Web 3 Music: experimental innovation of traditional music industry chain

0xRank 2022-04-03 03:25:22 阅读数:532

web music experimental innovation traditional

author : Zixi ,0xRank

One 、 Overview of traditional music market

1. The traditional music market is undergoing extinction and rebirth

In the past 20 The scale of the whole music market in the middle of the year can be described as disappearing and newcomers .

To record 、 Compact disc 、 The physical music represented by the album continues to weaken ,2020 The market size in is about 42 Billion dollars , comparison 2001 The year dropped. 81%. And in the 2010 After year , Along with Web 2 Continuous development , Internet music represented by streaming media is developing rapidly ,2020 The scale of streaming music market in 134 Billion dollars , comparison 2010 Annual growth 3250%.

although 2020 In, the market scale of the whole music market was still not as good as 2001 The market size of the year , But we noticed that Web 2 Internet music represented by streaming media is constantly giving new life to the whole music market . Along with Web 3 Our infrastructure is mature 、 The growth of musicians and users and the problems existing in the traditional music industry chain , We think Web 3 Music may be another innovation in the music market .

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The size of the global music market

source :《 International music market report :2021》

2. The number of musicians in the world is about ten million , But the income is not satisfactory

From the creator side , The number of musicians in the world should be about ten million .

From the perspective of global market , according to Spotify CEO Daniel Ek, end 2020 end of the year ,Spotify My musicians are 800 All around ,2025 The number of musicians settled in will reach 5000 ten thousand . From the perspective of Chinese market ,QQ Both music and Netease cloud music have more than 30 Wan musician . Considering the duplication of data , There will be about ten million musicians around the world .

The growth of musicians is due to the significant reduction of distribution threshold and production threshold . But in terms of income , The income of most musicians is not satisfactory . The music industry 28 Serious differentiation . From China 2020 In terms of musicians' income in ,75% The monthly income of all musicians is 8000 Within yuan . Besides , Most long tail musicians earn only extra money .

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2019 Years and 2020 Comparison of monthly income of musicians in

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Comparison of musicians' music income in total income

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The number of clicks an artist needs to earn the minimum income

source :《 China music market report :2020》,Euterpe white paper

3. The number of paid music streaming users worldwide has exceeded 4 Billion

From the perspective of the client , end 2020 In, the number of paid music streaming media users worldwide reached 4.43 Billion . In recent 10 Mid year , International streaming media subscribers are growing at a high speed . From the domestic point of view , light QQ The number of people paying for music is 2021Q3 Already reached 7120 ten thousand people , The payment rate is also up to 11.2%. Besides , Music users also include record consumers , Concert consumers , Music related peripheral consumers, etc , The overall number of potential music consumers and penetration rate are expected to maintain rapid growth .

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2010-2020 The number of people who pay for streaming media in the world

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2019-2021QQ The number of people who pay for music in new music

4. The complicated industrial chain of traditional music track is the core factor leading to the low royalties of musicians

The industrial chain of the whole traditional music track is too complicated , It is the core factor that leads to the low royalty income of musicians at present . The upstream of the whole music industry chain is mainly based on lyricists 、 Composer 、 Music producers represented by singers , Everyone is familiar with Jay Chou , Fang Wenshan et al . Midstream is mainly record distribution companies , Mainly based on Sony 、 World 、 The world's four major record distribution companies represented by EMI and Warner . Downstream are mainly all kinds of consumers and agents , for example QQ music , Netease cloud and listening users .

In the current royalty distribution based on Internet streaming music , Musicians can earn less . Now the common practice of streaming media broadcasting platform is , Royalties on a song 42% To record companies ( Like Sony 、 Universal, etc ), about 30% To the operating system ( Such as Android 、IOS etc. ), about 20% To the Internet broadcasting platform ( for example QQ music 、 Netease cloud ), word 、 The composer can get a total of 8%, Singers are mostly settled by record companies . If lyrics and songs are represented by multiple agents , Royalties will also be divided layer by layer , It will be less in the hands of the author .

