i didn't know what it was gonna do but it was my parachute and so you know that also ties into the fact that i've made 1800 skydives uh as like a hobby um so big time skydiver jumping out of corporate america called my operation parachute and that kind of like blended into this concept of what i wanted to do which was and is sort of the tagline for parachute now which is build high performance parachutes for the next generation of online communities

which you could probably pull out online and just say communities but that's what i'm doing uh and junk was the first project for that which is building community for essentially the professional world that i came from which is the enterprise marketing and advertising world bunch of early adopters bunch of forward-thinking people a bunch of people that want to experiment and play and talk about all this new stuff i couldn't think of a better community to build for and learn with and add value to than this network of of people that i've spent really the last 15 years

living and breathing building brands using you know cutting edge digital stuff and shout out to the uh to the jump community uh hopefully many of you are listening today uh we've got some of your news that we're sharing in here but you guys do an awesome job you guys have probably the best discord i think i've seen in in web 3. um so kudos uh jeff to you but kudos to the whole the whole jump squad i'm actually in the safari dao growth um i don't know cohort right now and there's a bunch of jumpers in there and they were all celebrating yesterday too and i was like jumpers are everywhere yeah yeah so we'll jive a lot more into jump uh but we're gonna do that more near the end of the show we gotta make sure that we cover the news because we gotta make

sure that everyone is up to date because like you said there's just so much happening um it's kind of insane and so we gotta keep you up to date that's the whole point in this episode here um i guess one other thing you forgot well i don't think you forgot you probably didn't mention it but jeff also uh launched a very highly successful denim store yeah you just tell me about before this podcast uh so he's a he's a serial entrepreneur at this point yeah yeah yeah coach we will just say kovid wrecked the denim store it was it actually was yes it was texas's number one denim store it was awesome if you google deep elem denim you'll find articles about how a couple ad agency guys launched a denim store but kovit

wrecked it and i will say that um you know that transition of let me just say running a physical real world business dealing with lease agreements inventory like that stuff is uh a different beast than like just bits and code and operating essentially i i'll say i like the digital business models much more than the physical but but the physical business model was a party let's just say that the denim store was a good party drank way too much yeah so maybe it was a good thing then yeah i mean we're gonna we're you can see up on the screen here for those that are watching we're about to talk about the metaverse so a whole different type

of business before we do that though jeff we always start our roll up with a little bit of gratitude so why don't you tell me and the listeners what are you grateful for today so one sort of category but there's three components to it um so first uh tomorrow i'm headed to montana for my brother's bachelor party um super pumped for his wedding in a month so i'm just excited to be able to go to montana with my dad my brother a couple of good friends for the whole weekend i'm also grateful for my new computer which i'm on today this is like getting a new machine is just like unbelievable and one of the guys going

on the bachelor party uh runs uh one of the apple stores here in dallas and he hooked me up with a killer discount so super super grateful for all of that and then obviously we did a reshuffle we were going to record tomorrow i goofed saw that oh man i'm going to be at the airport flying all that stuff and so you rescheduled so this whole there's a lot going on around bachelor party weekend and i'm just grateful for for all of it love it i love it uh my gratitude for today is you jeff uh i'm super grateful that you're here and that uh the show goes on we get to do another show i was like do i do it by myself because i

didn't want to take jay out of vacation he's got he's taking the week right off no going in slack no going on twitter no going in discord and uh and i was like you know what jeff's the guy jeffy i gotta get on here and you were like hells yeah sounds fun honestly immediately anytime you need a sub for this show you just hit me up amazing i love it i love it [Laughter] all right let's get into uh the first piece of news for the day uh which i don't know when this happened i think it was sunday the partnership between yugo labs and mtv um snoop dogg and eminem did a performance on mtv and they used their board apes to perform i guess the vmas the video

music awards uh and they did it inside of the other side um metaverse so i don't know if anyone saw it but i have it up on the screen and you can see like there's like a they did a whole song it's four minutes long and it was literally them they smoked some weed some big-ass joint on a couch and all of a sudden they like entered the other side metaverse and they were singing from their like board apes and it i mean the graphics and stuff look pretty legit it looks kind of cool um what are your thoughts here jeff yeah so whenever i see stuff like this my head always goes to like some of the behind the scenes that pulled this together so you've got other side metaverse you've got snoop you've got mtv and i kind of start to think about like

okay the yuga empire that's growing has clearly established a mega relationship with snoop they've got some sort of deal that they've worked out and then you've got mtv and i'm sure snoop really helps that sort of connection into the to the ecosystem obviously eminem is inside of snoop's sort of universe that he's created over the past couple of decades um and so yeah it's like when you think about other side metaverse like well this is the best marketing and advertising you could ever get like as far as just building the other side brand like come on you've got the other side brand nobody's ever heard of it

it's now being associated right it's pulling off of snoop's brand it's pulling off mtv's brand they're clearly targeting a younger generation which is always smart when you're looking at new technology and whatnot so i'm just fascinated by like watching new brands come to life especially this quickly and what this is doing for sort of like building the other side brand uh as well as continuing to build the board ape brand but i think that's like an interesting distinction is you've got the yuga brand you've got the board 8 brand but then you also have the other side brand which is just now starting to come to life and to

