So 2022 strategy yeah, so um, we've uh i've been trying to explain and introduce the idea of nfts yes to katie um. I would say that she does not know much about it. So i think, if you can provide that insight for that, i think that'd be super helpful, because you're aware of what's happening with it like it's that it's kind of happening yeah, i've heard a lot about it. Just don't know the the biggest reason that it's hard to understand is it's built on the blockchain, not the internet, and so like that in itself is what just like everyone struggled with the internet.

Long before you were born um and everyone was like what the like, what did you mean the internet like? What do you mean buying stuff, like all the stuff that we went through um? Most people don't understand the concept of owning something digitally like you. Couldn't do that on the internet and now you can and it can be proved and you can't right click it and save it in all the jokes that people make and it will happen, and so, but what's interesting about it is every nft is actually has the Ability to also be a contract by nature. It's a contract. I own this.

This is mine, but you can do more things on it. So, for example, influencers i think are going to really create collectibles and pieces of art that also underneath in the contract, have access. Whether virtually or in person, so all of a sudden, the cliche meet and greet that used to have a price point or autograph, or things of that nature can now be sold as an nft to even be the pass instead of a qr code or a bracelet Or an email confirmation, but what's different, is okay cool. So now you make you do an appearance and the tickets are in nft where it gets.

Crazy is okay, so that happens and sure somebody gon na pay. You 20 for a confirmation, email with a qr code or be on the list or they buy a 20 nft and then they connect and they prove that it's them and they come in. It's what happens after the fact. After the fact that ticket is a digital trading card, so if somebody then sells that for 50 bucks or a thousand dollars or a dollar or a million dollars, you as the issuer of the nft, are getting a royalty okay.

So what nfts does is puts everybody? Basically, into the music business, where they get royalties, except the economics for the human are so much greater than they were when somebody would sign a record deal you're getting all of it or the majority of it instead of a small sliver of it. So the think of the nft less as a piece of art or a collectible, because you may not want your space on a collectible like i, you could want it, you might not want it. Both are fine, it's more of what is it trigger? It can represent something else and that's the biggest economics to an influencer. I mean the the you in seven years, like exploding in a year.

Nft infrastructure is going to make spotlight and brand deals, look amateur hour financially as a business other than you know, being a model and a comedian early instagram was a better advantage than being a a publisher. Being a writer on blogging was better than a tv personality type was better on youtube on twitter, quick wit or short. Communicator was better. You know.

Vine was like super micro comedian like every time. There's a platform there's almost like a different skill set required with nfts. The influencer has to be incredibly focused on bringing value forever to the community around that nft, which is a huge challenge, because most influencers are transactional. Um and there's a lot more business strategy to launching a successful nft project.

But the economics are dramatically more interesting than anything else that an influencer can do so thinking about like what is it like and then reverse engineering, the human being yeah you may love. I love the idea of getting on zoom with a hundred of my fans and doing q a for an hour, but i don't think that makes me nice or special when another personality doesn't because they may be more introverted or their creative process is different or that Might be too draining or too chaotic, there is no wrong or right there's just what are you and then reverse engineering in project form right like it might be scary for you to do physical, meet and greets right, as a younger woman like like that, i won't Think about that's, okay, that's just the reality of, but you may love cooking and you want to go into that realm and you decide your nft project's around that and that gives everybody access to the virtual cooking with you. So it's an avenue for expansion outside of what you represent today for nft forum as well. So that's another thing to think about: okay, yeah, i think that's definitely.

My main goal is: what's next and going above and beyond what i'm doing now and if nfts are going to be the next big thing then like we always want to be. First like we were with youtube, we were with instagram reels. We were with snapchat. So what's next and i think being one of few versus one of many is like what i focus on.

I think that's right, and i think that not being crippled you know being first is all relative to right, like how you two defined being first on those platforms like we were in the beta on that yeah and saw who was there so, like you know, like I think someone can consider themselves first if they jump on youtube shorts. Today, it's just still early right. You know, so you know, i think, um. I think you know i had a million followers on musically before it was tick, tock yeah.

