Futureverse's acquisition of Candy Digital is making waves, promising a future where brands and fans connect in unprecedented ways within the metaverse. The opportunity for MLB, Netflix and Warner Bros. Discovery to open up new revenue streams is huge. Will this merger truly help independent creators and the millions of fans who power the creator economy, or just line the pockets of some already huge companies?

Whose Metaverse Is It Anyway?

The press releases are heavy on buzzwords such as “immersion experiences” and “brand engagement.” One thing is certain—are we building a metaverse for the brands, or for the people? Think of it like this: imagine if YouTube only promoted videos from Disney and Netflix. To think those companies wouldn’t be overjoyed to receive that kind of publicity. What about the indie filmmakers, animators, and musicians that first created the ecosystem for the platform to thrive in? Would they even get a fair shot at being seen? That’s the fear that’s currently seeping into every corner of the creator ecosystem.

Futureverse’s approach is to bake the protection of IP into its core technology. All of that sounds fantastic, and indeed it is a huge improvement in protecting existing intellectual property. What goes without mention is the impact this has on the creation of new IP. Could this protect-the-status-quo-first approach dampen innovation and experimentation? Will indie creators be locked out? They tend to be on the fringes— shawties —often working on their own shoestring budget and relying on remixing and reinterpreting existing works.

Fair Pay, Fair Play in the Metaverse?

Here's a hard truth: the internet is littered with the corpses of platforms that promised creators exposure but delivered exploitation. Remember Vine? An explosion of cultural activity was unleashed, all made possible through the hundreds of hours of creative labor by our city’s emerging, creative class. Instead, without warning, it was killed, abandoning its creators.

Futureverse needs to demonstrate a commitment to fair compensation and control. Creators should have the right to monetize their work, control their data (a hot topic!), and participate in the governance of the platform. This isn’t all touchy feely stuff – it’s essential to creating a healthy, self-sustaining ecosystem. Picture this—creators receive a cut from each transaction related to their creations. Within this new world, users would wield new power to directly vote on platform policies, while being publicly recognized and financially rewarded for their contributions. Now, that’s the kind of metaverse that would actually put creators in control.

Futureverse needs to put more effort into supporting creator education and development programs. Support creators working in the metaverse. Teach them how to raise their profiles and protect their creative content. Provide them with the information that will help them thrive, rather than only the regulations they must comply with.

Decentralization: The Creator's Best Friend?

Futureverse’s layer-1 blockchain, The Root Network, may have a key to this puzzle. If it really is built to be open and permissionless, that’ll be a real game changer. Consider it like the difference between a walled garden and an open expansive field. In a walled garden, all the content is closely monitored and curated. In an open field, creators can build their own applications and services on top of the platform, fostering innovation and competition.

Decentralization isn't a magic bullet. Thoughtful implementation is needed to avoid a recipe for disorder. Smart implementation will prevent Washington, Wall Street, and corporate interests from taking control of this once-in-a-generation opportunity. Going forward, Futureverse should follow through on its commitment to actively developing a decentralized ecosystem, making sure creators can control their own communities and economies.

Imagine how DAOs (Decentralized Autonomous Organizations) could help govern the Futureverse ecosystem. DAOs would empower creators and fans to democratically decide how platforms set policies, where they spend their money, and how they moderate content. This would help ensure we build a truly community-driven platform that is about more than just the top-down government.

What About the Fans?

Last but not least are the fans, the lifeblood of any thriving entertainment ecosystem. Fans should have the right to own and control their digital assets, participate in the creation of content, and connect with other fans in meaningful ways.

Futureverse needs to prioritize the fan experience, making it easy for fans to discover new content, connect with their favorite creators, and participate in the metaverse ecosystem.

  • Digital Ownership: Fans should be able to own and trade their digital collectibles, just like they own physical collectibles.
  • Content Creation: Fans should be able to create their own content and share it with other fans.
  • Community Building: Fans should be able to connect with other fans in meaningful ways, forming communities around their favorite brands and creators.

Futureverse is walking a tightrope. Major brands have the power to bring everyone – dominators and challengers alike – to scale. And they’re hungry to tap into new revenue opportunities and connect with their loyal fans in fresh ways. On the flip side, you’ll discover a dynamic and inspiring community of independent creators. These passionate fans will play a key role in ensuring the metaverse’s long-term success.

Balancing Act: Brand Power vs. Freedom

To be able to truly empower the creators and fans Futureverse envisions, we need to find the right balance between brand power and creator freedom. To do that, it’ll take a commitment to fair compensation, decentralized governance, and putting the fan experience first. It requires recognizing that the metaverse isn't just a new marketing channel for brands; it's a new world, one that should be built by everyone, for everyone.

The future of this supposed metaverse rests on it. If Futureverse can do what it’s setting out to do, they may very well change the way the entertainment world works. If it doesn’t, it could become just another corporate playground. Otherwise, we may find ourselves with a digital dystopia, in which the only voices that can be heard online are those of the multimillionaires. The choice is theirs. And ours, as users. Let's hold them accountable.

The future of the metaverse depends on it. If Futureverse can pull it off, it could revolutionize the entertainment industry. If it fails, it risks becoming just another corporate playground, a digital ghost town where the only voices that matter are those with the deepest pockets. The choice is theirs. And ours, as users. Let's hold them accountable.