Today we unveil our new name and brand. Lore — where culture is owned by the squads who create it.

Our digital worlds were supposed to be different. But more often than not, they recreate the same siloed jurisdictions of the physical world.

Digital worlds like games, metaverses, and social platforms trap the value we create within them.

• Gamers cannot exit with the loot they acquire or the worlds they create

• Creators never own the media that made social platforms like Instagram and TikTok successful in the first place

So, our digital landlords end up owning our creativity, culture, and accomplishments.

At least they’ve given us something else: the chance to find our people.

The internet is indexing us by our niche interests into digital communities with their own sub-cultures and re-shaping what it means to belong. The groups you are affiliated with are becoming a larger part of your broader identity.

Web3 gives these groups cultural and economic superpowers. We’re already seeing it. ConstitutionDAO, PleasrDAO, and your squad wallet are all pooling resources behind a shared purpose to reshape our digital and physical worlds.

Lore helps these communities do — and be — even more.

Web3, Collaboration & NFTs

Web3 enables new collaborative models for ownership that upend the business model for culture itself.

Historically, culture has been top-down. A brand like Supreme manufactures culture by meme-ing a lifestyle into existence. To join a subculture, you have to buy in.

The early adopters accrue status, but all of the monetary rewards are earned by brands.

NFTs are byte-sized, ownable pieces of culture that can represent user-generated content, avatars, and virtual objects. Royalties are easily programmed and split.

They introduce a new model for cultural production that rewards early tastemakers and creators. NFTs enable culture from the bottom up.

Meanwhile, the internet is rebundling us into micro-communities and cozy spaces with shared identities. NFTs turn these groups into engines for culture. Groups become taste-makers, curators, remixers, and creators — the new hub for cultural consumption and production.

Lore: The New Engine For Culture

The new supply chain for culture is circular, reflexive, and compounding. It unfolds like this.

• Groups form around a vibe or interest. As members connect, chat, meme, and establish a shared language, rituals, and culture, the lore behind the group takes form.

  • Lore is a member-generated binding narrative that evolves over time.

  • Lore sets the vision and mission for the group — attracting new self-identifying members.

• Groups harness web3 to consume and produce culture.

  • Groups consume, curate, collect and own virtual objects (NFTs) that express their lore.

  • Groups produce and monetize their lore by creating new media, merchandise, and digital objects.

• As the lore attracts fans, the culture owned and created by the group accrues in value, which reflexively attracts more members to the community. Value accrues to those at the center of cultural production or curation.

• As the community grows, it stratifies into smaller collectives & squads, which remix the central lore to create new sub-cultures, products, and brands.

Our new digital worlds, whether it's a media universe, web3 games, or an emergent metaverse, are blank canvases to be filled with culture painted by groups. Imagine fan fiction owned & created by sub-communities, record labels owned by fans, and guilds with larger brands than the game they were born on. You don’t have to imagine them. They already exist.

Introducing Lore

We’ve renamed and re-branded our company to honor what’s at the center of each of these movements: lore.

Each new web3 community is nothing without its shared story. Lore, the platform, serves to enable these groups with co-ownership. Lore allows groups to pool resources and, through NFTs, be the engine that drives culture forward.

Adventure Further Together

We view groups, collectives, and communities as a platform to go further together.

We envision open web3 spaces and worlds full of opportunities that digital groups can coordinate to seize. Own & create media, brands, and virtual assets as a squad.

Lore enables groups to accomplish the previously impossible.

In Fellowship

We view collaborative ownership as connective tissue to deepen fellowship within a community or squad.

With Lore, groups feel more belonging, and a deeper shared purpose.

Build Worlds

We view our collaborative frameworks as a way for groups to create the media, objects, and stories that paint worlds.

With Lore, we want to enable a new digital renaissance fueled by communities.

Worlds owned by you and your friends

Web3 turns digital spaces into interoperable worlds with virtual assets and economies. Communities, squads, and guilds will paint our new worlds with cultural artifacts representing their lore.

• Imagine a guild within a web3-based MMORPG that become a larger brand than the game itself. They conquest the game and monetize their lore by creating and selling digital merchandise and objects.

• Imagine decentralized IP universes where sub-communities own core IP and remix the central lore to create new storylines.

• Imagine record labels owned by fans that acquire music rights and allow artists to collaborate and create new records.

We’re committed to building this future alongside groups of all sizes through our safe, transparent, and flexible co-ownership frameworks and collaborative experiences.