me this was like one of those big moments where like other side was put front and center and and is starting to you know get the main stage and we need these big centralized companies to go and make these partnerships with people like snoop dogg and mtv and all this kind of stuff like this is what helps nfts and whatever else these guys are up to go mainstream right yeah this is where you get this stuff in front of i don't know how many people watch the vmas but i would assume tens of millions maybe more i don't i don't know um so i think that's huge why do you think snoop dogg's doing this i'm just curious what do you think like hugo labs is paying him or like where do you think like what's his incentive i know he owns

a board a yacht club but like i don't think that's his incentive is he's trying to drive the value of his nft oh he he's either got some sort of equity stake um you know the the the way a lot of um startup rounds or or like funding rounds are are pulled together there's something called a celebrity round if like that rings a bell and so like it wouldn't be surprising to me if snoop somehow you know got the invitation to be in the celebrity round of that latest uh yuga that massive yuga rays right so now snoop has some skin in the game but that doesn't mean that snoop works for free

right you still have to license his brand and whatnot but when you have that sort of double edged or that double-sided alignment or multi-pronged alignment where you've got equity and you've got sort of the licensing contract you're really going to bring them a lot more to the table my guess is snoop's doing something like that it's very common for you know basically the whole celebrity whether it's musicians rappers athletes um just the whole landscape of like celebrity they've started to realize like no we don't want to just be we don't we don't want the endorsement deal like we want skin in the game we want yeah yeah so i wouldn't be surprised if

he's got some equity in yuga and then he's probably got some sort of licensing spokesperson endorsement contract um and he's just going to work and then you know just as far as snoop goes he's been on the cusp of innovation both culturally and technologically and when you can combine you know being on the forefront culturally and techno technologically you're all you're just gonna take your take yourself to the to the next level and snoop has always done that so he's just a brilliant artist uh cultural type of person but also business person and entrepreneur

unbelievable business person and actually he's also launched his own nfc collection i believe it's a it's a collection of avatars i'm not sure what i think it's in yeah and cryptovoxels or sam sam i wanna say it was sandbox yeah yeah i think it's sandbox so i mean he's obviously incentivized to continue to grow and brand the nft space anyway um and so i think he's got he's coming at it from all angles right totally that's a great that's what you do that's a great point from just a strategy perspective attach yourself to something that's like really legit right and you so he's attaching himself to yuga and other side and board apes so then he

gets that brand halo effect who use marketing terms um he gets that affinity effect now on his brand and then that gives him the credibility to come over here and launch his own businesses and projects on his own and i think the big thing to understand too is like okay maybe you didn't get in on the board of yacht club you don't own one and okay that sucks but it's like we actually should all be rooting for board at yacht club to do well because if they do well that puts nfts on the map it's kind of like when the internet first launched we needed the first you know we needed amazon or whatever the first one was that really took off we needed that because that brought the users to the internet it gave them a reason to actually use it um and so same with web3

right we need people to get wallets and if you know board at yacht club is going to keep launching tokens and do all these things and that's going to get users to actually get familiar with nfts and get wallets like that's great for the space so we should be rooting them on and hoping they they just keep keeping on speaking of that um this is probably one of the biggest things that can happen in web3 right now so we've talked about this a few times and this is meta meta or facebook and instagram which is allowing um allowing you to post digital collectibles is what they're calling it uh it's actually nfts non-fungible tokens but you can just post them to your social feed now it's not to everyone but they've opened it up to a hundred

a hundred countries but it's just select people at the moment it just depends i think they're doing like tests so like if you happen to be part of the subset you get it um if you're not you just you don't see it yet i'm not so i don't see it but thankfully the founder of wallet connect he does so he actually shared some pictures which i have up on the screen basically you just click settings and underneath like where it says your activity your qr code all that stuff there's a spot that just says digital collectibles and you can click on it and you can connect your wallet you can connect coinbase wallet dapper metamask rainbow trust wallet um and boom it connects right in and what the founder of wallet connect said was this is the largest app to date supporting wallet connect protocol and

this would be true of all uh of the other wallets i just listed i don't think you're gonna get any other app that's bigger than these um but this is a big deal uh when it fully gets out to everyone it'll be super cool um i wish i could see it what are your take on this you actually had a lot to say on this weeks ago or months ago maybe when they first announced i'm curious what your thoughts are on on instagram bringing in these nfts now i was i was just i don't have a personal instagram account but i was just logging into the deep ellum denim former former best denim shop now just a an instagram of that maybe me and my buddy will post our latest sort of big advice on uh do not have access to it yet

um so i'm gonna stay on the lookout for that but we cannot underestimate how massive this is i think it's both good and bad um but like it's necessary we're not gonna get around it we can't stop meta and facebook and instagram from being a business and looking at this space and building around it and they're about to take uh basically web 3 to every person with an internet connection so not everybody around the world but everybody with an internet connection which i think is or at least like 70 of people within it with uh with an

internet connection when you combine facebook meta whatsapp it's like two or three billion yeah they get three million i think there's four billion internet users um and just like tangent a little bit like in a few years you'll have elon musk's star link and beaming internet to like literally everybody so like in the next 10 years you know three billion more people are gonna come online like whoa like wait the economy is gonna double in size at least a number of people and then these apps are gonna make their way to them and they'll be like literally their first experience with the internet think

about this first experience with the internet has crypto in it and has wallets like we have to like we always kind of have to remember that us as humans like the older you get the less you want to like experiment with new things and then also when you just form habits the less you want to the less you're open to new things so you've got like basically by the time the rest of the world another three billion people get internet they're gonna get a crypto version a mobile version of the internet and like they're gonna be totally open to it and they're just gonna use it and you know when we talk about like massive

