What the Web3?

In this episode of What The Web 3, hosts Dave Wallace and Suresh Balaji tackle the seismic shifts in journalism and digital media brought on by generative AI, deepfakes, and Web3. Their guest is Harry Burt, Director of Business Innovation and Transformation at News UK, who shares frontline insights into how one of the world's leading media groups is responding to disruptive technologies.Harry explains how News UK—and the wider News Corp group—moved beyond early NFT experiments to focus strategically on distributed web components, content authentication, and ownership models. He addresses industry scepticism around Web3, stressing the urgency for media companies to rethink value chains and reclaim control of intellectual property and audience data that platforms often monetise at creators' expense.The conversation then turns to the existential challenges posed by generative AI. From paywalled journalism being scraped to train large language models, to the proliferation of misinformation and the lack of fair compensation for creators, Harry describes these as “mega tsunami” problems threatening publishers both large and small.Collaboration, he argues, is the only way forward. Harry reveals how News UK is spearheading efforts to establish open standards for content provenance, using blockchain to build transparent ledgers that improve attribution in search engines and provide regulators and platforms with trustworthy signals of authenticity.Yet the episode also highlights opportunities. Generative AI is already proving useful inside newsrooms—re-tagging archives, automating workflows, and making research more accessible through natural language interfaces. These tools can free journalists to focus on impactful, investigative work that underpins democracy.Looking further ahead, the hosts and Harry explore the role of immersive technologies like AR, VR, and the metaverse in creating “experiential news reporting.” While cautious about the pace of adoption, Harry sees long-term potential in enabling audiences to engage with stories in 3D, interactive environments.This episode is a dynamic primer on the urgent threats and emerging opportunities facing modern media—showing how journalism can protect its integrity in the AI era while exploring the next frontier of news through innovation and collaboration.

In this episode of the Web3 Marketing Association Podcast, hosts Lars and Suresh sit down with Ray Chan, CEO and co-founder of 9GAG and MemeLand. Known for his sharp wit and bold vision, Ray shares the story of building one of the internet's most iconic meme platforms and why he's now leading its transition into Web3.Ray reflects on his personal journey—from law school to TV anchoring, to launching 9GAG with friends during the early days of Web 2.0. He explains how community has always been at the heart of 9GAG, making the shift to Web3 a natural progression. With MemeLand, Ray is experimenting with NFTs and decentralised ownership, giving power back to communities while reinventing the brand for the future.The conversation covers the challenges of building in Web3: managing fast-changing communities, sustaining engagement beyond hype cycles, balancing trust with delivery, and staying true to long-term vision in a volatile space. Ray stresses the importance of being “community-informed but not community-driven,” likening leadership in Web3 to running a mini public company with thousands of vocal shareholders.For marketers, Ray offers clear advice: Web3 is not just a marketing stunt or a cash grab. True value lies in creating genuine utility, rewarding loyalty, and treating community members as stakeholders rather than consumers. He encourages CMOs to learn directly from operators who have successfully launched projects and to think beyond gimmicks to long-term value creation.This episode is packed with practical insights on community-building, brand reinvention, and the evolving relationship between businesses and their audiences in the Web3 era.

In this episode of the Web3 Marketing Association Podcast, hosts Suresh and Dave Wallace are joined by Adam White – now known as Phoenix – entrepreneur, visionary, and founder of Edge.gg and the new project Spirit Tribe.Phoenix shares his journey from sports law and esports innovation to building Edge, a platform often described as the “Uber for influencers,” designed to validate and monetise creator content. He reflects on the evolution of Edge, its acquisition journey, and the role of Web3 in unlocking authenticity, ownership, and trust for creators and brands.The conversation then shifts to Phoenix's personal transformation and his latest venture, Spirit Tribe. This bold initiative blends community building, spirituality, and Web3 technology, aiming to create global tribes where members share resources, embrace authenticity, and live beyond fear. With NFTs, festivals, and shared land ownership, Spirit Tribe seeks to redefine wealth and community in a post-matrix world.Key themes explored include authenticity as the foundation of Web3 marketing, the power of community over audience, the potential of NFTs as enablers of identity and ownership, and the intersection of spirituality, sustainability, and technology.The episode offers marketers a thought-provoking look at how Web3 can foster communities with genuine purpose – and why the future of identity, belonging, and brand engagement may lie well beyond traditional frameworks.

