Time’s Keith Grossman and the Lure of Web3 Media

    It’s no secret that Web3’s relationship with mainstream media has been, at occasions, contentious. However one among media’s most well-respected legacy organizations, Time journal, has been on the forefront of Web3 integration for 2 years. Having formally launched The Genesis Assortment for TIMEPieces, the publication’s Web3 neighborhood initiative, in September final 12 months, the media’s NFT endeavor did $10 million in NFT gross sales in 2021, and has collaborated with a whole bunch of artists thus far.

    Time President Keith Grossman spoke right this moment at a panel throughout nft now and Mana Frequent’s The Gateway: A Web3 Metropolis. The media veteran, who recently announced he’d be leaving the group after having accepted the function of President of Enterprise at MoonPay, touched on Time’s function as a pacesetter within the media panorama concerning Web3, the way forward for journalism, the origin story and success of TIMEPieces, and extra.

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    “It’s easy today to be up here and talk about the success that TIME has had in the last two years in Web3,” Grossman stated of the publication’s affect on the area. “It’s really important to remember in March 2021 when we said we were going to enter Web3 properly, we were ridiculed. But what’s really important is what’s fueling this. Not the market, right? What’s actually fueling Web3? What I saw was people’s digital identities. [Before] 2020, when we were all isolated, our digital personas were nice add-ons to our physical bodies. In 2020, we realized our digital personas are equal to our physical lives.”

    Grossman informed the viewers the story of his preliminary Web3 explorations on Clubhouse in April 2020. The truth that Chris Torres, the creator of the Nyan Cat meme, had offered his creation on the blockchain for 300 ETH (practically $600,000) simply a few months prior, stayed with Grossman as he started formulating his ideas on the potential of blockchain-based tech. “[I told people,] do you understand why a cat with the body of pop tart farting a rainbow just went for 500,000 dollars?” Grossman recalled. “Everyone just looked at me like I was crazy.”

    Spending extra time on Clubhouse, Grossman slowly started to piece collectively the fundamentals of NFTs, together with how Web3 communities operated and the way token-gated entry labored.

    Time Journal’s first blockchain experiment

    Grossman additionally informed the story of how he, in some senses, stumbled upon the invention of the facility of Web3. After being put in contact with Man Oseary, the supervisor of Bored Ape Yacht Membership and Madonna, amongst many others, Oseary organized a form of Web3 velocity relationship on behalf of Time to really feel out who is likely to be concerned with partnering with the publication. Grossman ultimately met  “the only two people who would ultimately take my call” concerning what Time was aiming to do.

    “Nobody would take my call,” Grossman defined. “I called everyone. Every platform. Nobody would take seriously what Time was doing to enter Web3.” One of many individuals who did take Grossman critically was John Crain at SuperRare, who provided the publication the flexibility to mint on their platform. Crain then lent Grossman some ETH and walked him via the right way to mint one thing SuperRare. Grossman’s information of the blockchain nonetheless being considerably nascent on the time, he believed that minting one thing meant that it was personal to his personal account and unable to be considered by anybody else.

    “You can either be a greed-based community or you can be a values-based community.”

    Keith Grossman

    With this in thoughts, Grossman then minted three iconic Time journal covers: April 1966’s “Is God Dead?”, April 2017’s “Is Truth Dead?”, and March 2021’s “Is Fiat Dead?”. Shortly after, he acquired a bid for “Is God Dead” for $15,000. Crain suggested Grossman to cancel the bid as he believed the quilt was price way more. Grossman did so, and after enduring just a few days of no bids on the quilt (adopted by ridicule from Web3 onlookers and skeptics watching the journal’s experiment play out in real-time), acquired a bid for the quilt for $440,000.

    “I started to understand more how the one-of-one market worked,” Grossman stated. “[I saw that] it’s a lot like episodic advertising in media.” A number of months later, Grossman noticed that SuperRare had launched a DAO, releasing RARE, the DAO’s native token, within the course of. After combing via his inbox, Grossman discovered an e mail from SuperRare telling him to assert his tokens.

    “I claimed [them], and my jaw hit the ground,” Grossman recalled. “We’d done so much business [on the platform] that Time had earned $1.4 million worth of RARE tokens. I converted it to Ethereum immediately. […] I converted that into cash. I sent a million dollars in cash to Time, and I held on to $400,000. And that actually paid for the launch of TIMEPieces. So, I never had a conversation with a business partner or a single meeting with anyone. I literally funded all of TIMEPieces from this DAO convergence.”

    The way forward for Web3 and media

    Grossman additionally commented on the present state of Web3 — particularly, which communities thrive and which of them don’t.

    “You can either be a greed-based community or you can be a values-based community,” Grossman underscored. “In bull markets, greed-based communities emerge; in bear markets, value-based ones tend to be the ones that survive.” The exiting Time President’s ideas on the way forward for journalism equally drew on a distinction between good and unhealthy actors within the area. In a seemingly post-truth surroundings, each citizen journalism and mob journalism have seen a precipitous rise, Grossman defined.

    “Citizen journalism is individuals using Etherscan and presenting an objective perspective on what happened. You can see it,” stated Grossman. “One of the most beautiful aspects is its transparency. Mob journalism is, ‘How many people can I get in a room and how sensationalized can I make this?’ It might be fun, it might be entertaining — it’s not journalism. Citizen journalism is unbelievably powerful. You see it in Iran. […] I just worry about the frustration that’s taking place between disjointed coverage in mainstream journalism and citizen journalism that has elevated mob journalism.”

    “It’s not a crypto issue — it’s a bad actor issue.”

    Keith Grossman

    Grossman drew an analogy between the evolution of the media and using horses in transportation previously a number of hundred years in the US. Through the early days of expansionism on the continent, horses have been mass transportation, Grossman elaborated. With the arrival of the prepare, they turned localized transportation. However when automobiles got here alongside, horses didn’t vanish, they merely turned relegated to a couple specific sectors of society — one among which was obtainable solely to the prosperous. Seeing as so many publications now require paywalls for his or her readers to entry their content material, Grossman famous that exceptionally nice media is now equally turning into obtainable solely to the prosperous.

    “Over the coming years, depending on legislation, it will be very interesting to see where media goes,” Grossman famous.

    Grossman admitted that he was perplexed as to why many legacy media retailers have been comparatively gentle on Sam Bankman-Fried and the latest and spectacular fall of crypto alternate FTX. Conspiracy theories concerning SBF’s relationship with both journalists or politicians, nonetheless, maintain little water in his view.

    “There’s no scenario where journalists all talk in a room and decide something,” Grossman defined, citing his a few years within the media panorama. “There’s no scenario where just because he was a big donor to politicians means politicians will go lightly on him because he’ll not have something to give them [in the future]. I think [the media] doesn’t understand the space well enough to understand what really happened. The effective altruism approach he took is so welcomed and warming that it’s hard to believe in someone who used money for so much good could also do something that’s so bad. […] It’s not a crypto issue — it’s a bad actor issue.”

    Grossman’s transition to MoonPay might be an enchanting one. The exiting Time President definitely has the passion and the expertise to assist the web alternate change into a significant onboarding power in Web3.

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