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Traditional music distribution industry chain

5. Traditional musicians have less copyright distribution , There are also delays in income and opaque distribution

Except for less copyright distribution , Musicians still have delayed income in terms of copyright 、 Distribution opacity, etc . Record company 、 Publishers usually publish information about royalties on a quarterly basis , But the real income to musicians often needs to be deferred for a year or two .

At present, users can download relevant music with one click of mouse on streaming media platform , And countless middlemen need a year or two before they distribute the royalties to copyright holders .

On the one hand, the laws derived from the copyright industry are quite complex , Secondly, there are many industrial chains and middlemen . secondly , according to Rethink Music The report shows that ,20%-50% The copyright income will not go to the legitimate copyright owner , But is engulfed in various opaque processes .

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Music copyright involves all parties

source :RETHINK MUSIC, FAIR MUSIC:TRANSPARENCY AND PAYMENT FLOWS IN THE MUSIC INDUSTRY 26 (2015).

Two 、Web3 What problem does music solve

1. Web3 The essence of music is to reshape the industrial chain

Web 3 The essence of music is to reshape the industrial chain . Compared with the traditional music described above, the extremely complex industrial chain ,Web3 The project will reshape the music industry chain , And simplify it to : Musicians through creative projects or MusicFi / NFT Marketplace Cast the music directly into NFT Delivered to downstream consumers .

By reshaping the industrial chain , The main benefits are :

1. Reduce miscellaneous intermediary costs . As described above , In streaming media platform , Musicians can only get about 8% Copyright income of , remainder 92% By the record company 、 Operating system and streaming media platform . The most direct benefit of simplifying the industrial chain for musicians is to obtain higher income , To support them and live a better life .

2. Make royalty income more transparent , More timely . As mentioned above , In the traditional music market , Royalties are deferred for one or two years , And the distribution process is extremely opaque , And most long tail musicians have low bargaining power , Can only endure such phenomena silently . By casting music up the chain NFT, The royalties obtained by playing works can be fed back to musicians transparently and immediately . However, how to transfer the benefits obtained under the music work chain truly and fairly on the chain is a problem that needs to be solved .

3. Fans can share the benefits of the growth of musicians . The musicians that fans like , Buy early NFT after , On the one hand, you can enjoy the benefits of royalties , On the other hand, you can also enjoy NFT A rising premium . The potential benefits of both are beneficial to Web 3 user ( In especial NFT lovers ) Keep buying musicians NFT product .

4. Fund raising is more convenient . Take the U.S. market as an example , Traditional artists / The dissemination of musicians' works +Marketing The cost is 50 Ten thousand dollars -200 About ten thousand dollars . This is a high cost for small and medium-sized and independent musicians , But through NFT Issuance in the primary market , Artists can use white papers + Community operations + Personal influence is easily raised and integrated into hundreds of thousands ETH To fund the completion of the work , Then let the works appreciate and give back to the community .

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Investment needed for new artists in the U.S. market

2. Web3 Music can't solve the problem of low income of long tail musicians

Although mentioned above web 3 Music can reshape the industrial chain , But it can't solve the problem of low income of most musicians . From the supply side , near 21 After a century , The cost of distributing music has become lower and lower , Therefore, a large number of online musicians have sprung up , Intensified market competition . From the demand side point of view , Users' entertainment time is limited , Now I have to talk to Tiktok Short video +Bilibili Equal length video and other applications compete for customer time .

secondly ,Web 3 The number of users is relatively small , Then superimpose different countries on the language 、 Different styles , Willing to Web 3 The number of people listening to music on our music platform is very small . therefore , For most long tail musicians , Its published music works are likely to become zombie works , Therefore, it is a fact that there is less income .Web 3 Music just reshapes the industrial chain , Make the industrial chain more transparent , More efficient , It's helping musicians become richer , Instead of letting musicians cut leeks .

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Most of the Web3 The amount of music played is very low

3. The sub track is mainly divided into streaming media playback 、 transaction 、 Royalties and creation

At present, the whole Web 3 The main sub tracks of the music track are divided into streaming media playing platforms 、NFT trading platform 、 Royalty platform and creation platform . The imagination space of these four sub tracks is relatively large . 

