Have you yet started to
formulate a coherentHave you yet started to
formulate a coherent Web3 strategyfor your own brand?
The chances are that for many, their answer to that question will be a flat
“no”. However, some inspiration may be forthcoming from the latest step taken
by the men’s magazine, GQ, into the metaverse.
As reported by the fellow Condé
Nast-owned title, Vogue Business, GQ has made the decision to
establish a presence on the social platform Discord. But what are the reasons
for this, and what can we expect from the brand’s broader Web3 strategy going
forward?
Magazine aims to appeal
to ‘early adopters’ of Web3
While much of the conversation
about Web3 and precisely what will be entailed in many brands’ engagement with
it has only just gathered serious momentum recently, it is intriguing to see an
entity like GQ take this bold a step.
Describing the setting up of the
new Discord server – which will be called GQ3 – as “the first step in the Condé
Nast-owned title’s Web3 strategy”, Vogue Business reported that GQ
was making such a move into the metaverse “to discuss hot topics, share daily
‘fits’ and give followers access to forthcoming project drops.”
The Vogue Business report
added that GQ was looking to use the Discord server to “tap into the
platform’s growing streetwear and sneakerhead audiences, which overlap with GQ
readers’ interests.”
“We are throwing a
party… and you are invited”
Although Discord started life as
a chat platform for gamers, in more recent times it has become known for its
streetwear and sneaker communities, as well as NFT collectors and those curious
about all things crypto.
In the words of GQ’s
executive director of global audience development and social media, Joel
Pavelski: “The way that we are thinking about it is we are throwing a party, GQ
is the host, Discord is the venue and you are invited.
“It kept coming from the
audience: they really deeply care about GQ writers, editors and
photographers, and getting to know them and getting to understand the process,
so we are looking for ways to foster more of that and set ourselves up for
experimenting with our NFT, Web3 and metaverse future.”
Vogue Business further reported that the first 1,000 members to join would be
granted an “OG” role giving them first dibs on future giveaways and drops, and
would also have the chance to connect their NFT wallets, which raises the
prospect of possible future NFT drops.
Although the server will be
United States-centric, enthusiasts from across the world will be able to access
it, with Pavelski suggesting that there could eventually be language-specific
channels. In the meantime, channels will be hosted by GQ3 for the likes of
daily outfit “fit checks” and “style in the wild”, which will draw attention to
celebrity fashion.
Pavelski also said there would
be special sections for certain members, with the possibility of this being extended
in the future – for instance, to holders of NFTs.
Insisting that the project is
“not a one-way self-promotion firehose”, he expressed his hopes that the
consumers of GQ content such as long-form articles, reviews and
interviews would head to Discord to “see what other people who care about style
and fashion are saying about this. Hopefully it will form a deeper ability to
have more of an experience around that, versus reading a story and bouncing
out.”
Web3: it’s not just
about GQ
Are we excited about what the
GQ3 server’s developments and prospects could mean for Web3 strategy
initiatives being put in place by all manner of other brands in the luxury and
fashion sectors? You can bet we are.
And if you are fascinated to
learn how your own organisation could support its growth with its own fledgling
involvement in Web3, our team here at Skywire
Londonwould be happy to have that conversation with you about the
technology’s abundant potential.
for your own brand?
The chances are that for many, their answer to that question will be a flat
“no”. However, some inspiration may be forthcoming from the latest step taken
by the men’s magazine, GQ, into the metaverse.
As reported by the fellow Condé
Nast-owned title, Vogue Business, GQ has made the decision to
establish a presence on the social platform Discord. But what are the reasons
for this, and what can we expect from the brand’s broader Web3 strategy going
forward?
Magazine aims to appeal
to ‘early adopters’ of Web3
While much of the conversation
about Web3 and precisely what will be entailed in many brands’ engagement with
it has only just gathered serious momentum recently, it is intriguing to see an
entity like GQ take this bold a step.
Describing the setting up of the
new Discord server – which will be called GQ3 – as “the first step in the Condé
Nast-owned title’s Web3 strategy”, Vogue Business reported that GQ
was making such a move into the metaverse “to discuss hot topics, share daily
‘fits’ and give followers access to forthcoming project drops.”
The Vogue Business report
added that GQ was looking to use the Discord server to “tap into the
platform’s growing streetwear and sneakerhead audiences, which overlap with GQ
readers’ interests.”
“We are throwing a
party… and you are invited”
Although Discord started life as
a chat platform for gamers, in more recent times it has become known for its
streetwear and sneaker communities, as well as NFT collectors and those curious
about all things crypto.
In the words of GQ’s
executive director of global audience development and social media, Joel
Pavelski: “The way that we are thinking about it is we are throwing a party, GQ
is the host, Discord is the venue and you are invited.
“It kept coming from the
audience: they really deeply care about GQ writers, editors and
photographers, and getting to know them and getting to understand the process,
so we are looking for ways to foster more of that and set ourselves up for
experimenting with our NFT, Web3 and metaverse future.”
Vogue Business further reported that the first 1,000 members to join would be
granted an “OG” role giving them first dibs on future giveaways and drops, and
would also have the chance to connect their NFT wallets, which raises the
prospect of possible future NFT drops.
Although the server will be
United States-centric, enthusiasts from across the world will be able to access
it, with Pavelski suggesting that there could eventually be language-specific
channels. In the meantime, channels will be hosted by GQ3 for the likes of
daily outfit “fit checks” and “style in the wild”, which will draw attention to
celebrity fashion.
Pavelski also said there would
be special sections for certain members, with the possibility of this being extended
in the future – for instance, to holders of NFTs.
Insisting that the project is
“not a one-way self-promotion firehose”, he expressed his hopes that the
consumers of GQ content such as long-form articles, reviews and
interviews would head to Discord to “see what other people who care about style
and fashion are saying about this. Hopefully it will form a deeper ability to
have more of an experience around that, versus reading a story and bouncing
out.”
Web3: it’s not just
about GQ
Are we excited about what the
GQ3 server’s developments and prospects could mean for Web3 strategy
initiatives being put in place by all manner of other brands in the luxury and
fashion sectors? You can bet we are.
And if you are fascinated to
learn how your own organisation could support its growth with its own fledgling
involvement in Web3, our team here at Skywire
Londonwould be happy to have that conversation with you about the
technology’s abundant potential.