去年年中兴起的PFP NFT(Profile Picture 头像)热潮 ,让一些看上去非常简陋的, 由组件拼接而成的简单图画, 尤其是一些头部的项目随着虚拟货币泡沫被炒上了天价,最知名的BAYC, 在这篇文章刚开始写的时候, 有一幅稀有度高的作品甚至被卖到了超过1000ETH(超过260万美元)的价格。
From the middle of last year, more and more PFP NFT (Profile Picture Avatar) projects started to be noticed. Some very simple-looking pictures made of stitched-together components, go up in price with the virtual currency bubble. A rare artwork in the most famous project called BAYC, traded with 1000 ETH (over $2.6 million) at the time this article was first written.
而外星cryptopunk随后用一个非常大的涨幅刷新了成交记录, 甚至达到了8000ETH
And alien cryptopunk then set a new record with a very large increase, even reaching 8,000 ETH
大量有意义的和更多的垃圾的NFT项目被创造出来。巨大的利益吸引了圈内圈外人,旁观的只是简单了解的人们总是会断言“这是泡沫和炒作, 这是毫无意义的”, 泡沫和炒作不能否认, 货币超发和数字货币场内的循环抵押, 外加确实web3因为各种原因依然严重缺乏应用, 让有限的“有趣”的事情变得过于昂贵, 我总喜欢用一个比喻:“一伙提前飞到火星的人在火星发现了取之不尽的金子, 但火星上只有不多的几家酒馆可以让这群已经赚的盆满钵满的人们度过欢乐的一个周末, 所以这几家酒馆的有限的入场券, 在地球人看来就被炒的价格离谱了“。 但除此之外, 真的没有意义么?
A lot of meaningful and more junk NFT projects were created. The huge profit attracts people inside and outside the crypto circle, and people on the sidelines who are only briefly informed will always assert "it's bubble and hype, it's meaningless", the bubble and hype cannot be denied, the monetary overshoot and the circular collateralization of the digital currency in Defi, combined with the fact that web3 is still severely underutilized for various reasons, makes the limited "fun" things too expensive. "I always like to use an analogy: "A group of people who flew to Mars early found an inexhaustible amount of gold on Mars, but there are only a few pubs on Mars for this group of people who have already made a lot of money to spend a weekend for fun, so these few Tavern's limited admission, in the eyes of the people of Earth is speculative prices are outrageous". But other than that, is there really no point?
以下从几个方面的价值来讨论:
The following are discussed in terms of several areas of value.
PFP之前, 图片类的NFT总会被说成某种艺术, 但如今看着简陋的头像, 喜欢艺术的人有时会嗤之以鼻, 觉得这种东西也能叫艺术?
Before PFP, picture-based NFT was always described as some kind of art, but nowadays when you look at a rough avatar, people who like art sometimes scoff and think that this kind of thing can be called art?
之前在一次讨论中我问”类似于纯色的现代艺术作品, 他的意义是什么“,得到了一个很满意的答案, ”有些看似的没有意义的艺术作品, 他的意义主要是为了反叛,只是要做某种现在被广泛认同的艺术的反面, 为了打破现有的定义而生的“。 这个回答当时让我有种恍然大悟感, 之后第一个让我想起的就是《泉》
In a previous discussion, I asked my friend: "what is the meaning of modern artworks like solid color" and got a perfect answer: "Some artworks that seem to have no meaning are meant to be rebellious, just to be the opposite of some kind of art that is now widely accepted, to break the existing definition. He was born to break the existing definition. This answer gave me a sense of enlightenment, and the first thing that came to my mind afterward was "Fountain".
