Gunnar Greve: Alan Walker, The Metaverse, and Why Web3 Will “Totally Change the Music Industry”

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Gunnar Gref sincerely believes that Web3 and decentralized networks are on the verge of disrupting the music industry. in the right direction.

Greve is the longtime director of Alan Walker, the Norwegian-British electronic music sensation whose audio and video tracks have streamed at least 50 billion (!) times (including user-generated content) – including more than 5 billion times in China.

Additionally, Greve is a co-author of Alan Walker’s music (including the 2015 World Mega-smash, fade away).

But that’s all just part of the reason why Greve is joining MBW founder Tim Ingham on this MBW podcast (supported by Voly Musique).

Alan Walker’s career is closely related to the world of video games.

Walker is an expert in video game design and he is very proud of him. His music career started when he was a teenager, he started sharing his epic compositions with other video game fans online.

Today, Walker (with help from Greve) has designed his own fictional world – The World Of Walker – where his fans, The Walkers, are (unsurprisingly!) the good guys.

That world extends to Walker’s music videos, which have racked up over 11 billion views on his YouTube channel – which also happens to be number 11 on the platform’s list of the world’s largest music artists.

It’s not a huge shock, then, that Gunnar and Alan are somewhat excited about the possibilities of combining Web3 with music – and the impact it can have on artist-fan relationships.

If you’re a bit sick of all the chatter about the metaverse, NFTs, and blockchain, this is the encouragement talk you need.

Listen above or read the edited and abridged highlights of the discussion below.


Can you explain to us how Alan’s career differed from that of an ordinary artist?

I found Alan on YouTube and first met them in person in 2015.

For me, Alan opened this game world and [related] Internet communities. Coming from hip-hop music in the 90s, [I saw] Many similarities and similarities with sub-cultural movements [in the online video games communities].

It was a breathtaking open door, and an invitation to the world of an online community of gamers and creators. I formed my own vision of how to build [Alan’s] The brand and approach we should take when trying to cater to an audience that has a high level of skepticism when it comes to new content and new creativity.

The mask was a sign of solidarity and unity: anyone could be Walker and Alan Walker [himself] It could be any of his gaits. It’s a powerful message. »

Many people ask, what is this mask? Is he hiding? [Walker’s ‘uniform’ as an artist is a baseball cap and mask, making him hard to identify in a crowd.]

You can see we’ve been watching for a bit Mr. Robot on time! But it was a lot [about] It caters to a young class of online gamers and an online community where equality is paramount. The mask was a sign of solidarity and unity: anyone could be Walker and Alan Walker [himself] It could be any of his gaits. It is a sublime message.

When I met Alan, he had developed his first mobile game when he was 14 years old. And on my first night at home with The Walkers – The Real Walkers, aka his family! – Alan and his younger brother were lying on the floor, assembling computers, circuit boards and all.

We really wanted to create something beyond just a DJ or a song – we wanted to create something that people could kind of live with in our world.


What about Walker’s world?

We wanted to create this universe where The Walkers is a movement, a community of solidarity, a vision and a goal, uniting to create a better world for all.

We’re starting to build the story basically 3,000 years in time and a few hundred years in the future. You follow the ancient infantry and the modern infantry with Alan [at the] heart. [It] It has truly become a diverse world of immersive entertainment: go to fandom wiki and you can read pages, pages, pages about different characters, events, locations and environments. We have everything from avatars to drones to complex scenarios. [The drones Greve discusses are based on designs created by the artist Beeple, who famously sold an NFT for $69 million last year.]

We wanted to create this closed [World Of Walker] Community, closed platform. We now have approximately 103,000 registered infantrymen. It’s a secret platform, you have an identity, and it’s just a number. Alan is Walker’s number zero. I am the number one walker!

“We wanted to create this closure [World Of Walker] Community, closed platform. We now have approximately 103,000 registered infantrymen.

Whether it’s fan fiction sharing or just a community forum where you chat and chat with your fans [about] Where is your next party [should be]. Giving fans the opportunity to get involved and start their own activities has made this community increasingly vibrant.

What’s below the line is Aya Walker. That’s what my head, my time and my passion have fully absorbed in the past six months and probably next year.

We didn’t know when we started [World of Walker] In 2015 that metaverse will be the future. But sitting here now with the community, with Alan with his music and his fan base and everything around him, it feels like the Metaverse couldn’t have come at a better time.


Alan recently struck a deal with CORITE, a fan funding platform that is now incorporating blockchain and Web3 elements into its business. Can this model change the future of the music industry? The idea of ​​fans taking a stake and getting a return on investing in an artist they love? Could it even change the historical dynamic, as artists received developments from a brand as a primary source of funding?

For what it’s worth, I think it’s not just a threat, I think Web3, the decentralized economy, fan-led or fan-fueled activities, engagement, and direct engagement. that it [a relationship of] the creator Co-creator It will completely change – a complete 180 degree change – not just the music industry, but the entertainment industry as a whole.

If you look closely and dig a little deeper, you will see that the gaming industry is really changing as a result, [with] These opportunities and new technologies are coming.

“They really see how decentralized but also decentralized economy consumption – Personalized and personalized experiences, content, and music – will completely change the industry we all love to live in.

you know, [the Corite deal might] strange voice. Why work with a fan-funded platform? Alan does not need financing. It would almost be rude for a man with so many followers, opinions and flow to ask people to fund this news. But it’s not about that.

Corite represents a very interesting and exciting team, but also a state of mind and a vision for the future. I think a lot of new and emerging artists will find their breakthrough through a fan-funded and fan-funded platform.

But what I find most interesting about these guys – and the world of Web3 and blockchain technology in general – is the fact that they really see how decentralized but also decentralized economy is. consumption – Personalized and personalized experiences, content, and music – will completely change the industry we all love to live in.


What about NFTs? A scam or the future?

nothing [many] markets or [NFT] Players who have not contacted us in the past three years. He offered us a lot of money [to do Alan Walker NFTs]It’s almost, in my opinion, a bit shameful.

I think the NFT as seen [them] The last couple of years have been a wave and a bit of a bubble. Mainly because people don’t really understand [Web3] For now, how to use it and what to use it for.

For us, big auctions and head-to-head matches [NFT sales] Really not interesting. At the end of the day, it’s driven by 3,000 to 4,000 heavy crypto whales [enthusiasts/investors]And the value of what is paid [versus what is being] generated is not consistent – it does not reflect as it should.

We’ve explored and done a lot of work – observing the failures and successes of others – to really see how NFT will become an essential and inevitable part of everything we do. And for that, I think you have to look at the gaming world again.

” nothing [many] markets or [NFT] Players who have not contacted us in the past three years. He offered us a lot of money [to do Alan Walker NFTs]It’s almost, in my opinion, a bit shameful.

I don’t know if you know Axie Infini or some NFT game that has now built an entire token economy around their games.

Axie Infinity is a very simple avatar game, where you buy your avatar as an NFT, instantly create a wallet, and perform all in-game transactions and interactions on the blockchain.

[It has] 1.5 million monthly active users and $4 billion in transactions. understand what [NFTs] be; It’s not about creating a fancy video and selling it for $2 million online. It’s about creating public services and assets that can survive, and that can create value for the future for whoever owns them.

Everyone who approaches [NFTs] Like grabbing cash he’ll fall and hit himself in the head – or somewhere less fun – because that’s really not what it’s about.

NFT is going to be a big part for artists who understand it, and now I’m seeing some artists who are really starting to understand that.

I can’t wait to share with the world what we have in store.


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