In this episode of the Web3 Marketing Association Podcast, hosts Suresh and Dave Wallace are joined by Adam Buehler, Senior Vice President of Creative Technology at Digitas North America. Together, they dive into the fast-moving worlds of generative AI and Web3, exploring how these two transformative technologies are beginning to converge.Adam outlines the rapid rise of generative AI—its “iPhone moment”—and explains why tools like ChatGPT and MidJourney are changing the way marketers, brands, and creatives think about content. From automating everyday tasks to reimagining search, art, and design, generative AI is no longer speculative: it is disrupting industries in real time.The discussion also touches on the risks: deepfakes, hallucinations, and the erosion of trust in digital content. Adam explains how blockchain and Web3 technologies could provide solutions, particularly through cryptographic provenance and content authentication standards such as C2PA, which could safeguard society against a collapse of shared reality.Throughout, the trio debate how AI might reshape the agency model, whether brands should set new guardrails on creative content, and how marketers can responsibly harness these tools. A recurring theme is partnership: machines won't replace humans, but humans who use machines will outpace those who don't.This is a thought-provoking conversation for marketers, creatives, and technologists alike—highlighting both the promise and peril of the coming collision between AI and Web3.

In this episode of the Web3 Marketing Association Podcast, hosts Suresh Balaji and Dave Wallace are joined by Matt Smolin, co-founder and CEO of Hang.xyz, to explore the future of loyalty and membership programmes in a Web3 world.Matt shares his entrepreneurial journey from trading desks in finance to building consumer tech, and ultimately pivoting into Hang after an earlier business was disrupted by COVID-19. He explains how Hang was founded in late 2021 with the mission to reinvent customer engagement through NFT-powered loyalty—creating membership systems that are more flexible, interoperable, and rewarding than traditional models.The discussion covers the shortcomings of legacy loyalty programmes—closed systems, extractive models, lack of interoperability—and how Web3 technology can address them. With NFTs, loyalty becomes portable, tradable, and even tiered in ways that benefit both consumers and brands. Dave and Suresh explore scenarios ranging from airline miles you could rent out, to employee loyalty schemes validated on-chain, to interoperable memberships that travel with you across platforms and experiences.Matt stresses that the value proposition for brands isn't “NFTs” as a buzzword but solving real problems: rising customer acquisition costs, fragmented data, and the need to build lasting community-driven engagement. He outlines practical paths for CMOs—from layering Web3 onto existing loyalty programmes, to experimenting with VIP segments, to creating new models entirely off-chain-compatible but Web3-enabled.The episode also touches on the regulatory and financial implications of tokenised loyalty, the challenges of moving liabilities off balance sheets, and the potential role of agencies and consultancies in scaling adoption.For marketers, the message is clear: loyalty is evolving from transactional points systems to community-driven value exchanges, where customers become stakeholders rather than just consumers. Web3-powered loyalty isn't just the future—it's already here.