当杜尚购买了这个小便池并且签上名的时候, ”他相信自己发明了一种新的雕塑形式, 即艺术家可以选择任何已有的物件…………使他变成一件艺术品“, 当他在小便池上签名并把它投给博物馆馆长们的时候, 更多的意义在于说明应该由”艺术家决定什么是艺术品, 什么不是, 而不是所谓的审美仲裁人“。
When Marcel Duchamp bought the urinal and signed it, "he believed he had invented a new form of sculpture in which the artist could choose any existing object ............ and turn it into a work of art," and when he signed the urinal and pitched it to museum curators, it was more about "the artist should decide what is a work of art and what is not, rather than the so-called arbiter of aesthetics.
这里面有两层意义, 一个是提出一种概念,”新的雕塑形式, 去除用途, 署名“而构成一个艺术品,另一个就是一种反叛, 或者讽刺了。
There are two meanings here, one is to propose a concept, "a new sculptural form, de-purposed and signed" to constitute an artwork, and the other is a rebellion or irony.
第一层含义在NFT中比较典型的是loot, 在这之前大家对NFT的定义主要是”图片“, 或者还算小众的是”音乐“, 至少是一段创作做作品, 但是loot提出NFT本身(或者你可以理解为这种艺术本身)并不需要一定是多彩的创作形式, 可以是一些属性, 这些属性用来做什么可以由后面的人决定。当时作为一种新的概念被广泛讨论, 至今这些只有一组字符的”袋子“并没有很好的应用(也许项目方还是需要适当引导), 但是依然保持了2.15ETH的地板价。除此之外, 有一些知名的项目也都有自己的一些主张, 总体上”提出一个特别的意义“, 是一部分比较火热的产品的一个特性。
Representative project of the first layer of meaning, “purpose a concept” is loot, before this project appeared the definition of NFT is mainly "pictures", or "music", at least a piece of creative work. However, loot proposes that NFT itself does not need necessarily to be a colorful form of creation (or, as you might understand it, this kind of art itself doesn’t need to have a traditional form of artwork with it). But could be a number of attributes, and what those attributes were used for could be determined by the person behind it. It was widely discussed as a new concept, and so far these "bags" with only one set of characters have not been well used (perhaps the project still needs proper guidance), but still have a floor price of 2.15 ETH when this article finished. In addition, there are some well-known projects that have their own propositions, and in general "making a special meaning" is a characteristic of some of the hotter products.
此外, 制作精良的和讨喜的新的美术风格也会更容易获得比较高的人气。
In addition, a well-made new art style is more likely to gain popularity.
第二层”反权威的“含义在整个币圈都是广泛存在的,一方面也许是从业者相对年龄比较小, 一方面可以说本来数字货币的主张就是对传统金融行业的挑战, 因此在NFT的艺术意义上, 也包含了一种反叛的主张, 杜尚说”艺术家决定什么是艺术品“, 而在NFT的艺术层面也许追求的是”让全民决定什么是艺术品, 以及艺术品的价值“。
The second layer of "anti-authority" meaning is widespread in the whole cryptocurrency circle, perhaps because the practitioners are relatively young on the one hand, and on the other hand, it can be said that the original claim of digital currency is a challenger to the traditional financial industry, so in the artistic sense of NFT, it also contains a kind of rebellious claim, Duchamp said "the artist decides what is a work of art", while in the artistic level of NFT, perhaps the pursuit is "to let every people decide what is a work of art, and the value of art".
认同在NFT的价值中是最重要的, 这一点不只是对NFT,向上说对BTC, 甚至对货币本身也是如此。 《人类简史》中说货币是人类讲的最成功的故事, 是有史以来最普遍也是最有效的互信系统, 这种互信越深, 越多的人们“觉得”某个东西越有价值, 这件东西就越有价值。 因此本质上无论是对虚拟货币还是NFT本身,互信和认同越深, 长期来看(短期是会被人为和随机事件改变)这个东西就会越有价值。
Recognition is paramount in the value of NFT, or not only for NFT, but also for BTC, and even for the currency itself. A Brief History of Mankind says that money is the most successful story ever told by mankind, the most universal and effective system of mutual trust ever created, and the deeper this mutual trust is, the more people "feel" that something is valuable, the more valuable it is. So in essence, the deeper the mutual trust and recognition, both for the virtual currency and the NFT itself, the more valuable it will be in the long run (short term, it can be changed by artificial and random events).
