What NFTs can do for creators and brands

This article explores some of the implications of the boom in non-fungible tokens (NFTs), and how this technology could affect individual creators and brands.

Why it matters

A strange and esoteric technology – blockchain – encroached further into the mainstream in March with the sale of an NFT artwork for over $60 million. New platforms and greater accessibility are now opening up this marketplace with major implications for both creators and brands as the NFT conversation shifts from finance to membership.


  • Key to understanding the technology is the idea of a smart contract that can ensure authorship and ownership of a digital asset in perpetuity.
  • While they began as collectibles – a potent market in itself – their potential stretches out to events,...

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