Headless Brands and IP NFTs with Remix Rights | Maryam (maz) Mazraei - Crowdmuse

hello hello yay one more day to go um right uh this is a a ridiculously long title for a talk but um it's an exciting one um headless Brands and IP nfds with remix writes um so I'm just going to kind of like give a bit of context uh before jumping into it so I I oftentimes like preach this whole narrative around how everything is a supply chain and everything is rolls all the way down um and essentially what I really mean by that is like take every day products that you're interacting with right so um the things that you consume the things that you buy um the sweatshirt that I'm wearing right now um is essentially a bunch of roles you know doing individual things within a supply chain so you have like someone that comes and sources something someone that comes and manufactures it someone that comes and Designs it someone that comes and um purchases it right so there's a there's a whole entire value chain there's a supply chain there's roles within that supply chain um and so far our main interaction with uh products in general are via what we would say a verticalized supply uh or a verticalized brand IP um and I've intentionally put this uh quite captivating image in the background uh which is one that I came across uh during an exhibition uh at design museum in London uh which is around like um designer Creator maker um and it's it's essentially individuals that are working Within These factories that are really just producing um pretty much a very you know cheap uh t-shirts and you know $5 $1 like you know unit cost type of items and it's in the fujan Province in China captured in 2005 um my relationship or my experience with this world started around like 2011 when I first started my first company in sustainable fashion where I spent a lot of time in Bangladesh and seeing things like this became very very clear that we had to like do something slightly different when it came to the utilization of our products and the consumption of our products um so there's this concept that is interesting so when we started looking at crowd news um we came from the world of like Supply chains software Etc and realized that actually there's a lot of like this like this like linear supply chain seems to be the thing that we're kind of stuck in and we thought okay so how about you actually take that vertical Supply and turn it into a supply web and then interestingly doing a lot more digging and like writing and so on turned out that deoe good old deoe if anyone remembers those guys uh actually had already thought about this concept around Supply webs clearly capturing research around the fact that this thing was coming into fruition um so which is this concept around like making Supply making the creation of products Much More co-created Much More collaborative much more localized and essentially what we realized was that okay we can actually reference this quite nicely with blockchain nodes clusters Etc which is which is quite exciting so bear this in mind as I'm going through the presentation because this is is a a major major part of it so thanks to ethereum we have Smart contracts right these are digital agreements that you and I multiple parties or even individual can spit up with a bunch of with a line of code or digital agreements to say we uh agree in in in in something um what that is doing is like it's essentially IRL use cases have been something that is very obvious for smart contracts to be used utilized for and the features as you probably are aware of is that it provides verification it provides authenticity it provides a proof of ownership of your terms within that contract and within that agreement um it's a public record right so blockchains are naturally public records uh on the flip side uh in the traditional industry what we've seen in the past like three to five years was that the one uh that I came across was uh lvmh utiliz lvmh and DHL but lvmh more relevant to this talk um spined up a private blockchain to um track counterfeit of their products right um so that's a very clear uh obvious use case public record blockchains would make uh things like transactions assets agreements public um and much more visible um it creates this concept around like verifiable ownership so I can say that I have uh submitted an artwork I can reference the fact that I did a certain type of work um and that verifiable ownership is actually really really key to the whole like co-creation aspect of product creation um and as I'm going through this I just realized that my slides are a little bit blurry um so apologies but um just consider the just bear in mind the images in the background because I'm going to be coming back to them uh over the course of the slides um so as part of the as part of writing our white paper um uh one thing that we uh well we first of all we love doing good diagrams um and as part of the architecture uh we realized that actually there's this concept of uh Creator networks right um what if a role what if a 3D designer that is creating an animation uh a creating a model is working across or co-creating with a bunch of other roles with a bunch of other people um to create a digital product and then they're also wanting to create a Digi physical or physical products um for a lack of a better word um and so we said okay these are this bunch of nodes clusters of people networks that can actually play between each other's networks and why why should they not be able to do so um so this is a very I mean it's quite clear what this is showing right um You Have A Brand you have a 3D designer you you have a fashion designer you have a pattern maker you have a metaverse builder right um all of these are actually examples of roles of products that we have helped collaborate with uh or have dropped on our Marketplace and I will show you some more examples in a minute so the idea that an individual role that is creating a product can just take their assets or take their IP in a sense and transfer that or just you know also um open that in another co-created product is essentially just unbundling that whole uh IP process and it's like making uh every individual Creator every individual contributor of a product creation visible which is pretty pretty awesome um I'm intentionally going to stop on this Muse uh um and get you guys to get your phones out and take um a uh take this uh QR code here um and