change over time um you know the the emerging markets uh actually adopted mobile much faster than the us because we were so like our primary device was our computers versus in emerging markets their prima primary devices were their mobile phones and so they went full-on mobile much faster and actually have a much more complex and sophisticated uh use of mobile and so we might see that with these emerging markets especially because of the financial needs that they have and the banking needs that they have and so when face i see this move i start to kind of connect

it to all of that and think about how interesting how massive it is you're like yeah why is it called web3 this is web one for us yeah exactly they're like wait i'm interacting with web3 no this is yeah this is the first version of the internet um and so then you sort of start to look at like just where does this go because when we talk about like okay cool facebook instagram they're doing digital collectibles nfts they're basically normalizing this you know their brand being associated with digital collectibles and just this buying pictures and wallets just the idea of like instagram showing you like

a wallet instagram's a very trusted brand and those that still use facebook trust facebook right people that don't use those platforms have a negative opinion obviously but when you start to introduce these native web 3 features and it it like things always need to come through that friend right or that trusted source sometimes that's a friend a lot of the times it's a business right yeah true and so the fact that wallet connect there's so many people you you probably talk to these people everybody who's listening to this has friends you know everybody who's listening to

this is like cutting edge right they're like on the forefront but all of our friends you go ask them about nfts and crypto and it's just like oh scary scary scary scary still scary um but now you have these trusted brands like instagram and facebook at least to the people that use them starting to show you hey here's a wallet here's a digital collectible buy this unlock this gain access to this that tr that uh what that's going to do for crypto and web 3 at large is just insane yeah completely agree now i know you

also have there's some bad to it and this is in terms of just you know they can rug pull you at any time they control the data et cetera et cetera et cetera i don't want to get too far into that just for the sake of time so we actually have the contrast to this um stani who's the founder of um of ave and also lens protocol he just posted out and said you know the stack of building composable decentralized social so if we wanna i don't wanna say fight against facebook and instagram but maybe we do and we wanna build our own it's in the works it's somewhat possible i wouldn't say that we are anywhere close to actually being able to compete at the level of facebook and instagram but we have lens protocol for publishing and connections right this is sort of

your like foundational layer um where you have your profile which is in the form of an nft all your posts in the form of nft and they can have apps built on top of that so you can have your instagram your youtube your twitter and everything built on top of lens protocol you have graph protocol for indexing data you have sapana for your search i guess that's like your google you have jpeg for curation lit protocol for token gated content so now there's actually new features that instagram and those don't even have uh and then the big problem with web3 right now which is we don't really have a way to communicate um well xmtp i guess is one of them but that's for direct messages as well so we're starting to build the applications that are needed to have our own social platform that isn't

owned by mark zuckerberg anymore um and what's cool is they can be a bunch of different companies all building different components of it and they all are composable and decentralized and work together and so that to me is really really cool do you think that this ends up taking over facebook and instagram in that one day or do you think there's just no chance i'm curious absolutely 100 will not take over instagram and facebook um will this be successful 100 this will all we're going to live in a parallel world one of the things that with this whole notion of web 2 to web 3 is like it's an upgrade but it's not the same as as like oh we're going to like

totally deprecate web 2 anytime soon right and you can just go out go throughout history where like it takes decades for the new thing to totally replace the old thing and then also like and that's just on like like a fundamental like product level but on a brand level brands can start to transition over time into new spaces so like you take a look at new york times old print publishing you know social media came around digital came around yeah newspaper is dead but they've very much made the transition and the new york times is thriving their business is

really good they're kind of setting a gold standard and then you see time magazine really adopting web three um and so yeah i think that and also i think we need some centralized services i'm not sort of like a decentralized maxi i think like you have to have certain centralized services like you know it's kind of like i kind of like boil it down to like i want to live in a city that's like has sort of this like this decentralized ethos um or a country that kind of has that where you have these rules but you have autonomy and all of that but i don't want my house to be decentralized like i want my pulse to be

highly centralized right and i want certain aspects that of like community that i'm in like these smaller pockets i want them to be um and then really what i want is choice and i think having choice is good and i think that the highly centralized platforms of the world will do certain things that and can accomplish certain things that the centralized side of the world can never accomplish or that the decentralized can never so i think what we'll start to see is we'll start to see like okay if you're going down the decentralized path then you're able to solve certain kinds of problems better than the centralized

version and then if you're if you choose a centralized strategy then you're going to be able to solve certain types of problems better um and really like i look at centralized versus decentralized as strategy pass and like okay based off of what we're trying to achieve which strategy do we want to deploy and then go with that route like one of the biggest reasons for decentralization is sort of not being able to have just authority come in and like crack down on you well live at risk yeah yeah exactly but if you're not really worried about that like maybe you don't need that feature in your

in your strategy so i'm super excited about what uh this post uh has shared um it's gonna open up a whole new world of possibility and interaction and engagement i can tell you 90 of my time is gonna be spent in this world um but like the the met is gonna be facebook twitter all of that is gonna be super successful in in their own right the reason i think that this stuff the the decentralized versions and the composable stuff is going to be successful is because the people who are creating the content they they are the ones that want to earn money and you can't i mean you can do it on facebook and stuff but the face facebook has like 100 take rate you have to then create

products and things to monetize whereas your content can be monetized on things like lens protocol and so the content creators are going to go here because they're treated best here and when the good content creators go here well the people who don't create content but they view good content they're going to go follow them over there because they want to see what their favorite content creators is creating right so i just think the incentives are aligned over here on this side and what that does to instagram i don't know they'll adapt i'm sure and they'll figure it out uh maybe one day instagram deploys on top of lens protocol that would be like day that happens i'm just gonna i'm gonna bow to stony for sure if that ever happens yeah it's awesome i'm super pumped for this absolutely okay kingship so this is uh