The creation platform is upstream of the track , Support users to create the first generation of music NFT, And the second and multi creation of the first generation works . Users can be based on JPG Easily carry out two and more innovations , Create new Meme, But music itself is difficult to create , And the second innovation is more difficult . The birth of music creation platform greatly facilitates users' second creation , Thus, it is more conducive for users to spread community culture , Improve music NFT The liquidity of . 

NFT The trading platform is upstream of the track / In the middle , Mainly released by musicians through the primary market NFT To fans and secondary market transactions between fans NFT The platform of . 

The streaming media playing platform is the downstream of the track , Be similar to QQ Music and Netease cloud music , yes Web 3 Music playing platform , It is one of the core platforms for musicians to expand their influence in the community , The logic and of its development Web 2 The streaming media playing platform is the same . 

The royalty platform is realizing NFT On the basis of royalties , Usually with DeFi function .Web 3 Our music royalty platform serves musicians and fans , The purpose of its birth is to solve the problem of opaque royalties , Deferred and other issues .

 user at present Web3 Music is divided into different sub tracks

3、 ... and 、 project Mapping

1. List of track star projects

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2. Audius: Now the biggest Web3 Streaming music playing platform

Audius It's the biggest at the moment Web 3 Streaming music playing platform .Audius take Web 2 Email registration +Web 3 How to login with wallet , Friendly enough to traditional Internet users , Avoid the big threshold of wallet login . As a music platform , The presence of head music stars will bring huge traffic to the platform ,Audius Trying to attract musicians through token rewards .

In the early days , The platform absorbs some musicians as consultants or creators and issues a large number of airdrops , stay 20 year 10 In the air drop in August , Average per person 500 over token( Present value 350 Ten thousand dollars ) To motivate the big V Creation of works and back feeding platform .

secondly ,Audius Also issue incentive plans , Attract long tail musicians to settle in , For example, every week 5 The creator of the most popular song can get 100 individual token, Producers of the most popular song lists can also get 100 individual token.

at present Audius Most users may be Web 2 user , Instead of encrypting users . From the present Token According to the money holding address , The recent cash holding address has reached 24K about , Compared with current users ( Daily living covenant 100K), Most users (75%+) Not the holder , It is Web 2 The original residents of or encryption / Users interested in music .

Again , It can also be seen from the community atmosphere ,Discord One of them is only for token The holder is open to channel, And in others channel Inside , It is forbidden to discuss currency price , Most of them are talking about music creation itself .

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Token Unique coin holding address

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Audius Day live user

3. Audius:Token The empowerment is fair , The economic model needs to be improved

On the whole token The empowerment is fair ,Token Its main function is :

Pledge participates in node operation .Audius Your music files are stored in IPFS On , Nodes are divided into content nodes , Mainly responsible for storing user data 、 Images and audio files ; And search nodes , Responsible for searching the song list , The user etc. . To become a content node, you need to pledge 20 ten thousand -1000 ten thousand token, To become a search node, you need to: 20-700 ten thousand token, The overall cost is high ( Retail investors can choose to pledge by proxy ) 

Community governance  

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Participate in the platform economy . However, the overall platform economic model is weak ,token Just as a reward , And the amount of reward is small . In addition, there is no revenue plan for the platform , Therefore, there is no way to adopt the pledge revenue sharing model . 

Audius Advantages and disadvantages coexist . The advantage is to strive to move closer to decentralization , It enables users to put works on the shelves without review , use Web 2 mailbox +Web 3 Wallet login method . to open up API Can give external APP Call songs, etc . The disadvantages are obvious , Because you can upload music without approval , It may be suspected of infringement and content security , secondly Audius Music on the Internet can't get copyright protection , There is no clear creator income plan . To make a long story short ,Audius There is still a need to improve the economic model .