In this episode of the Web3 Marketing Association Podcast, hosts Dave Wallace and Suresh Balaji are joined by Tim Holdorsson, founder of Lunar Strategy, to discuss how marketing in Web3 differs radically from traditional models—and why education and community are now the most powerful tools in the space.Tim shares his journey from investing in crypto during 2017's boom and bust to launching Lunar Strategy in Lisbon in 2019. Spotting a gap between traditional agencies and crypto-native projects, he built one of the first agencies focused purely on Web3, NFTs, and crypto marketing. Today, Lunar Strategy has grown into a 16-person team working with clients worldwide.The conversation explores the unique dynamics of Web3 marketing: the primacy of storytelling in digital-first ecosystems, the centrality of platforms like Twitter, Discord, and Telegram, and the regulatory complexities of accepting crypto payments. Tim also explains why community management has become the cornerstone of successful projects, requiring skilled moderators who can maintain morale and trust even when markets are down.Education is another major theme. Tim outlines Lunar Strategy's upcoming Web3 marketing course, built directly from real-world experience. Covering influencer marketing, PR, community building, paid advertising, partnerships, and social media strategies, the course is designed to professionalise Web3 marketing and prevent brands from repeating common mistakes.Looking ahead, Tim predicts more big brands and influencers will enter the space as the hype subsides, with mainstream adoption driven by platforms like Instagram and Facebook integrating NFT tagging. He argues that now is the best time for cautious but serious players to move in, laying sustainable foundations rather than chasing quick wins.This is an eye-opening conversation for marketers seeking to understand not just the opportunities of Web3, but also the pitfalls—and why building resilient communities and investing in education will be critical to long-term success.

In this episode of the Web3 Marketing Association Podcast, hosts Dave Wallace and Suresh Balaji are joined by Hrish Lotlikar, co-founder and CEO of Superworld, to explore the bold vision of building a virtual layer over the entire planet.Hrish shares his extraordinary journey—from investment banking and venture capital in emerging markets to launching startups in AR, VR, gaming, and entertainment alongside Hollywood names like Michael Bay. These experiences inspired the creation of Superworld, a platform that allows users to own, create, and monetise virtual real estate mapped directly onto the physical world.The conversation explores how Superworld combines gaming mechanics with real-world relevance: users can “put down roots” in virtual plots of land linked to real geography, while brands can build immersive experiences, experiment with new products, or extend customer engagement into hybrid physical-digital spaces. Unlike purely virtual worlds, Superworld's foundation on Earth ensures durability and relevance—your virtual assets retain value because they're tied to real locations.Hrish also emphasises Superworld's mission to be a life-enhancing platform, not a life-escape platform. Inspired by the lessons of The Social Dilemma, the vision is to use AR, VR, and Web3 technologies to enrich people's real lives rather than distract from them—what Hrish calls “live to earn”. Accessibility is key: Superworld is designed to be hardware-agnostic and interoperable across web, mobile, wearables, and future devices.This inspiring discussion highlights how Web3 can reshape ownership, identity, and community—not by drawing people away from reality, but by enhancing how we live, connect, and create in the world around us.

In this episode of the Web3 Marketing Association Podcast, hosts Suresh Balaji and Dave Wallace are joined by Diego Borgo, brand consultant, advisor, NFT collector, and educator, to explore what it takes for brands to enter the metaverse responsibly and meaningfully.Diego shares his journey from 18 years in digital marketing to advising Fortune 500 companies like Adidas, Unilever, Volkswagen, and Salesforce on Web3 strategy. His work spans three pillars: consulting global brands on how to engage with Web3, advising NFT-native projects at the cutting edge of innovation, and educating through panels, keynotes, and his new Nas Academy Masterclass on how brands should enter the metaverse.The conversation highlights a critical mentality shift—from consumers to co-creators, from one-way communication to community collaboration. Diego explains how leading brands are already thinking in terms of perpetual royalties for artists, shared ownership models, and “win–win–win” outcomes where brands, creators, and communities all benefit.They also discuss the challenges of user experience, onboarding, and community engagement. Discord, while central today, is seen as a “necessary evil,” with better solutions on the horizon. Diego emphasises the importance of frictionless entry points—like fiat payments and digital collectibles—to bring mainstream audiences into Web3 without overwhelming them with technical barriers.For marketers, this episode underscores the opportunity—and responsibility—of embracing Web3 as more than a technology trend. It is a cultural shift towards decentralisation, collaboration, and community-powered brand building. Diego argues that the brands willing to adapt will not only survive this transition but may redefine what brand power means in the digital age.