something going on here in the world of nfts uh board of yacht clubs again of course they're everywhere um this is m m's you know those tasty little chocolates that we all love um they have launched i don't even know what they've launched what is kingship why don't you tell me what this is jeff if you even know yeah so what's fascinating to me about headlines like this is again it kind of goes back to the trusted brands that people know the in the reach of these brands so before we get into sort of like board ape and m ms and kingship like let's just first talk about the reach that m ms have you can basically walk into any grocery store in any convenience store

or any checkout aisle and you're going to have m ms so the brand reach of m ms is just huge right they're not all over the internet per se but you can't get away from them across these convenience stores and grocery stores and check out aisles and all of that stuff and so now i don't think that this partnership where they're slapping you know it this is very simple license some board apes put them on packaging not kind of rocket science that's not like the super interesting thing you know strategy wise why is m m's trying to do this brands that are like you know it's like

any type of beverage or candy or anything like that like you've got to stay relevant you've got to stay fresh and so that's why they're doing stuff like this how do you associate m m's with the most relevant thing therefore m ms is relevant and fresh right well and they know there's people talking about board clubs right now and it's like right now we are i have an eminem's website up on my screen right when in the world would i ever be doing that broadcasting m ms i would never examine because they have bought at yacht club right and if you as a marketer like and as a brand some of the hardest people to reach are people who are on the cutting edge right we don't we don't consume traditional media at

the rate that like you know 50 60 year old aunt and uncle do right yeah so yeah exactly we're in these weird places like we're listening to these niche podcasts and we're hanging out in discord how do you reach us how do you talk to us as a brand you can't like this is the type of of strategy though that's like oh wow every this is earned media everybody watching this you and i like boom eminem's next time i see eminem's i'm gonna be a little happier about their brand because yeah i'm like m ms you get me you're paying attention to what i care about

and you know what give me some m m's peanut m m for sure especially peanut m ms when i met the movie uh because they go really well with popcorn which goes really well with the dr pepper so we'll just leave that there um are you shilling your old clients yeah um so when you kind of unpack stuff like this it's like this is massive like this brand is trying to be relevant they're trying to reach people that they can't reach through traditional means i either doing that here but then as if they want to scale this and reach hundreds of millions of people they actually have the platform and the

distribution to do this so this is just like the early stages and then don't forget who is m m's owned by pop quiz who owns m m's that's a great question i have no idea kellogg's is my guess nestle you're gonna you're gonna go og mars really mars this is mars owned by mars inc okay so mars kind of is obviously a a candy itself but mars inc is also a big massive like holding company of all of these brands right and so you just kind of connect those dots and you go oh m m's is part of this huge empire of of candy brands similar

to you know kellogg the types of empires that you know kela actually i think kellogg is owned by png or procter and gaming remember well it's a big conglomerate the whole food industry is a big massive conglomerate exactly and so what we're seeing here though is m ms is not m ms as a standalone brand m ms is part of a massive massive machine that reaches a billion people in a different way than media does so this is big good call mario's right there on the uh on the footer well done cool good on you i mean and we made we may or may not have the people who

launched that in jumps discord oh there you go little alpha for you the jump discord has anybody who's anybody is in there um so if you ever get a chance to get in there get in because it's it's legit um the walking dead i actually never watched the walking dead did you ever watch it i was super into the first couple of seasons and then i don't know why i fell off i i fell off but there was there was a few seasons i was pretty glued in yeah okay so the walking i mean it's pretty big it's pretty popular i know a lot of people that are watching it uh or we're watching anyway and they have launched a blockchain game uh on uh is it on top of gala games or gala games is

the one who kind of helped them launch it um what do you know about this game looks like there's some guns here which i'm assuming are nfts if i click on them um i don't know for sure but that's just my assumption yeah yeah i mean again this kind of goes back i thought this was an interesting roll out because when you looked at um we're not showing it here but just to describe it when you look at the walking dead tweet about this nothing is mentioned about nfts nothing is mentioned about digital collectibles or blockchain or crypto or anything of that nature it was just like we've launched a cool game go check it out right um and then when you go to uh like

gala it actually might be interesting to go to like uh gala's like home page and there um scroll down to the bottom and we can take a look at their about section yeah about us down there and then like even when you if you look at gala's homepage you don't see a lot about crypto or blockchain or nfts you kind of have to dig into their about page and then you start to see like oh this is very much a blockchain and crypto based company uh obviously in the gaming category and so to see them partnering and starting to roll this out is big not so i mean this is

uh th this is just this is not surprising it i mean it is surprising but it's also not surprising um it's surprising from from the standpoint of um you know we're seeing some of the first applications in a different way to talk about gaming and blurring the lines between tv games and crypto right like headed towards this future where we're like the entertainment brand like if you want to build an entertainment brand you've got to build build basically like appointment viewing

uh experiences like movies and hour long episodic content right that's not going anywhere at a certain point in the day i want to sit down with my fiance and i don't want to work i don't want to think i just want to sit there for an hour and be entertained like that experience isn't going anywhere but you're going to have to extend that into these other applications like video games these augmented reality experiences and it's all about immersion and being able to take people deeper and deeper and deeper and deeper and some people will play at all levels some people will only play at sort of these certain uh uh like at the

