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Outland: Developing Crypto Art Community Brand Culture through NFTs
內容大綱
Outland provided a global communication and exhibition platform for artists and collectors. Outland conducted art transactions in the form of cryptocurrencies, addressing challenges prevalent in the traditional creator economy. Renowned artist James Jean collaborated with Outland in 2022 to release a new hand-drawn digital art series called Fragments. The series received widespread acclaim. The fans had high expectations for Fragments’ narrative derivative work, "Adrift," set to launch in 2023. The platform aimed to establish a fan community centred around Jean and his work. However, fans wanted to interact with the artist and participate in the secondary creation of his work, while also receiving better financial returns. How would Outland establish an intellectual property licensing mechanism to increase non-fungible token (NFT) creators and holders an enhanced financial return?
學習目標
This case is suitable for strategy, brand management, marketing and operations management courses for undergraduate and graduate students, especially those focused on NFT. After working through the case and assignment questions, students would be able to do the following:<ul><li>Describe the characteristics and challenges of the creator economy in the traditional internet era.</li><li>Explain the changes that non-fungible tokens (NFT) brought to the creator economy.</li><li>Outline the process of building brand assets through the crypto art community using NFTs.</li><li>Discuss the strategies for intellectual property licensing in the field of crypto art.</li></ul>