the reason why I'm forcing you guys to do this is only because we have spent a really long time uh writing resources in our white paper uh in the research papers that we put together our articles Etc to really just set the stage of the fact that there is this thing coming which is the future of the way we uh trade there's a future of the way we consume future of Commerce basically and how also um you know I IP inob ability composability plays a really big part in that um so yeah thank thanks for taking that so okay so what is Crow Muse so Crow M is a platform for multiplayer collaboration on consumer products and digital IP rights um we uh went after the you know physical use cases first um because it was something that we understood really well we went after consumer because we were like crypto is lacking consumer adoption so what is the most obvious thing that crypto needs which is a thing that every person here interacts with is consumer goods um so this is one example um so this actually is a really interesting one and I'll come to it so um one of the two of the key things that designers creators Brands Etc small scale Brands struggle with is access to Supply Access to distribution and access to an audience so a lot of the times the designers that I've worked with in the past years uh the brand that I originally created I failed you know because I couldn't scale right I couldn't scale the brand I couldn't get the supply that I needed I couldn't get the audience that I needed and we just decided to close the company down uh and that is happening again and again and again so we need this Supply web access we need much more unbundling we need access to different buyer and Creator networks um the other thing that is interesting is that and you always hear this from a Creator perspective or you know uh in general is the fact that my my IP got stolen right let's say oh like this looks similar to what I created and so I think this idea around IP appropriation or this idea around protection of Ip is very very important and this is just very this is like a very big example where the likes of Sheen and H&M just love ripping designers and creators off all the time and um this was one that got a lot of attention so uh yeah I mean we see a world where individual creators can actually tap into these econ to tap into economies of scale um through collaboration ation tools through the methods of co-creation through the methods of attribution through making the creation flow visible um and a direct access to biion networks um this is essentially just showing you a very similar thing so this is an example of a uh FWB bag that we created with a uh pattern maker at Tropical Futures Institute uh who basically were experimenting with how would it work if someone dropped a product right and showcase who manufactured it who designed it and then other creators in the network came and licensed the original pattern and created all these new product derivatives out of it so what that basically means is the bag as a blank the bag as a pattern which is a industry um terminology um would just get like another logo put on it it would get like another print put on it etc etc or another type of stitching on it it gets remixed similar to how like music is very much so remixed these physicals these types of designs can also be remixed um I've just realized I might be running out of time um so what what we've created is is pretty simple so what we've done is modified a 721a contract a 721a contract is a multi- contract so enabling you to come on to our Marketplace which has a smart contract back end uh and obviously an offchain database as well um to get you to buy multiple items like as you would on an e-commerce right like put it in your basket check out Etc these are some of the features that um we have modified the contract for specifically for a use case for Consumer and Creator drops um and some of the things that are exciting is uh not only are you showing attribution of the things that you've created but you can also add your files right so you can sell a consumer product directly to your community and fans you can add your assets Within the nft and that showcases the 3D file the obj file the PNG the SVG etc etc so when a Min comes and mins that they get access to everything uh that's obviously subject to if the Creator or brand wants to open source that or I guess get the consumer to buy it um or the Creator to buy it so anyway top three features that we've got currently is Creator spiss and permissionless uh fund distribution what essentially that means is that the smart contract has Revenue splits as a modification in the contract so when someone comes and purchases is the splits go straight into the wallets um of the creators of the collaborators and the permissionless uh fund distribution is basically saying any crator at any point that is utilizing a crow Muse contract uh and dropping that contract or deploying that mint on the marketplace can come back connect their wallet and click distribute funds and it goes back straight to all their wallets and they can offramp right um the other aspect of it that I mentioned already is IP and role attribution uh and the other is you know this access to a Creator and brand Network um or even Supply which is exciting and that's something that we've been basically developing out for the past year and a half um these are examples of the drops that we've done to date um this is one that I'm wearing right now which is a job that we did for base in collaboration with an LA based brand called slow Rodeo um this is one that we did for optimism just remember this NPC man in a minute cuz you might be able to Mint him uh and then remix him if you want to um and you can see just the UI is mimicking e-commerce don't make it complicated make it easy for the buyer to come and purchase make it look like a ux they already know but just add like little touches of um features that makes it different like Revenue splits and if you put this stuff in front of someone that has been in the Trad brand industry for a long time they they get really excited um so this is our awesome um you know Network the spot lighting some of the awesome amazing people that we've been working with and collaborating with um bringing their products on chain bringing their creativity on chain uh collaborating with them across the whole consumer Creator value chain um and you know it it's it's one of