appointment viewing or the game or like the ar vr immersion right it's all it you have to have this all-encompassing sort of immersion strategy to build a true sort of um entertainment brand like the walking dead and so the the sentence here i have highlighted they start off their about us is we believe the blockchain should be invisible in our games and i absolutely love that because this is where it's all going right we've talked about the d5 mode all the time in the financial space where fintech will be the front and then it'll be the you know the uniswaps and the obvious and stuff in the back we won't actually like interact with these protocols like we do today this is going to be true i mean you see with instagram facebook right they're calling it digital collectibles

yes you gotta connect to wallet but that's about it otherwise you stay in the instagram app yet you're interacting and using nfts but it's all inside that app and i think all blocks like the the battles that everyone has today in the space of like which blockchain's the best and which token and this and that it's like none of that's going to matter in a few years now that's all going to be hidden we're all just going to use normal games normal movies music etc and all this stuff is just going to be underneath of it all and it's going to be powering it and powering the ownership capabilities of it which is amazing but we're not going to be interacting with like protocols in the blockchain like we heard today there's just absolutely no way but yeah then and when you think about like which of these protocols and games

and all this are going to win they're going to get they're going to understand two things they're going to understand that to the masses they need to like really tone down what they're talking about in terms of like you know all of this lingo and you make something hard for the masses to understand they're gonna like be scared and and move on right people don't like to be wrong and they don't like to be scared and so they're just gonna move on so you've got to be able to execute and talk to peop the masses like that but then on the other side you've got to be able to basically talk to your influencers which are your early adopters the point two percent of people this applies to every market

and every product in every category of adoption curves and influence and there's the two percent that influences the rest right the early majority the mass market like there's that classic bell curve of adoption and so these these brands like gala games they're going to have a completely different strategy but it's going to be way toned down way more covert where they're influencing the influencers right while also having this mass market strategy 100 i just wrote an article on how to explain web3 to your mom it literally started off if you're saying the words decentralization or node or blockchain or any of this stuff then they're they're already lost right yeah none of those words should be involved when you

try to explain what web 3 is or if you work in the space what you're trying to do um none of that should be mentioned ever all right let's move along we've got a few more left and then we're going to dive into jump but before we do that we have some opportunities for the listeners um impact digital marketing which is my uh mine and jay's agency which works with some of the top crypto and web3 uh media platforms in the space we're hiring and we're actually doing a lot of hiring um we're hiring three positions so we are looking for a content slash copywriter so if you are a wordsmith there is a job application job description and then an application inside the show notes of this podcast so if you're a wordsmith we want you we need you and if you love web3 that's a

requirement so make sure um to go apply if you're one of them a lead gen specialist so this is an ads person so if you are familiar and experienced with ads on instagram facebook tick tock you know youtube google everything whatever else wherever they run ads um we want you uh again we need you to be interested in web3 and crypto um so if you are that please apply we would love to have you and finally the most important piece of content on the internet today video we needed a video editor uh and so we're looking for someone to edit long form short form whatever we need lots of video being edited so if that is you um again the job description will be in um

in the show notes and this is for web feature academy but it's also for some of our clients which again are across the crypto web through space so you need to be knowledgeable in web 3 or at least passionate and willing to learn right you don't have to know it all of course as long as you're willing to learn then then we're all in we're fully remote by the way so it doesn't matter where you are you can be anywhere in the world um we're more than happy to bring on people from all over um so yeah hopefully you guys will apply and thank you um okay so let's get into some other news here we have andrew saunders which um is the former uh what is he exactly he worked at amazon and he's the former head of the branding department i believe head of global

branding head of the global brand marketing effort and team yeah at amazon he has now moved over uh and leaving that role to be the first cmo of arbitrary so we talk about arbitram all the time which is a layer 2 scaling solution built on top of ethereum they now have a cmo and that cmo is a good one and he's coming all the way from the web 2 world over at amazon so that is really cool what i also found was really cool i saw this tweet today is that he's also officially a member of jump uh and so he says jumper's tweeting see you in the air and he puts the parachute emoji um so that's cool like we said anyone who's anyone is inside of jump uh anything you want to add to this

jeff yeah i you know i just get really excited about seeing transitions like this and seeing people that are in these prominent positions that are doing quite well for themselves like amazon's not going anywhere amazon's going to be an incredible company for another 10 or 20 years and then you have or i mean even longer right like amazon's just gonna be a part of our lives for the the rest of our lives um and to see leaders like this basically exit what are really great opportunities it's easy to be like when you're in web 3 full time to be like oh wait like of course like web 3's

the future that's that's where it is hey when you're inside of top 5 market cap company and you're a leader life is good and life the kush um so the fact that like he's leaving and going on this adventure it definitely says a lot about like the type of personality it's someone that really wants an adventure and wants to be challenged in ways that like amazon just quite frankly will will never be able to to really challenge you um so i'm really excited about this you know one of the things that always got me excited about web 3 and what's going on is i was always like when the internet was getting going i was middle school and

high school like i really had no idea like what was really happening and didn't understand business at all well when i finally get into my professional career i'm super like jealous of this crazy innovative time that happened and even though i was a part of the rise of social and mobile that was not as impactful and mind-blowing and changing as the internet era was and so the web 3 era though is in fact i think it's almost more mind-blowing and hard to wrap your head around than uh than than the internet or at least on par right and they're the same and so when you see like this like cmo of arbitrom right arbitron's

