Zoe Scaman Profile picture
Founder @ Bodacious, a strategy studio + building Midnight Racer 🦾⚡️💬 fandoms, creators, brands, blockchain + entertainment:https://t.co/Waa8vHTREk
sɐןoɥɔıu ןǝɐɥɔıɯ Profile picture andrew Profile picture 2 added to My Authors
Dec 28, 2021 4 tweets 1 min read
1/ When it comes to Web3 we need to disentangle ‘ownership’ from ‘money’. The two are not the same.

Right now, one of the biggest issues with perception is that it’s a Ponzi scheme based on cash grabs. From the outside, that’s kind of fair. 2/ But the true promise of Web3 is ownership, which is in a totally different realm than speculation & flipping.

Ownership means having a stake, controlling your own assets, deciding your worth, contributing on your terms, determining what you want to give your time & effort to
Dec 27, 2021 5 tweets 1 min read
Nation states are a relatively modern concept & there's no reason to think they should last forever. Just as the printing press disrupted societal structures from 'divine rulers' to democracies, so too will the next iteration of the internet & blockchain.

readthegeneralist.com/briefing/the-d… 'The most influential civilization-scale entities will exist entirely online, a consequence of digital lives becoming more valuable than physical ones. “Decentralized countries” will coordinate and govern our virtual terrain.'
Dec 27, 2021 4 tweets 1 min read
"Many of the ideas on how to organize human society have been around forever, but technologies make them feasible and infeasible by turns."

sotonye.substack.com/p/if-einstein-… "Today, it is not just God that is dead. It is the State that is dying. Because in the early innings of the 21st century, faith in the State is plummeting. Faith in God has crashed too It is the Network that is the next Leviathan"
Dec 16, 2021 5 tweets 2 min read
Every brand should read this:

-How an NFT looks matters very little
-A successful NFT project starts with community
-NFT projects reward specificity
-They need an evolving roadmap
-Not all brands need an NFT
-Most agencies don’t understand the space

coindesk.com/policy/2021/12… "Companies should ask any agency pitching about an NFT project to explain their favorite NFT project and what attributes their favorite projects share. Ask to see their OpenSea wallet to see how many NFTs they own and to describe their favorites..."
Dec 15, 2021 13 tweets 4 min read
1/

Can we please get past the brand world view that NFTs are just 'stuff' that anyone in crypto land will buy or trivial PR stunts?

So far we've seen Pepsi, Applebees, McDonalds, Dominos & Marriott Hotels (to name a few) drop NFT projects that I will generously describe as crap 2/

Web3 may be rife with speculation, over hyped jpegs & pump & dumps, but that's only a small portion of what's happening here.

Yet the brands (on the whole) who have jumped in have simply replicated the worst practices & case studies.

Why?!
Dec 15, 2021 5 tweets 1 min read
1/

The term ‘metaverse’ originated in a dark, dystopian novel & when we think of it, we often think of dark & dystopian ends because that’s what we’ve been fed through entertainment - Ready Player One, Bladerunner, Logan’s Run.

So it’s no wonder that so many are worrying. 2/

But technology is a tool, not a predetermined outcome. It’s neutral, but it’s what we do with it that charts it’s course.

If we feed ourselves fear-based narratives, looking at everything through a lens of impending doom, how is that helpful?
Mar 24, 2021 4 tweets 1 min read
I’ve figured out a way to stop the Twitter DM bad behaviour

From now on, if you send me an unsolicited dick pic or a shitty message, I’m going to turn it into an NFT, etching it onto the blockchain with your name attached as the artist

You want it gone? You’ll have to pay me 😉 Update: nftthedp.com is now mine.

Watch this space 👀🍆🔥
Nov 24, 2020 11 tweets 3 min read
This interview with Alex Zhu, (now VP of Product at ByteDance/TikTok) back in 2016, when he was at Music.ly is SO interesting & gives an insight into where the inspo for TikTok came from & what they're building towards.