In this episode of the Web3 Marketing Association Podcast, hosts Dave Wallace and Tim Semelin are joined by Edward Bell, General Manager of Brand Insights and Marketing Communications at Cathay Pacific, to discuss how one of Asia's most iconic airlines is exploring Web3 and the metaverse.Edward shares how Cathay has built an internal cross-functional task force—spanning marketing, digital experience, IT, legal, and social teams—to explore the opportunities of Web3 in a thoughtful and structured way. Unlike luxury and fashion brands that rush to “be first,” Cathay is taking a more measured approach, focusing on delivering genuine value to customers rather than short-term stunts.The conversation highlights Cathay's vision of Web3 as an innovation engine—a lower-risk space where the airline can experiment with new ideas, build community engagement, and inspire curiosity about travel. Edward emphasises that the goal is not to replace real-world travel with virtual experiences, but to complement it—sparking the desire to explore destinations in real life.They also explore broader themes, from how airlines balance Web2 and Web3 priorities, to the growing role of community in brand building, to the cultural shifts Web3 represents. Edward draws parallels with how David Bowie helped drive social change through music, suggesting that Web3 could be a similar catalyst for innovation and new forms of customer engagement.For Cathay, success in this space will mean enriching the customer experience, building stronger communities, and using Web3 as a platform for creativity and learning—all while staying true to its premium travel lifestyle brand.

In this episode of the Web3 Marketing Association Podcast, hosts Dave Wallace and Suresh Balaji are joined by Angela Dalton, founder and CEO of Signum Growth Capital, to explore the intersection of gaming, NFTs, and Web3—and what it means for marketers.Angela shares her career journey from equities and investment banking to becoming one of the first esports analysts, before founding Signum to advise at the crossroads of culture and crypto. She explains how video games have long served as a proving ground for digital ownership, with skins and in-game items functioning as early forms of social capital. NFTs, she argues, are simply a natural extension of behaviours gamers already understand.The conversation covers the explosive growth of digital assets in gaming, the rise (and pitfalls) of play-to-earn models, and why the future lies in “play and own”—where identity, property rights, and interoperability across platforms reshape how people engage online. Angela discusses examples such as Burberry's Sharky drop in Blankos and Balenciaga's collaboration with Fortnite, showing how brands can enter authentically if they align with existing gamer behaviours.Beyond gaming, Angela highlights broader structural shifts: the need for interoperability across blockchains, the role of Polkadot in enabling cross-chain communication, and the opportunity for marketers to simplify and humanise Web3 education. She argues that Web3 isn't just about technology—it's about building fairer systems where creators, communities, and companies share value more equitably.For marketers, the key takeaway is clear: Web3 is not just a channel, but a cultural shift. The brands that succeed will be those that respect community norms, embrace transparency, and help bridge the gap between complex technology and everyday human behaviour.

In this inaugural episode of the Web3 Marketing Association Podcast, hosts Dave Wallace and Suresh Balaji are joined by Chris Clark, former Group Head of Marketing at HSBC, to reflect on the lessons of Web1 and Web2 and explore what Web3 means for marketers.Suresh introduces the mission of the Web3 Marketing Association: to help marketers navigate a future shaped by decentralisation, community ownership, and new models of engagement. He outlines how Web3 could upend traditional marketing tools—cookies, platform partnerships, and first-party data—while opening new opportunities for co-creation, token-enabled loyalty, and gamified brand experiences.Chris draws parallels with past seismic shifts, comparing today's transition to the moment humanity moved from barter to money. He recalls the early awe of Web1 (“changing a car's colour on a Land Rover website”) and the mobile revolution of Web2, before stressing that Web3 has the potential to rebalance power away from corporations and towards communities. For him, marketers must be the bridge between customers and corporations—representing users in boardrooms and shaping rather than passively receiving the next internet era.The conversation ranges from the role of gaming and digital ownership to the impact of Web3 on sustainability, healthcare, and education. Both Chris and Suresh emphasise the importance of doing, not just observing—encouraging marketers to experiment with wallets, NFTs, and DAOs to gain first-hand understanding.This episode sets the tone for the series: Web3 is not just a technology shift but a cultural one. Marketers have a rare opportunity—and responsibility—to shape a more democratic, customer-centred digital future.