those things where we're super excited to be able to work with a lot of early adopters um coming into crypto uh that are creators and Brands and basically be able to kind of like create some new experiences for themselves and their fans um so I'm just spotlighting some of the features so that you can see um how some of these mechanisms are working um so here for example uh a limited edition sweatshirt that is represented with this 3D model uh is showcasing you the splits is showcasing you like the number of addition of mints Etc very similar to an Ecom um and really this diagram here this you know I think it's a gorgeous looking diagram some people might think it's boring but I think think like you know it's showing the profiles so these use cases are the core use cases that we're working with um they come in they add their assets like I mentioned their artifacts they co-create which they're already doing anyway because that's how you create stuff and um they're selling directly to the buyer so very much similar to the direct to Consumer model and not really changing that cuz that's important um another example just to make it very clearer visually you have a blank you have a Basse right that base gets you know you can source that you can produce that you can go to a manufacturer and say hey I wanted to use a blank you collaborate with an artist you then add a brand logo onto it and say hey Brand can we use your distribution and audience and add your you know co-brand and or IP into the into the mix but like give us attribution give us visibility also through the splits give us uh visibility um and then bundle all of that into the final thing give them all the fair amount that they deserve um right the other one okay the other one that's really exciting the other one that everyone is really hyped about um and still um you know is something to be patient around and not in force onto creators too much because the IPS um the IP um uh I got distracted by the time the IP conversation uh can be quite an infringing one um but take the take the MPC man so the MPC man is as an obj file is sitting within the product bundle the product nft that you saw previously um this one over here can basically be sitting within the product NFD first then get Minted as its own artifact NFD this is what we're calling it with all the scraps all the ingredients all the working files zip file obj fbx whatever file they use mint all of that get a licensing agreement and what we would do is wrap that as a legal wrapper around the smart contract so when someone comes to license they can essentially just trigger that and um the original creator that is the the the second creator that is licensing the original Creator's work is getting up to 20% by default every single time just exactly like music royalties um this is also very similar so apologies because I did one for base just earlier and I had 30 minutes but I have way less time for this one and I didn't manage to cut my slides down um so I'm going to skip some um I'll skip this okay so um examples in the industry that we got really excited about so this is uh a phenomenal pattern maker designer that we work with called Hugh Clark Hugh Clark and Rickard which was another example that will come up next they are literal pioneers of Open Source and design so the reason why this is so exciting is that you haven't really seen this in fashion right you haven't really seen this that much in physicals you've seen it so much more in like code Repose open sourcing music perhaps um but that is also still riped with a lot of like you know licensing terms but the fact that you can come on and you know go to an open pattern Library like this and get a blank already prepared for you that you can go to a manufacturer to make and add your um print or different variations on top of it is pretty powerful so he's already been pioneering this another example is the one from Rickard who is a uh also another reputable designer out in Sweden um he open sourced his patterns with Hugh Clark and got over 100,000 downloads in like two days from all these other creators that were like hey we've been waiting for something to happen so I think like from a Trad perspective you know these industries are also craving open source but that doesn't mean that they should just be open sourcing it for the sake of open sourcing it right they should be open sourcing it and also earning from it so these are just like free examples to test demand um this one is a really exciting one this is a very recent example this is a drop that has been dropped on um Mischief that showcases decentralized Supply so what's happened is that they did an experiment so they created this thing which is like this Global uh Global Supply Chain telephone bag and they went and got all the famous like um bag blanks like from Balenciaga Etc and they said to factory a in Peru hey why don't you go and make another knockoff version of the Birkin bag how about you go to like another Factory in Portugal and get them to do a knockoff version of the Seline bag etc etc and they came out with this beautiful looking bag right so it showcases the modularity of things and how it's really important for examples like this to come on chain okay I'm wrapping up I got one minute oh I'm going to risk it okay this is a really cool one I got really hyped about this one this one just got minted recently on Zora uh from two very awesome AI designers uh Matt and Holly they have their own Studio out in Berlin um and essentially it's the same thing same type of thinking right um mint your files mint all your access get other people to remix it although we're working with Zora so um we're trying to understand how it would make sense to utilize our contract in their Network so they can get access to our product bundle feature as well um okay so NPC man you remember him right I got 39 seconds uh we remixed him with a collaboration with light works so you can now go and mint it I'm going to leave this up now so get your phones out go mint it um so that you can get access to um all the files Etc if you want to remix it go for it you you'll have part of the you'll be part of the experiment it'll be really fun if you have any issues minting just let me know you can mint this on optimism um using usdc on optimism or eth op or you can just use credit card um straight on the CB mus website so yes thank you and follow whatever and come chat to me later thanks