A few key points...

blakeir.com/Alex-Zhu-TikTo… 1/ If you want to build a new user-generated content platform or social network then the content has to be extremely light. The content creation AND consumption need to happen within seconds, not minutes.
Oct 29, 2020 17 tweets 6 min read
1/16

No surprise at all.

Alessandro Michele is a genius, not only as a creative, but as a brand thinker. He has reinvented Gucci for a new era, unafraid to challenge the very nature of what constitutes a luxury brand, who they market to, where they show up, how they behave... 2/16

Their recent partnership with 3D Avatar company, Geenie allows customers to create their own virtual self, via which they can try on new clothes and styles. Image
Oct 28, 2020 11 tweets 3 min read
Right now, I’m lucky enough to be working with a superstar athlete in the NBA to build his brand, kickstart his fandom and to explore how a basketball team can evolve into a multifaceted entertainment franchise.

I am learning a lot and having SO much fun in the process. But this isn’t something that only this particular NBA player should be spending time and energy on, it’s of critical importance for all athletes (and celebrities).

In a recent study, it was revealed that just 53% of Gen Zers identify as sports fans.

morningconsult.com/2020/09/28/gen…
Oct 28, 2020 4 tweets 2 min read
🚨NEW PODCAST CHAT🚨

I sat down with @apierno for his ‘The Strategy Inside Everything’ podcast to talk about fandoms, the new dynamics of creative control and how brands can tap into these shifting behaviours and expectations.

zoescaman.substack.com/p/fandom-and-t… On CPG brands and fandom dynamics...
Oct 27, 2020 8 tweets 3 min read
When it comes to the concept of 'community', most brands and marketers see it purely as building a following who they can then broadcast out to on a regular basis, without having to shell out more and more ad-cash to reach them.

But they're missing an important point... True communities are not passive recipients of communications, they are peer-to-peer, participative players, with whom you can create insanely valuable feedback loops, which help to drive the brand and business forwards.

They are GENERATIVE.
Oct 25, 2020 11 tweets 4 min read
1/8

Last night, Billie Eilish smashed it out of the park with her ticketed livestream event 'WHERE DO WE GO?'

It was an absolute masterclass in multi-media, fan-fuelled, hype-driven, insane quality entertainment. 2/8

The event was priced at $30 a pop, a lot for her young fans in the midst of a pandemic, but it didn't prove a barrier for their love of Billie.

She worked with Spotify to tease content ahead of the event, releasing fan-focused ltd edition merch

Aug 30, 2020 5 tweets 3 min read
1/5

In a talk I did earlier this year about big entertainment trends that were rapidly reshaping the wider landscape, I mentioned that the boundaries between content, commerce & community would soon be blurring into one.

Well, I wasn't far off... 2/5

This fantastic deep-dive presentation details the new formula that makes up what they've coined 'interactive ecommerce' - combining recommendation, community & entertainment.

It then delves into the best example of it in the world today, Pinduoduo

dropbox.com/s/dkkv5b3ru06t…
Aug 18, 2020 8 tweets 3 min read
1/8

The advertising industry should be quaking in their boots right about now.

Because they are being intensely squeezed on all sides - creativity, content & distribution

And I'm willing to bet that most can't even see what's happening & how fast it's coming around the bend 2/8

On one side, you've got the Gen Z/TikTok creators who are making their own insane content with unrestricted imagination, limitless experimentation & platforms that can push it out to millions, making them an overnight success.

Aug 13, 2020 7 tweets 3 min read
1/3

Today, Epic Games pulled off a massive 'fuck you' to Apple by bypassing the iOS payments demand of 30% commission for in-iOS payments, by offering their own Epic Payments option that was both easier AND 20% cheaper - as a push back against Apple's gatekeeper status 2/3

In response, Apple pulled the Epic/Fortnite app from the app store altogether, because to NOT do so, would be to open up a challenge from all apps/brands within iOS against commission fees.