NFT的互信的理由比较多样, 可以是美术的风格受到一群人喜欢, 可以是因为持有人在圈子被认可, 也可以是某种特殊的文化符号(其实美术作品似乎也是如此?)
NFT's mutual trust for a variety of reasons, can be the art style by a group of people like, can be because the holder in the circle is recognized, or can be a special cultural symbol (in fact, the artwork seems to be the same?)
喜欢某个风格或者某个艺术家的人单独可以形成一个团体, 他们之间自然而然的形成一种筛选和社交基础。 我能联想到的例子是我被拉进了一个交响乐群, 或者是某个播客节目的粉丝群, 虽然里面并不是所有人都会说话, 但是其中有一部分人, 因为这种共同的爱好会更容易相互熟识。或者对画作来说, 喜欢梵高或者喜欢蒙德里安的人群, 当发现对方也是同好, 自然也更容易接纳对方。
People who like a certain style or artist can form a group individually, and there is a natural filter and social base among them. I can think of examples where I've been drawn into a symphony group or a fan group of a podcast. Not everyone in the group talks daily, but some of them are more likely to get to know each other because of that common interest. Or for paintings, people who like Van Gogh or Mondrian are more likely to accept each other when they find out that they are also good at it.
最近比较有趣的经历是因为买了crypto coven而进入了一个持有者的community, 这个项目的持有人们的认同感, 是远超过之前的交响乐群或者粉丝群的, (可能是小众的团体更容易互相认同), 被非常用心做的PFP系列, 在产品上花了比较多的精力, 而在持有人的社区增长上显得有些佛系。 但正是一些不着急(但有效的)运营手段, 让持有人的质量方面得到了保证, 对这个项目为什么成功, syan.eth的twitter我觉得分析的挺全面了
Recently, I had an interesting experience after I bought two “crypto coven” and entered a community of holders. The sense of identification of the holders of this project is much more than the previous symphony group or fan group, (maybe it is easier for niche groups to identify with each other). They did not use a very aggressive strategy to promote their product, but it's the unhurried (but effective) operation that has ensured the quality of the holders, and I think syan.eth's twitter feed is a comprehensive analysis of why this project is successful
对于这个项目的认同和价值的互相转化可以大概概括为:项目做的认真, 营销手段好 → 持有人越来越强 → 认同和互信感也越来越强 → 项目越来越贵 → 持有人有更大的动力来做一些基于这个项目的项目 → 项目越来越好的循环。
The mutual transformation of the project's recognition and value can be summarized as follows: the project is good, the marketing strategy is good → the better holders are attracted → the recognition and mutual trust is getting stronger → the project is getting more expensive → the holder has more incentive to do some projects based on the project → the project is getting better and better.
相比前后所说的, 这一点似乎就要”土“一些了,他面向了不理性的投资者们,是项目的另一面。
Compared to what was discussed before, this is the “Dark Side” of the NFT project.
