“The entertainment industry will bring the first billion people into the metaverse”

Le Journal du Net is a partner of the Mastercard Innovation Forum 2022, scheduled for December 8 in Paris. CEO of production company Sixth Wall, co-founded by Mila Kunis, and MIF 2022 guest, Lindsey McInerney reveals to JDN her vision for the Web of tomorrow.

Lindsey McInerney, co-founder and CEO of Sixth Wall. © DR

JDN. Can you tell us about your background within this Web3 ecosystem?

Lindsey McInerney. I am the co-founder and CEO of Sixth Wall, a media and entertainment company built with Mila Kunis and Lisa Sterbakov. I’m also the founder of Black Sun Labs, which supports brands and celebrities in the Web3 and metaverse. Previously, I was responsible for technology and innovation internally Anheuser Busch-Inbev and in 2020 we launched Stella Artois in the metaverse, one of the first brands and arguably the first consumer product in this space. It was very exciting because with metaversewe think of the virtual world and it is difficult to conceive how to integrate a consumer product into this space.

On December 8, during the Mastercard Innovation Forum, your keynote will be titled: “Metaverse Will Revolutionize Entertainment.” Why do you think the entertainment industry needs Web3?

My belief, our belief, is that the entertainment industry will be the factor that brings the first billion people into the metaverse. Fun is what makes things exciting, it’s what makes us human, we’re storytellers, we love to connect with each other. If you remember the first Web2 experiences, it was mostly about connecting with other people, expressing yourself, sharing music, photos, videos, that’s what made Web2 exciting, and my belief is that it’s also what will bring people to Web3.

The Web3 community often engages in a project because of an economic incentive. Many entertainment Web3 projects have so far had trouble sharing revenue with their community, if only because of regulation? What is the right model?

It’s a complicated subject. We strive first and foremost to share the fun, engagement and bring communities closer to creators. For example, on Discord, we give users the opportunity to pitch in front of Hollywood creators, bring them behind the scenes of the Hollywood television and film-making processes, and break down the barriers between the public and the industry.

The Bitcoin white paper published in 2008 gave pride of place to the ideas of decentralization and integration of the population excluded from the financial sector. Now we can see the arrival of a large number of large companies on Web3. Are you afraid that Web3 will become what Web2 has become, today mostly in the hands of Gafa?

It’s an opportunity and that’s why I’m now focusing on not leaving anyone behind and trying to help people understand in simple terms what’s going on in this ecosystem. The jargon used can be a drag for many communities, maybe it’s to make people feel smart, but in the end it’s excluding a lot of people. It’s still early enough to go in different directions, but my feeling is that the more people there are to understand the technology, the more interesting this space will be. My fear is that there are many Web2 holdovers today and they are, perhaps rightly, skeptical of the technology as a whole. These are the types of people I would most like to reach because they have a very strong opinion on how to improve the Internet. I would like these voices to contribute to this space because the reality is that this ecosystem will move forward with or without them. We really need critical voices at this table.

At the time of this interview, you are in New York, a state with stricter legislation on this ecosystem than, for example, California. The United States itself has different legislation than the European Union. Could these differences in the perception of regulators act as a brake on innovation?

I really hope not because crypto is the future of innovation. I think one of the challenges for crypto will be to be seen more as software than a currency. There are huge opportunities now for visionary countries that will really dig into this topic and create friendly regulations to become a hub of innovation and technology. It would be very disappointing if the regulators did not understand how important we are at an important time. Right now, the entire industry is crying out for clarity, and that, as soon as possible. Everyone I’ve met in this space wants to be compliant and follow the rules, but this requires the clearest possible framework so we can continue to innovate in a safe and healthy environment for the consumer .

successful entrepreneur, Lindsey McInerney co-founded Sixth Wall, the digital arm and subsidiary of Mila Kunis’ production company Orchard. Originally Stella Artois’ arrival in the metaverse in 2020 when she was the chief innovation officer of the Anheuser Busch-Inbev group, she is considered one of the most influential people in the Web3 ecosystem in the world. She was notably selected as one of 22 LGBTQ+ personalities who initiated change during Adweek Pride Stars 2022.

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