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As traditional content creators grapple with platform algorithms and diminishing returns, a new paradigm is emerging at the intersection of Web3 and digital marketing. Harry Horsfall, CEO of Flight3, is at the forefront of this transformation, helping big brands and creators navigate what he sees as the biggest shift in digital monetization since social media.
The State of Web3 Adoption
Drawing parallels to the early days of the Internet, Horsfall offers an illuminating perspective: “Bitcoin has the same number of users as the Internet did in 1997. We’re at roughly a similar point.” This comparison provides context on both the current state of Web3 and its potential future trajectory, particularly for creators looking to innovate in this area.
The challenge, according to Horsfall, lies in the gap between hype and development. “The hype moves faster than the builders,” he notes, referring to past stock valuations where Cardano’s white paper was worth more than SpaceX’s current rocket technology. This disconnect has led to boom-and-bust cycles that can deter new entrants, including content creators, from entering the space.
Regulatory challenges and opportunities
In the UK, where Flight3 is based, regulatory clarity remains a crucial challenge for Web3 adoption, particularly for creators looking to monetize their content in new ways. “Our main goal is to protect consumers from tugging, bad actors and scammers,” emphasizes Horsfall. “But at the same time, we can’t block innovation.”
He cites Dubai and Switzerland as examples of proactive regulatory approaches. “In Dubai, they change the law every week,” he notes, explaining how this has attracted digital entrepreneurs and creative professionals. Switzerland’s two-year sandbox approach also created a safe space for innovation while maintaining oversight.
The Evolution of Web3 Marketing and the Creator Economy
Flight3 specializes in three key areas: creative, growth and events, with a particular focus on helping creators and brands take advantage of Web3 technologies. Their work ranges from founder profiling to on-chain analysis, but perhaps more importantly, they focus on building community. States Horsfall. “A community must be built over time.”
The agency recently demonstrated this philosophy with its Zebu Live event in London, which attracted nearly 4,000 attendees from 40 different countries, including content creators, traditional media companies and Web3 innovators. The event showcased how established institutions and independent creators are increasingly engaging with Web3 technologies.
Harry Horsfall and Steven Bartlett at Zebu Live
Transforming the creator economy with Web3
For content creators and producers, Web3 presents revolutionary opportunities. “Web One has been read, Web Two has been read and written, and Web Three is read, owned and written,” says Horsfall. This development allows creators to retain ownership of their data and receive direct compensation in the form of micropayments and royalties.
“If you look at Spotify, for a million plays you get $4,000 – that’s not a lot if you’re a mid-tier artist,” notes Horsfall. “If we go back to selling as a rare collectible NFT, you get the track, you get backend access to an artist, you get free concert tickets, you get free content, there will be a real way for super fans to build their community.”
The potential of creators extends beyond just music. Horsfall envisions a future in which creators can “token access” their content, creating exclusive communities and direct revenue streams. “As a result, fans who are not mega fans can start generating relatively good revenue,” he explains.
However, challenges remain, particularly around transaction costs and user experience. “We are still at this critical stage where we are talking about the how and not the why,” notes Horsfall, emphasizing the need for further infrastructure development. He cites Reddit’s successful implementation of “digital collectibles” as an example of seamless Web3 integration: “Reddit has done it very well with their digital collectibles.” Everyone’s avatar became an NFT. They had 50,000. Everyone got a share of the revenue. “
Looking to the future
Flight3’s vision extends beyond just Web3 marketing and reinvents how creators can monetize and engage with their audiences. They aim to be the bridge between traditional content creation and blockchain technology. Horsfall predicts significant developments in areas such as Bitcoin DeFi, real-world on-chain assets, and new creator monetization models.
“You don’t have to be first. You have to be the best,” says Horsfall, drawing a parallel with Apple’s strategy for success. As Web3 technology evolves and regulation catches up, Flight3 is positioning itself to help shape the future of digital content creation and audience engagement in this new paradigm.
The journey from Horsfall’s first Bitcoin event in 2013 to today’s large-scale Web3 conferences demonstrates how far the industry has come. Yet, as he repeatedly points out, we are still in the early stages of this technological revolution. For creators looking to enter this space, the key is finding the right balance between innovation and practical implementation.
Excerpts taken from an episode of the Business of Creators podcast, where industry leaders share their perspectives on the creator economy.
