Vancouver’s Looking Glass Labs (LGL) is a leading Web3 platform specializing in non-fungible token (NFT) architecture, immersive metaverse environments, play-to-earn tokenization and virtual asset royalty streams.
Early this year Vancouver’s LGL hired global brand veteran Ryan Lassi to head up marketing for its flagship studio, House of Kibaa (HoK).
Ryan’s career highlights include holding senior marketing positions at notable brands including Red Bull and Spotify.
As HoK’s Senior Vice President of Marketing, Ryan has been tasked with leading the awareness creation surrounding HoK’s Origin metaverse.
Techcouver sat down with Ryan to learn more about the evolving Web3 world of metaverses and NFTs.
What new and exciting projects is HoK currently working on?
RL: At HoK we’re working on a number of projects across both our owned brands and partner brands. One that is especially exciting is a sort of 2-for-1. Back in April 2022, we sold the first plots of our ultra-realistic metaverse lands – Pocket Dimension. In the coming weeks, holders of those environments will be taking their first steps into their land as part of a holder-gated alpha experience. We’re very excited to share what those experiences will look like soon. Additionally, the team is hard at work finalizing the 3D avatar models of the 10,000 GenX NFTs that we created last year. Those avatars will be fully functional in the Pocket Dimension lands. This is a long awaited milestone for the GenX community.
How has HoK been navigating the changing perspectives around NFTs?
RL: We’re thinking about NFTs in a real world sense. We’re moving away from buzzwords and leaning into language and action anyone can understand. NFTs are simply a tool, and if you speak about NFTs in an accessible way, it makes adoption much easier. Quite simply, an NFT does not need to be called “NFT”. The product you tie to an NFT isn’t defined by the underlying Web3 technology. NFT can simply be the verification tool for tracking ownership and information. If we move away from calling everything in Web3 an “NFT” and build actual brands around products, all of a sudden we’re building a future everyone can relate to.
Where do you see the industry as a whole going considering the recent changing attitudes towards NFTs?
RL: I think the change in the market is a breath of fresh air. We’re weeding out the clutter and the brands truly building now have the space to innovate. I see the industry focusing on real world needs and applications, rather than pictures of animals and JPG flipping. Soon everyone will be interacting with NFTs without even knowing it.
What advice are you giving big brand clients on how they can develop successful and future-proof Web3 strategies?
RL: The biggest piece of advice is to think about what your customer actually needs and how you can better their product experience using Web3 technologies. Align yourself with partners in Web3 that can help you build the right Web3 integration for your brand rather than following what others are doing. Don’t just do something in Web3 because it’s the cool thing to do. Authenticity and listening to your community is the most powerful strategy as you navigate the space.
I know you’ve recently produced the first ever NFT funded sci-fi series GenZeroes – how do you see NFTs and shows like GenZeroes impacting entertainment models going forward?
RL: We’re giving the power to the artists and the community. Everything in Hollywood is controlled by a few key players, but that’s not what Web3 is all about. I see a world where fans make decisions in the outcome of a series, fans receive royalties, fans take ownership, etc. Same with the talent. We’re bringing the artists and the fans closer than ever before by creating one community together.
What do you see the entertainment industry looking like 5 years from now?
RL: Much of it will remain the same, however this community-driven approach of Web3 will continue to grow. You’ll have more options to decide how you engage with entertainment. Web3 opens up a world of limitless possibilities for creators and audiences.
Are there popular misconceptions around the move from Web2 to Web3 that you think people should better understand?
RL: The fundamental purpose of NFTs and blockchain technology is often misunderstood. When people call it a “scam” I just give a little chuckle. The utility these technologies provide can actually prevent scams. I urge people to simply Google search these terms and understand the definitions. It’ll take 60 seconds and you may even discover something that could help better the next project you work on.
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