In this episode, Suresh and Dave ask Harry Burt, What the Web3? As the Director of New Business Ventures, Business Transformation News UK, Harry has been actively involved in a number of Web 3 initiatives for News Corporation.  He talks about these, the challenge of Generative AI to the media industry, and how Web3 may be the best solution for ensuring ownership and copyright are respected. It is a fascinating discussion from the front line of machines vs humans in generating, managing and owning news content. 

Hosted by Suresh Balaji and Dave Wallace, we ask Adam Buhler SVP, Head of Creative Technology for Digitas in North America, What the Web3? Adam talks about the rise of Generative AI and what could happen at the intersection between AI and Web3 technologies. 

In this episode we ask Ray Chan of 9GAG, What the Web3? Ray talks to us about his journey from Web2 to Web3, the main lessons learnt and the challenges in maintaining an engaged community.In 2011 Ray founded 9GAG - which aims to make the world a happier place through sharing memes. 9GAG's ecosystem spans across 200 million users. Fast forward to 2021 and Ray made the decision to amplify his community by adding Web3 projects to the 9GAG ecosystem. 

In this episode we ask Fenix Stardust (previously know as Adam Whyte) What the Web3? Fenix is co-founder of Spirit Tribes a community based out of Portugal,  utilising Web 3 to help build the community, both virtually and also IRL. More on Spirit Tribes available at => www.spirittribes.xyz 

In this episode we talk about the incredible potential of Web3 and loyalty with Matt Smolin, CEO and Co-Founder of Hang. Hang is a startup business that has seen the enormous potential of the intersection between nfts, community and membership and has launched a platform that enables brands to launch membership schemes rapidly and at scale. 

Anthony Sar, Founder of Finnovasia and HKFintech Week speaks to Suresh Balaji in the latest episode of What the Web3? Anthony covers his journey that includes the time he met Vitalik, his view of the future of Fintech, his new Web3 conference in the Bahamas, and rebranding his company to fit the new generation of the internet.

Tim Haldorsson is CEO of crypto marketing agency Lunar Strategy and has a great perspective, having partnered with leading crypto, NFT and metaverse companies globally. Lunar Strategy is focused on community growth, strategic partnerships, building long-term engagement and establishing authority and has also recently launched a learning platform, The Lunar Academy.

This week we ask What the Web3? to Hrish Lotlikar, CEO and co-founder of SuperWorld, the company creating the world in Augmented Reality. Hrish is a true pioneer in the Metaverse, and we chat with him about VR and AR and his vision for the future. 

This week we ask Diego Borgo, What the Web3? Diego has extensive experience of working with Fortune 500 brands, helping them enter the Metaverse and NFT space. He has also recently launched a masterclass series "How Brands Should Enter the Metaverse and NFT Space". 

We chat with Edward Bell, Cathay Pacific's General Manager Brand, Insights and Marketing Communications about Web3 and the Metaverse and explore the potential for airlines, and how Cathay Pacific is approaching this new technology and space.

In this episode we chat to Angela Dalton CEO and Founder of Signum Growth Capital about the intersection of gaming, Web 3 and the Metaverse. Signum Growth Capital is focused on mass market applications underpinned by Bitcoin & other blockchain protocols, video gaming, tokenised digital art, and social networks.

In this episode hosts Suresh Balaji and Dave Wallace chat with Chris Clark the  former global CMO at HSBC and current Chairman of Aviva Digital (UK) about the Web 3 opportunity and lessons learnt from Web 1 and 2.