Consider the last time you heard the word "Web3" Got it? Good. You've probably heard about blockchain technology, NFTs, and decentralized platforms that promise to be the holy grail for artists and musicians. While Web 3 has revolutionary potential, this does not mean that Web 1 and Web 2 should be abandoned. In fact, all three are required. At least for now.
Here's why, in today's digital landscape, the modern artist requires a trifecta approach—Web 1, Web 2, and Web 3—to develop a sustainable career.
Let's get one thing straight: Web 3 is a goldmine for monetization. From selling music as NFTs to tokenizing your community and launching loyalty programs, the infrastructure here allows artists to monetize their art like never before. Do you want to reward followers with exclusive NFTs or use tokens to gate content? Your playground is Web 3. It is, without a doubt, the most creative approach to make your art pay. However, this is only one piece of the puzzle.
I understand. Web 3 is now popular. But Web 2 is not going away. This is why: Reach and Distribution. Platforms such as Instagram, Twitter, TikTok, and Spotify have millions if not billions of users. They are unrivaled in terms of exposing your music to a larger audience. Web 3 may provide ground-breaking monetization, but Web 2 has unparalleled reach.
Let's be honest: Web 3 is still not user-friendly for the average person. So, if you want to take your art to the next level, Web 2 platforms are your rocket ships.
That's Web 1 for you, ancient but gold. Let's start with emails, the original form of digital communication. Your email list is a goldmine for you. It's your own audience that you can take wherever you choose. While social media sites come and go, your email list will always be there. It is a decentralized form of audience ownership, allowing you to interact on a more personal, in-depth level.
So, how can you strike a balance between the three? Simple.
Use Web 1 as a backup. Build your email list and use it as the foundation for direct communication, newsletters, or community-wide notifications. Platforms like Substack, Laylo, and MailChimp are great at this.
Use Web 2 to expand your reach and bring more people into the funnel. Increase your exposure, expand your audience, and direct them to your Web 1 and Web 3 activities. Platforms like Twitter, Instagram, Discord, and Telegram are great for community building.
Use Web 3 to increase your financial power. Once you have the reach and backing, you can monetize like a boss using Web 3 platforms like Bonfire, Zora, Sound, Mirror, Showtime, etc.
This isn't a one-size-fits-all method; the plan and tools should be tailored to your specific artistic aims and vision. For example, platforms like Bonfire, Showtime, or Mirror can be used for both web2 and web3 initiatives.
Whether you want to headline Coachella or just make a living off your music, it's all about making the internet work for you.
Remember that if you rely only on one, you will be at a disadvantage. Web 3 may promise financial freedom, but you also need Web 2 for visibility and Web 1 for direct, trustworthy connection. Mastering all three will provide you with independence, financial stability, and unmatched reach and distribution.
Don't put yourself in a box. Make the most of the digital world by making full use of what it has to offer. So, dig deep into the world of Web 3, but remember your roots in Web 1 and Web 2. The future is a combination of all of these elements, and it appears to be promising.
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