Hey, it’s Marc. Welcome to my weekly, obsessively curated field notes on Web3 & crypto to help you filter out the noise. ✌️ Follow me on LinkedIn.

"People are disturbed not by things, but by the view they take of them." — Epictetus

As the next bull market emerges, so does a new crypto-rich, Web3-savvy demographic, who are demanding authentic Web3 commerce experiences. Uniquely, with Boson, you can sell physical things as NFTs, with a slick Web2 experience while running on a fully decentralized Web3 backend. No more Web3 washing required!

Stepping back: Blue-chip NFT collections are seeking new revenue streams by building IP brands, moving away from royalties and mints.

Setting the benchmark: Pudgy Penguins, almost doubling in value this month, has built over 1m followers on Instagram and launched Pudgy toys in Walmart and Smyths Toys earlier this year.

The big picture: Pudgy does more than brand building. It creates a Web3-native business model.

Pudgy toys are the first mass-market NFT IP product licensed directly from the community.

Punchline: Pudgy shifts its focus from creating virtual assets out of “thin air” to generating real-world revenue by licensing mass-market, digi-physical experiences and products. A blueprint for community-led brands?