powering reddit's community points uh like system so arbitron's gonna be probably a player in the space for a really long time um and a household name from like the b2b layer the behind the scenes layer right and you know the cmo of a web 3 blockchain like this is like you've never had this type of cmo before if you kind of look at the eras of cmos you've got your basically like your your physical good cmos like the madman era right building all these like household names procter and gamble like that whole kind of era then you have the rise of the technology cmo which is like ibm apple

microsoft all through like the 70s 80s and 90s and that was a new type of cmo like how do you market technology that's weird and then in the 90s you have the internet cmo like how do you market and brand this thing that has no physical element right that's just little pixels um like what is what does that mean and how do you effectively do that and now we have the web 3 cmo which is a whole new beast and so you know andrew here is charting new territory as building a brand for arbitrom and what that means and it's very similar to that like rise of like sort of the tech cmo and the internet

cmo this is a whole new sort of ball of wax to tackle it's funny that this is arbitrary's first cmo i'm pretty sure arbitrary was like valued over in the billions at this point i'm pretty sure yeah and they didn't have a cmo like only web three right they didn't even need it but i love it um and i mean every week i feel like we have an announcement of someone who's at you know a fortune 500 company that's leaving and heading to some sort of web 3 company um so it's just great to see absolutely love it um okay our last take for uh this episode before we dive into jump is just something that is making its way around the uh the twitterverse uh so any of the

listeners that aren't on twitter i think it was yesterday or two days ago a picture of vitalik came out um with uh a lovely lady uh and um i don't know where they are they're at a conference i believe or something but anyway it's this picture of italic i don't know what's going on but he's just standing there and he looks like he has just a massive hard-on that's it like that's that's basically what this picture is and it just made its way around twitter and the meetings that came out of this were hilarious it's clearly photoshopped if you're not you know if you're just listening audio like someone basically was like oh we're going to have like a lot of fun we're going to photoshop this this like photo of vitalik and do something that's

like kind of like rather embarrassing and kind of like making fun of him but like vitalik he's so good at running with this and responding to this and yeah now his tweet that we've got pulled up here his response to that photo of basically someone photoshopping you know a hard-on in in his pants he says i was thinking of the ethereum merge right what a legend what a legend like this is elon musk style like social media er like you know tim cook could never do this or wouldn't right the ceo of microsoft to see like

you got to be a certain type of brand and a certain type of person to pull this stuff off but it's brilliant marketing i just looked this is a fake metallic account oh i love it i love it better that's amazing that's why we were searching for on metallics and we could not get it but um anyway just so funny the memes going around christmas twitter right now we believe this all day because i saw this yesterday too and i was like no way good job metallic damn it's apparent i mean it even says parody in his name it even says parody and like yeah we we like totally just like oh that's vitalik but the amount of jokes of going long on

eth uh as a result of this picture on twitter were just so funny it literally affected the price of eth which is just oh it was right under yeah right all right so that's a wrap of the news we're gonna keep the news bit a little bit short because i really want to jump into what is some of the best news in my opinion and this actually goes along with our nft of the month um and so for those who are watching they can already see what this is going to be um but for those who are listening you might not know but the nft of the month is actually jump so jump has just started releasing uh nft's i think you're on batch two the second yep second one yeah um and so i'm gonna let i'm gonna let jeff get into explaining kind of what they're

doing here um but i all i want to say from kind of an outside point of view is the way that jump has managed this um has been incredible to watch they i've been watching this for a while now and they've really just focused on building community before anything um and the amount of effort that jeff he talks a lot about on our original podcast we did months ago of just like no automation in this in this community it was full on like one-on-one calls every step of the way just bringing on people who are in marketing and advertising etc just trying to get to know them trying to understand what they want and just building a a community around that right and a learning experience around that and that has just formed into so many things they

have a newsletter i believe you guys have podcasts you guys have events yes there's so many things like i said everywhere i go there's people saying oh yeah i'm part of jump on part of jump it's become like a household brand in web3 and and they did all this without a token they had a value list token for a while but they were just playing around with it using tip features and discord and that um and uh and finally they were like hey let's make something of this and this is basically now like a membership and they're doing it via nfts um why don't you walk us through kind of um your story here on this and sort of how you guys are launching this nfc because i think it's pretty incredible awesome yeah i i i this is my favorite subject right here live and breathe like wake up thinking

about jump and the community and what i can do for the community and all the conversations um but so there's a high level strategy that we have um that we've had from day one i think everybody should have this should just be strategy number one communities launch tokens tokens don't launch communities that's just been a line that has come from day one so because of that sort of uh starting point we've always gone down the path of just build community first right and the thought of like again it kind of goes back to these everything in web3 are just tools right the nft isn't the strategy the nft

is just a tool um and so if we and we've had the existence of communities for a long time without nfts right but crypto in web 3 gives those communities new super powers um and i'm not saying like you couldn't launch a token first and then build community totally possible but yeah our approach was basically like we're going to uh build community first and then launch and it also is just like we're trying to learn together and we're trying to grow together um and we're trying to teach by by doing and

experiencing so you know we spent spent the better part of a year and a half building community really gelled as a community and honestly didn't need a token to be a community but when you have an nft you can do things that you can't do before so going back to your tweet earlier about the decentralized social stack there are things like if we don't have a community nft or some sort of token that links us i like to think of nfts as a social graph right sometimes they're treated as art sometimes a pfp whatever but in our case the the main thing is this nft is a social graph and in order for us to start to