因为我们现在也在运营一个社区,所以也去看了一些仅追求短期利益的项目方, 以及一些在社群运营比较强的项目方的做法, 大概过程基本差不多, 首先把数万潜在的购买者拉入Discord server, 在server中项目方会进行一些活动, 从而发放白名单(即可以更早, 更便宜的购买首发NFT的名额), 白名单每个阶段会有每个阶段的任务, 随着任务的发布, 获得白名单也越来越难。 比较成功的典型项目是Invisible Friend,他们的Discord中有数十万人, 大家争抢几千个白名单名额。 而活动的选择, 除了包括做出非常出色的二创, 也包括在Discord中提供有益的回答, 非常活跃(聊天数百句甚至上千句)之后, 再多次完成项目方的任务(任务包括才艺表演, 或者有一些密码学的题目)。 这些题目的主要作用有两个, 一个是筛选用户, 让拥有白名单的用户更容易比较长期的持有自己的NFT; 一个是让每个得到白名单的人都要付出非常多的努力, 努力付出的越多, 得到白名单的人会有更大的概率用比较高的价格购买; 而没有得到白名单的关注者也因为这种门槛的存在, 也会默认这个项目本身是非常难得的, 也倾向于比较高的价格购买。
We are also running a community recently, we also learned strategy from some projects who are only pursuing short-term profits, and projects who are good at community operations. The process is basically the same:
Firstly, thousands of potential buyers are invited into the Discord server, where the project owner will publish some tasks to giveaway whitelist spots (i.e., you can buy the first NFT places earlier and cheaper).The tasks for getting the whitelist in each phase become harder and harder. A typical successful project is “Invisible Friends” which has hundreds of thousands of people on their Discord, competing for 5000 whitelist spots. The selection of activities includes not only making a very good creation, but also providing useful answers in the Discord, being very active (hundreds or even thousands of sentences), and then completing the project's tasks (which can include talent shows, or some cryptography topics) several times. The main purpose of these questions is twofold: one is to filter users, so that users with whitelists are more likely to hold their NFTs for a longer period of time; one is to make everyone who gets a whitelist put in a lot of effort, and the more effort they put in, the higher the probability that they will buy it at a higher price; and the followers who do not get a whitelist will, by default, because of the existence of this threshold The more effort they put in, the more likely they are to buy at a higher price.
这让我想到有一些传销的案例和在人际交往中的心理, ”送上门的不值钱“, 在任何一个有群体心理影响存在的地方都是正确的, 甚至在追求异性时也是正确的……
It reminds me that there are cases of pyramid schemes, and even in interpersonal psychology, where "what easy to get is worthless" which is true anywhere where group psychological influences exist, even in the pursuit of a girl ......
有一点和过去的互联网项目是不同的, 整个区块链, 可以当做是一个人人都可访问的巨大的开放数据库。而NFT记录了一种所有权, 这种所有权也是人人可以访问的。
这就和传统的Web2项目有了本质的不同, 微博因为他有巨大的用户数据而有很大的价值, 腾讯的产品也是一样。
但Web3项目这些数据是公开的,一个新的项目完全可以使用另一个项目的用户(以及其他数据), 这种行为不会被阻止,甚至会带来双赢的结果。
Unlike Web2 Internet projects, the entire blockchain can be thought of as a huge open database that everyone can access. The NFT records information about ownership, and this ownership is also accessible to everyone.
This is fundamentally different from the traditional Web2 project, Twitter has great value because of its huge user data, and so does Facebook’s product.
But Web3 projects are public, so a new project can use another project's users (and other data), and this behavior will not be prevented, and even bring win-win results.
比如继续以Crypto Coven女巫项目来举例, 我们自己在做的是一个Hippy Ghosts嬉皮幽灵的项目, 而Coven中是一个比较知名的项目。新项目的其中一种获客方式是, 我们写一个包含了幽灵和女巫元素的游戏(或者其他产品)让幽灵,和女巫的持有者们, 都可以参与到这个产品中。而不需要得到Crypto Coven项目的同意, 因为一切都是公开的。
For example, continuing with the Crypto Coven witch project as an example, we're working on a Hippy Ghosts project ourselves, and Coven is one of the most famous projects. One way to get customers for us is to write a game (or other kinds of product) with ghost and witch elements and allow both ghost and witch owners can participate in the product. No need to get Crypto Coven's permission, because everything is public.
