Playboy Enters the NFT Space by Building Alongside Fans

It's difficult to keep up with the ever-changing behavior of the internet: blockchain, NFTs, metaverse, live audio. But that doesn't stop 67-year-old Playboy from taking on new challenges and formats: The lifestyle brand just unveiled its NFT project, a natural next step into digital art. Spearheading the move is Jamal Dauda, vp of blockchain innovation, and team. Check out what the gallery's debut in the crypto space means for the brand, why working alongside its community was imperative for the NFT launch, and how empowering highly engaged fans can build brand traction. Adweek: How did you get to where you are today? Any noteworthy "aha" moments along the way?Jamal Dauda: I spent most of my early career in the music industry on the artist management side. Talent management allowed me to learn and grow in innumerable ways, from managing budgets and day-to-day logistics to creative production and content creation. I eventually went to Red Bull, built an incredible community of creatives at WeTransfer, and that led me to the exciting brand-building work I currently do at Playboy. I honestly have an "aha" moment once a week. A friend asked me how all these seemingly disparate jobs and skills connect to one another. I realized it’s about world-building and bringing unique communities, experiences and storytelling of all kinds together to create spaces that reflect the values and beliefs of the brand I work with, ultimately creating the kind of world I want to see. What's the most innovative thing you are working on?Exploring the world of blockchain, cryptocurrencies and NFTs. There are such powerful, industry-changing, culture-shifting opportunities all throughout this technology. At Playboy, a team of us internally are building out what we hope will be a really exciting and rewarding program of blockchain-enabled goods and experiences for a growing and highly engaged community that is already Web 3.0 native, as well as those looking to learn and trust us to help them enter this space. https://www.youtube.com/watch?v=NgRQwG5RfWk What new or up-and-coming innovation(s) are you most excited about, and how do you think it will change the future of marketing?We’re spending a lot of time with blockchain technology and NFTs. The applications we’ve seen in art, music, fashion and sports just scratch the surface of what will eventually be possible as we move deeper into this era of Web 3.0. The biggest implication is the idea that the strongest version of your brand is one you build alongside your community, not just in their likeness. Concepts such as DAOs, self-sustaining Discord communities and play-to-earn business models in gaming show that whole worlds and realities can be built by an excited and engaged fanbase, if given the tools and the equity they deserve for helping to build traction for your brand and being early adopters. https://twitter.com/Playboy/status/1420880600638971906 What’s one piece of work from your career that you’re the proudest of?At WeTransfer, I worked on a short documentary series called “Work In Progress.” As a platform powered by collaboration, the series focused on stories of musical talent and how key creative partners enhance their work and creativity. The final episode featured Lykke Li and her music video work with Anton Tammi, but her decision to open up about personal loss in her family, a recent divorce, becoming a mother and how all of it combined to push her toward tapping into those emotions in her newest work made it special. Showing that type of heart and vulnerability felt really special and so necessary at a time when mental health and self-care in the creative community was just starting to enter the public discourse. Was there ever a time where you questioned your career path? How did you handle that?If the path implies the road already traveled, then absolutely not. Every career decision I’ve made has provided me with chances to learn and connected me with wonderful, talented people who have become an ongoing source of knowledge and inspiration. I genuinely believe that all we can do is make the best decisions with the information we have at any given time and from there, you put your head down, do the work, treat people well, and there will always be something to be gained from a job or gig, whether it’s more immediate or down the road. What is one skill that you think is currently underdeveloped in marketing?Skills to help teach and create leaders within our organizations. Management is one thing, but what about leadership? Where do people learn empathy, how to build teams, and truly meaningful culture? These words get thrown around a lot and very few places deliver on them. I hope that changes and that these “soft” skills become more recognized as a way of attracting and retaining top talent. How do you pick and develop the talent on your team?The interview process can be challenging since it’s an exercise in confirmation bias. I try to have a conversation with potential candidates and listen more than I talk. I enjoy seeing how people craft the overarching narrative of where they’ve been versus hyper-focusing on one area. On developing talent, I give them the support and tools they need to amplify what’s already there. I’ve really always seen myself in service to my team and colleagues, first and foremost, not the other way around. What's a way that you predict marketing will change as more people begin traveling/going out again?It feels like this dance of uncertainty about how and when we go back to certain activities is being mirrored in the way marketers think about the consumer experience. I’m hearing conversations about how virtual goods and experiences connect back to their more tangible IRL counterparts. Marketers are working through the role a virtual event has when live concerts are fully operational again. How can value be unlocked by bundling virtual wearables with limited-edition apparel? Understanding these interconnected relationships will be a big trend over the next few years. What’s the first post to come to mind when you hear “best-in-class social”?A Discord server run by an NFT project called The Bored Ape Yacht Club. It represents the best parts of where social media is moving: lightly moderated, highly self-driven by its community, and grew inertia outside of its primary source to become a genuine virtual clubhouse for its members. What’s the best advice you’ve ever received?If you want to go fast, go alone; if you want to go far, go together. You're also part of the Adweek Executive Mentorship Program. What has been the biggest takeaway from your time with your mentor?I’ve been so fortunate to connect with Jabari Hearn at Westbrook Media, and he packs a lot of wisdom into one conversation, but really encourages me to listen to that quiet voice that can get drowned out by our day-to-day and stay true to whatever North Star guides you. It’s about being unafraid to have a larger vision and being relentless about bringing it to life. What one question would you ask the marketing community and why?Does the culture inside your walls reflect the community you’re trying to engage outside of them? 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Playboy Enters the NFT Space by Building Alongside Engaged Fans

Jamal Dauda, vp of blockchain innovation, chats brand implications and the Web 3.0 era

Julian Gamboa

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Julian Gamboa