play more in a sophisticated way across the web3 ecosystem and experiment we need a token so so it is fundamental to like where where we want to grow but in order to launch it and build it we've deployed a totally different strategy so most strategies are let's try to mint out in one day one day and if it doesn't mint out the project actually falls totally flat and even some that do mint out is fall fall flat right and when you look at 99 of nfts 99.9 that were ever launched they don't sell out on day one so it's actually a really

bad idea to try to go sell out of nfts on day one because the odds are so stacked against you that you're actually gonna do it so what's better though is to design sort of a way to roll out an nft so that's what we're doing and that's what we're pioneering and i think as marketers and as brand builders we are bringing a different flavor to how do you bring an nft to life and a web 3 brand to life that is powered by all this and we're doing it through a series of what we're calling mint windows and onboarding and so you're on boarding into sky club and when you onboard into sky club

that means you're basically in the tokenized community within the jump ecosystem um because not everything within you know jump is going to be tokenized or fully web3 but the sky club certainly is and so we seeded we basically said everybody who's been a part of the community before this date has a certain role in discord and keep in mind one year ago the web3 space did not have the tools to execute this strategy and so in a year from now there's going to be a whole other set of tool kits and ways to think about it which is really awesome but when we started on this journey this toolkit did not exist

um so we're basically using a stack of discord free mint this our dow exchange invitation bot and the way our smart contract is constructed to execute this strategy so it's not a one tool sort of can pull it all together you kind of have to have this stack and then you have to have sort of the community buy-in and the participation and all that to to really pull it off because without the community aspect this strategy does not even exist and so we basically ceded the sky club nft uh to our community who is already uh in jump

really you know kept it pretty low key and only posted stuff about it in our discord announcements channel so you had to be paying attention to even see it so we didn't have like oh we gotta mint this crazy amount it's more like no no no we actually are okay with small meant numbers uh no hype no speculators like no no the community is the ones that are holding the nft i love that that's actually i'm glad you brought up the no hype in this bit and no speculation because we designed the whole strategy to actually make it so that if you want to speculate on the nft you're going to look at this and go absolutely not like if you're a trader or anything like that you're gonna say

hell no does that mean that this nft can't uh accrue value and that the part because that's a big thing about uh community sort of uh web three in community is that like value flows to those who create the value right and so you know the the long term strategy is that hey this nft means something there is a limited supply we've built in uh the ability to increase uh in with in at the end of three years we can increase annually um but overall there is still a pretty like a scarcity aspect to uh the sky club token because when you think about how many marketers

there are in the world 10 million easy they're going to be obsessed with this stuff there's there's going to be less than 20 000 nfts for like the foreseeable like next decade uh but when you think about the power of like a 10 to 20 000 person network that's really a community that's global man we can get some stuff done so that's the launch sky club nft we're rolling it out through a series of mint windows and as as members meant they are able to invite a friend to the next mint window so the nft holdership base is 90 of nfts

are dictated by of who holds it is dictated by the community right um that's how that's how we'll grow i don't know how many mint windows it will take to to mint out the full supply but it's very interesting that of the people who meant it in the first mint window no one listed for sale on secondary so that's a hundred that's a great metric that is an incredible metric to look at i love that well one person listed for sale but it was 300 east so that doesn't like really count um but yeah it's just kind of it shows that like the community values what this means it values the mission it's bought

in for the long term um and what is the sky club can you give a breakdown or do we know what that's going to be yet or is it more like hey we're going to all join this together and then we're going to build out whatever the sky club actually means yeah it's it's more the ladder of that okay so when you kind of think about like basically the brand ecosystem that is parachute jump and now sky club think of those as different brands that play different roles and they're actually on a spectrum of decentralization with parachute being the most centralized aspect it's where taxes are paid and health care is held and insurance when we rent a venue is held like by that entity right very

centralized but serves a different purpose jump much more of a decentralized community but then it has aspects to it that are more centralized like the email like i write that email i curate it or or i produce it right but it's curated by the entire community so you have this like basically this like centralized team that produces the website creates the website you know sends out content kind of does this stuff but then the community is very just decentralized very decentralized community and now when you introduce this token as sky club and you have a group of token holders

when people start to really wrap your head around what you can do uh how you can build off of a community off of a tokenized community that's like actually a community like i think people are gonna like members of the community and those outside of the community are once they once we all really understand what you can do you're going to go oh look there's this massive worldwide network of really smart marketing and advertising people that span traditional brands mega agencies web3 startups they all hold this token so i can see all of them on the blockchain

how do you go and engage and build around that and that's where like if you truly have a community and a and it's tokenized that's where like you get more of your true dow like behavior that's truly decentralized and truly autonomous um and so that's the sky club ecosystem is largely going to be built by the members with that said parachute right like i'm going to spend so much time thinking about how do i build in and around this sky club holder group but the reality is

anybody can build in and around it right whether you hold the token or not you can build in and around it and you can interact with it and so parachute and jump are gonna work with sky club and sky club holders but anyone that holds the token or doesn't can build in and around it as well so like how that ecosystem is actually going to play out will depend on the ecosystem right but i will hopefully be you know a participant in it as a big contributor absolutely i love it it's just a big talent pool of big brains that are marketers advertisers etc that are all linked together via some social via

social token right yeah and the power of that is just massive i have a question for you we use the word community all the time and everyone's like i'm building a community in web 3 building community web 3. what does that actually mean do you have a definition of community and like what does that really look like when you're building a community like one what does it mean and like what is the result of that like how do you know you're like oh i have a good community like what is that can you can you just tell me the uh walk me through that a little bit and we're sort of short for time so like this probably needs to be its own interview at some point i think we're gonna have to get you onto an actual full podcast uh but give me the kohl's notes on that if you