这样我们在twitter, 或者是coven的社区去宣传, Hippy Ghosts的产品,变成了Coven上面的一层, 为Coven提供了一个新的应用的同时,Coven的用户也有很强烈的意愿进入到Hippy Ghosts的产品中, 这种开放性同时为两个项目提供了价值。而不会和某些通过微信传播的产品, 有可能被微信封杀。
除了区块链本身的技术开放性决定之外, 其他还包括区块链项目的团队一般都很小, 不需要通过垄断来提供利润, 同时因为这种开放性, 也降低了项目在”资源方“花费的成本, 而可以更专心的追求产品本身能带来的收益。 这在过去的产品中是不存在的, 这种对产品本身的资源的倾斜和磨损的降低, 也让Web3应用有发展的更快, 和更健壮的潜力。
In this way, we can advertise on Twitter, or in Coven's community, Hippy Ghosts' product becomes a layer above Coven, providing a new application for Coven while Coven's users have a strong desire to enter Hippy Ghosts' product, and this openness provides value for both projects. And will not be the same as some of the products that spread through Facebook, if it becomes a competitor later, there is a risk of being banned by Facebook.
In addition to the openness of the blockchain technology, the team of the blockchain project is generally very small, so it does not need to provide profits through monopoly, and because of this openness, it also reduces the cost of the project in the "resource side", and can concentrate more on the pursuit of the revenue that the product itself can bring. This is something that did not exist in the past, and this tilting of resources and wear and tear on the product itself gives Web3 applications the potential to grow faster and be more robust.
如上所述, 在一个PFP产品发售前做的每一件事, 都在为一个虚拟产品赋予价值, 进一步说是赋予共识。
As mentioned above, everything that is done before a PFP product goes on sale gives value to a virtual product, and furthermore, gives consensus.
但无论在做什么, 如果只是站在“火星上的酒馆”的意义上, 一定(也许?)不能长期支撑现在每个明星项目的价格, 最终还是需要真的有高价值的产品。
But no matter what you're doing, if you're just standing in the sense of a "pub on Mars" example, it must (or maybe?) be a good idea. It's not going to be able to sustain the price of every star project in the long run, and ultimately it needs to be a really high value product.
Metaverse也许是个方向, 但和AR/VR无关。没有人知道未来是什么样, 我们要做的只是用快速的迭代知道哪些事情是不对的而已;我记得有一天听到一个播客中的说法, 在web1中上网只是一小部分年轻人的方式。在web2中这种方式普及给了所有人; 而web2中有一些游戏中的扮演的方式, 也许也在web3中普及给所有人, 这种普及的方式不一定是VR/AR, 甚至不一定是游戏。这是个挺好的角度, 在用户也许metaverse中真的要完成一种多身份的普及, 这是我们目前产品想要完成的。 但是也许后来发现也没有意义, 那只要看接下来做下一个产品就好。
The Metaverse may be the way to go, but it has nothing to do with AR/VR (Sorry Meta). No one knows what the future looks like, all we have to do is iterate fast to know what's wrong; I remember hearing a podcast one day that in web1 the internet was only a way for a small group of young people. In web2, it is accepted by everyone; and in web2, there's some way to play in games with a role, and maybe in web3, it's accepted by everyone, that's not necessarily VR/AR, and it's not necessarily even games.
That's a good perspective, in that the user might really want to accomplish a kind of multi-identity popularization in the metaverse, which is what we want to accomplish with our current product. But maybe it turns out later that it doesn't make sense either, so just see what we do next.
但至少在现在这个时间点已经有很多获得了, 认识了许许多多很年轻的充满才华的人们;了解了怎么用尽可能民主和高效的方式去分配和提高效率, 这种方式甚至也影响了我对传统行业公司中分配方式的考虑;Web3也好NFT也好, 他们的未来都是新的生产关系的不同表现形式, 而未来一定会出现的越来越好的产品, 都是这些新的生产方式带来的结果而已。
But at least at this point in time, I have gained a lot, I met a lot of young and talented people, learned how to distribute and improve efficiency in a democratic and efficient way. This has even influenced my consideration of distribution in traditional industry companies;
Web3 or NFT, their future is a different expression of new production form, and the better and better products that will definitely appear in the future are the result of these new production methods.