How Web3 Will Change the ‘Broken’ Relationship Between Brands and Creators

Technologies in this new era will allow for greater transparency and give more ownership to artists

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Web3 is set to transform the way that brands collaborate with creators—and if marketers aren’t already planning for this, they’ll be left behind.

That was the consensus at Social Media Week Europe, where Lindsey McInerney, founder and CEO of Sixth Wall, and Tina Ziegler, art curator and brand consultant, sat down to discuss the evolution of Web3 and the creator economy.

The biggest misunderstanding among marketers about Web3—a space that is seen as the next iteration of the current internet—is that it’s just “a fad,” McInerney said.



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