can yeah yeah um it's a that's a big question i look at it as a community as a group of shared values and shared mission and when you have those two things you you have a community um and you know we are a part of a lot of communities i'm a part of obviously the junk community but you and i are both a part of the web 3 community at large we're probably both like we like ethereum a lot so we're both a part of the ethereum community and so like when you start to think of those like kind of layers and then there's all other types of communities i was a part of the denim community i was a part of the skydiving

community i'm a part of the agency and marketing world at large you and i are both in the marketing community at large and then we have all of these pockets so like tactically trying to describe community is tough and that's why i take it up to like shared mission shared values shared beliefs shared interests and when you start to share those things you have a community and then what happens when those people come together they make stuff they do stuff and right you don't really know what they're going to make or do so if you can bring that shared mission values

and purpose and all that together you have community and then when you truly have community interesting things start to happen i love it we have the same thing as is with this podcast i mean we started we had a discord and we just started saying hey everyone come in the discord we'll figure out what to do with it and just join in and let's let's start playing around with building community and uh and all of a sudden we just have all these people from around the world that are communicating and chatting every day and we're doing all these events and bringing all these people and it's just like it is pretty amazing to see it kind of all unfold and come together the community launched a token and so now we're forming this dow and um and it's just like it's this whole just like you

said it's not us who did it it's just sort of like a shared mission shared ideas everyone's having fun together and it's like let's just build some things together let's experiment together um and it's it's absolutely amazing i love it um okay so let's wrap up here a little bit jeff first of all i just want to say thank you so much for filling in for jay joining us here and sharing your insights on the on the hot news of the last week um before we close out why don't you just give us a quick little like if anyone wants to get involved and jump because we do have some marketers and advertisers and stuff as well that are listening to web3 academy how do they get in can they get a sky club nft where do they join jump um what can they do here so there there's a

couple layers of of participation and ways to engage if you want to just sort of be in and around keep up to date jumpcommunity.xyz is when you go there and you basically create an account on the website you unlock the news feed so basically you're gonna get a curated list of all the best stuff being shared and talked about in jump and then you'll also get the latest jump news and so that's a that's a great way to just sort of keep up to date and uh participate if you want to go deeper once you create an account there's a sky club page click on that sky club page read the first paragraph and there's an

application to join one of the next mint windows and so if you don't know a friend who can invite you in right if you don't know a current sky club holder that can invite you in apply there and current sky club holders uh will have the option to uh basically invite you right and you know this is really one way to think about the the building of uh jump is it's not too it's in a way it's kind of like building a company right like if you're building a company you don't just let everybody who wants to be a part of apple just walk into apple and

set up a computer and start like hanging out and working like you just don't do that and so like the junk community and sky club holders right now is somewhere in between this like more permissionless like member owned and controlled and like this kind of this kind of company versus like this just like free-for-all of like here's an nft and whoever wants to like access it can access it so we do have those basically invitation through a friend or an application process and when you feel that's how you build good community though right like is by cultivating the right people who

said share the same mission say the same values things like that if you just throw it out to everyone that's in i don't know at some concert there's 20 000 people not everyone wants to be in the same community together you know it's got to be the right people and so it's a good vibe that way yeah yeah so that that's it that that's that's that's the gist here's the alpha i'm minting on this second round because i just didn't do it in time for the first one and so that means i'm going to have one friend that i can invite uh so dm me we we might we have the option to increase from one invite to two invites we did one invite for this first round because we wanted to make sure the tool kit worked properly yeah and we've ironed out all the issues which we did

have some issues to start possibility we might increase it to two next time all right well hopefully i have two friends [Laughter] listeners we're gonna wrap up here but listeners if you can do me a quick favor go click follow or subscribe on apple podcast spotify youtube turns out that the algorithms for apple podcast and spotify all they care about is if you follow or you subscribe that's the thing that matters the most so go do that uh if you're already subscribed or following on spotify go do it on apple podcast too do it on youtube too if you like whatever uh that would just be amazing for us uh web3 academy communities listening big shout out to jeff kaufman for joining us

you can follow him on twitter too at jeff kaufman k-a-u-f-f-m-a-n junior j j r sorry not actually junior just jr uh the link will be in the show notes anyway give a follow on twitter he's always tweeting the best stuff going on in web3 and as you can tell from this episode he's a bright bright mind and he's i don't know do you think about anything other than web3 in marketing i feel like this can be all you think about maybe denim every once in a while i am looking for my next pair of jeans uh yeah um no that that's pretty much all all i think about that and my dog and my beyonce i was gonna say i just i just smashed the subscribe button my man in um

all right thank you listeners and everyone have a wonderful wonderful day thank you for listening to web3 academy we hope this helps you along your web 3 journey if it does please share this episode and subscribe so you don't miss the next one by the way if you have yet to join the discord community you are missing out this is where all the magic happens this is where we learn where we ask questions where we network uh you want to be in there the link to join is in the description below and finally a quick disclaimer nothing in this podcast was financial advice crypto and web3 can be risky you can literally lose it all in fact if you invest on account of what we say you probably will lose it all so don't do that in all honesty the point of this podcast is to remove the noise

of markets in price and focus on utility implementation anyway so you should not take any of this as financial advice thank you friends and see you in the next one