So like what is first, i think, is a great mentality, but remember that the two of you are the subjective, judge and jury on whether you were first or not, yeah nfts are you first i mean there's a drillion projects out there, but 99 of the world. Doesn't know yet yeah, so you can be first, i think, forget about first a little bit, even though it's so much of the identity like that to me is a good strategy more than i think the two of you should think of it as an identity, because, What's going to really matter is best for community right, it's great to always be plus i it's my career yeah, but but i wasn't first on instagram because it was too much about photography for the first two years and then i got busy with vaynermedia. But when i decided to get serious about instagram seven years in six years, in whatever the math is, i did it better, and so i was able to still be majorly successful. I think um don't underestimate that aspect of it as your identity gets formed on it and then really really think about best for community like what's in it for them right connecting with yeah, like literally every single thing you do like forget about even like that kind Of like the cliche like forget about like that sentence, like truly the mentality of like, why is this good for them and they could be the lightest weight mundane thing because they think i'm pretty smart.

This is access to the sidelines. It can be anything, but if you always think about that, you've got real chance for longevity. We are finding very unique on youtube in particular, with shorts. Is that um? It is converting um definitively to subscribers, of course, uh which, which uh, when we first started to activate on shorts, um, not to say that i'm 100 surprised with it.

But it was great to see that it wasn't just views but that those that were watching were going out of their way to click the subscribe button, which i think uh. You always hope for that. But sometimes you don't see that sometimes you see the views, but you don't see those that's because youtube is built on decades. Now, at this point of subscriber dna, even more so for tick tick-tock, the concept of following an account is much more foreign, because your ford, you is doing it for you.

It's like act literally doing it for you. So, as you know, you and your contemporaries are just not as fast, even if they think something's awesome to be like. Oh i'm going to follow this person even less than instagram or twitter, because the 4u is doing the work, whereas in youtube culture. The psychology of that same kid is, i like this, this room, this game, this world is so built on subscribe.

You've got 2000. You've got 16 years of almost every crater on the platform. Yelling subscribe in video form in their long form, which has created the subconscious. Behavior, would you see why you're seeing such a high conversion rate to subscribe on youtube, shorts, yeah and also the discovery? Is there too, which um you know? Katie first started to create her short form content.

This is february march um. There was not a lot of shortfall content on there, that's right, so you're able to uh to some degree be early. It's always the same. That is always gon na, be the same game strategy.

Yes right, it's real estate, if something's meant to become manhattan, it was a good idea to buy a plan yeah different for nfts, though, because that's really distribution and just when i think about nfts and like when you say kind of being the first of it. It does get getting energies, i don't think, brings necessarily more awareness like no, but no, but but like sort of interrupt, but in the macro like gronk and mahomes and aoki, like did better with their nft projects by doing february march. First always has some value um and in in social media world, to your point, a lot of value, because you gather audience that tends to stay right. Nft life can be very long term.

If you think about doing things that are for the long term. The problem is, most influencers are looking most humans are looking at it as transactional, i'm selling, something which is the mindset of influencer most. The reality is most influencers, make their money on brand deals and those are transactional behaviors. Today, i'm going to talk about this coffee right right, whereas if you're gon na do an nft project, the great fear is people spend 800 bucks for something, and then it's not a priority for you to see it through and it goes down in value or it Doesn't provide them value and that's bad when i decided to do re-friends, it was like i'm doing this for the rest of my life.

Otherwise people are going to lose that's very different than just being on the receiving end of them. Losing in branded content for him is oh, i don't want to see her ad. I swipe not i'm paying 900 bucks for a token right makes sense. Um, i don't care, you want to speak to look it's interesting that you say brand deals only because the way that we approach it is i'm not going to say it's unique, but it is a little bit different, um yeah i mean between spotlights between spotlight and What's going on on youtube, i get that that it evolves differently, plus your own business ecosystem.

I know that you're deep with you know because, like you're deep in her business and like there's a lot of ways to it's, just the masses think that way. But even if even you know, even if you think about it, there's an ad land where you're getting it from snap or youtube, or if you decided to go into product and merch kylie and selka, it's still transaction. When i sold wine and sneakers. That was it like: you bought it for 20 bucks, and i'm, like i made you a delicious wine like right with nft form it's forever.

It's an economy forever. They could literally buy a token for 700 bucks. Maybe you doodle, like i do like. I don't know where you sit, but, like that's gon na get bought and the subconscious relationship with the audience is more sports cards.

This will go up and down and you're on the hook right, a player in sports is just playing. But if you issue the nft, your tops end bryce, harper, right you're, both and unlike sports, like you're in control. You.