Snoop Dogg, the famous rapper and actor, has now added another venture to his growing list of Web3 partnerships: the live streaming app Shiller. The app is a live broadcast platform that aims to combine Web3 technology with real-time live streaming content, and the rap star has been named as a co-founder of the app alongside technology entrepreneur Sam Jones.
Shiller is a platform that intends to democratize the creation and distribution of content using blockchain technology to eliminate intermediaries. The platform is still in development and has been delayed until April this year, but when launched, it will provide content creators with complete ownership over their content and the monetization that flows from it. Content creators can use the platform to “token-gate” their streams and promote non-fungible tokens or other products from e-commerce websites.
One significant advantage of using blockchain technology is that content creators can be paid out in cryptocurrencies such as Ether (ETH) or NFTs, which can be cashed out as fiat. This move toward Web3 technology is consistent with the broader creator economy movement worldwide.
The creator economy movement is all about providing creators with complete ownership over their content and the monetization that flows from it. While “Web1” enabled users to write HTML and read content, “Web2” enabled user-to-user interactions — which was brought to the masses by a few social media monopolies, such as Facebook, Google, and YouTube.
The “Web3” movement aims to eliminate these intermediaries by providing creators with complete ownership over their content and the monetization that flows from it. Decentralized messaging platforms are starting to emerge too, with Nostr being one example. Backed by Jack Dorsey, Nostr aims to be a “Twitter killer” by providing encrypted end-to-end private messaging using a decentralized network. The platform also comes with built-in Bitcoin (BTC) payments on the Lightning network.
This move towards Web3 technology is a significant shift in the economy, enabling creators to have complete control over their creations’ distribution and monetization. NFTs have already revolutionized the music industry, allowing independent artists to monetize their work and build a fan base, and new platforms like Shiller or Nostr may enable even more creators to do the same.
Snoop Dogg has been at the forefront of this trend, with his numerous partnerships in the Web3 space. In 2021, he partnered with the Sandbox metaverse to launch an NFT collection called “Snoop Avatars” and released a hip-hop single titled “A Hard Working Man,” which was later accompanied by a 50,000-piece NFT drop. He also partnered with Yuga Labs to perform on a metaverse-transformed stage at MTV’s Video Music Awards on Aug. 29.
In March 2022, Snoop Dogg also partnered with crypto casino Roobet, where he will serve as the firm’s “Chief Ganjaroo Officer.”
In conclusion, Snoop Dogg’s latest partnership with Shiller, a live streaming app, adds another Web3 partnership to his growing list. Shiller aims to democratize the creation and distribution of content while providing creators with a means to monetize their content using blockchain technology. This partnership is part of the broader creator economy movement, which seeks to eliminate intermediaries and provide creators with complete ownership over their content and the monetization that flows from it.