Welcome to Web3 Por Favor, where I explore the future of consumer applications. Catch me on Twitter to chat all things Web3. All views in this blog are my own and do not necessarily represent the views of my employer, Foundation.

This past Friday I went to Fluf Haus LA, which was an exclusive IRL event for token holders put on by Fluf World at the Peterson Auto Museum (great venue btw). Fluf World (full disclosure: I own NFTs from this project) is an NFT collection composed of adorable/funny looking animated rabbit avatars. The project has created an ecosystem around these bunnies, including Party Bears and Thingies and there is a virtual world being built in which token holders will be able to explore and interact.

Given that this was my first party hosted by an NFT project, I had no idea what to expect. As soon as I arrived at the museum and I saw a step and repeat photo banner, I knew that this was going to be a full-on production. On the first floor was a makeshift bar surrounded expensive automobiles exhibited at the museum. As people made their way up to the second floor there was a lounge area that led to a rooftop parking lot that was fully outfitted in football-themed decor with a large stage at the end. And on that stage, none other than T-Pain was performing!

On either side of the stage were brands that were serving appetizers, drinks, and ice cream - all for free. And of course, there was a gift shop area where people could buy various types of Fluf World apparel.

Web3 brands are paving a new path

What Fluf World hosted was not a first in the NFT world - BAYC has hosted lavish parties before and I’m sure there are other NFT projects that have done the same. But what is clear is that a new playbook is being created for building brands, which can be leveraged to monetize virtually anything.

BAYC is the most prominent example here. In October 2021, they signed a talent representation deal with Guy Oseary, who previously has managed Madonna and U2. He has very ambitious goals for the project, and “the goal is to create film, television and gaming content.” In any one of these verticals it’s easy to imagine vivid storylines getting created that take the project even more mainstream.

I wouldn’t be surprised if Fluf World, or any other NFT project with a big and fervent community, attempted to follow a similar path and I fully expect these new web3 brands to infiltrate the mainstream across a number of media verticals.

Beyond media, imagine NTF projects associated with:

• cereal
• action figures
• clothing line
• conferences
• branded home goods

Ready or not, it’s coming and as playbooks become increasingly clear there will be more and more NFT projects looking to follow it.