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Audius Future circulation

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Audius Price changes

4. Pianity: Based on the Arweave Music on the Internet NFT trading platform

Pianity It's based on Arweave Upper MusicFi NFT trading platform , Mainly involves NFT On sale in the primary market .Pianity At present, it is not supported for users to sell related products to each other NFT product , But it will be there. 3 Open the secondary market in January , Among them, musicians can receive 8% Royalty .Pianity Upper NFT Divided into four levels , The number of each grade is different , The price depends on the publisher and the number of music . at present Pianity The music of NFT You can't enjoy copyright dividends .

at present Pianity With circulation in the platform token PIA, It has not been released yet , Pricing is always 0.1 dollar . The user can go through ETH,USDC Wait for the purchase platform NFT, Then the official will regularly follow the individual NFT Total value divided by users in the platform NFT Total value PIA Token dividends .

PIA Tokens are mainly used to buy NFT, And the project side will often issue PIA Buy NFT Then return and other activities . At present, there is little information , The platform economic model is acceptable , The project party needs to gradually improve the relevant information .

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Pianity Trading volume since the launch

5. Sound.xyz: Significantly improve the income level of musicians

Sound.xyz The main Web 3 The first release platform of musicians' works .Sound.xyz At present, only primary market transactions are supported , Purchased NFT You can only go to Opensea Wait for secondary market transactions , And now MusicFi NFT Insufficient liquidity , Trading volume in the market is relatively small . Besides Sound.xyz The highlight is when users buy NFT after , You can make public comments , Let the public know what they think of the work , Enhance the interaction between artists and musicians .

Sound.xyz Significantly improve the income level of musicians . according to Sound.xyz near 30 In terms of daily sales , stay 69 More than... Of the musicians 54 A musician's monthly income is higher than the lowest income in the United States 1400 dollar , More than half of the musicians 30 The daily income reaches 6000 Over US dollars , And many musicians have not released new works this month , Its monthly royalty income has been as high as 3ETH above , Compared with the traditional streaming media music platform ,Sound.xyz Indeed, it has greatly improved the income level of musicians .

but Sound.xyz Of musicians are invited to settle in , Therefore, some settled musicians can be regarded as new stars or leaders in the industry , It does not have the universality of income improvement for all musicians .

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Sound.xyz Music Review

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54 The monthly income of more than musicians exceeds the lowest monthly income in the United States

6. Opulous: Royalty platform ,MusicNFT+DeFi

Opulous The feature is the royalty platform and Music NFT+DeFi.Opulous The main business is music NFT Primary issue + The secondary market + Royalty +DeFi. Users are having NFT After that, you will automatically get the royalties of the musician in the music , This is a business not involved in other music trading platforms at present .

secondly Opulous The highlight of is its DeFi The loan , That is, musicians can create projects in the future 1 The annual royalties are used as collateral to raise assets from the platform . Besides , The platform also supports music with stable royalties NFT To make a mortgage to get the corresponding loan . The DeFi The product greatly enhances the head music NFT Mobility and application-oriented , Start building music at the application level NFT Lego .

$OPUL The overall empowerment is acceptable .OPUL Its main function is :1. Trading on the platform &Mint Your settlement token 2.Staking 3. Liquidity mining 4. Governance, etc . As a whole ,token The empowerment is fair , The pledge function has not been launched yet . stay Q2 After launching the pledge function, we can share the revenue of the platform ,token There will be a certain rebound in value .

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Opulous Economic model

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OPUL At present, the power is low , Prices are weakening

7. Melos: Support second innovation , stimulate MusicNFT LEGO development

Melos Different from other in the market Music NFT exchange , Its main theme is streaming media music creation . Its trading part is the same as the exchange mode in the market , Listen to music for free , But holding NFT Do not enjoy royalties and other additional benefits . 

Its wonderful part is its creation and second creation . Users can upload a piece of music / Or create a piece of music with electric steel , Generate the first generation NFT(New Forge).

The user can then add the music NFT Carry out second innovation to produce new offspring NFT(Jam Forge). On the chain Musicblock Every one of them NFT Correlation DNA and GEN generation .DNA Including the author 、 A literary creation 、 Traceability, etc ,Gen Represents the generation level .Melos To a great extent, it stimulates the music NFT The development of LEGO , And the process of confirming the right of use is guaranteed by tracing the source on the chain .

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Melos Music creation interface

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At present, the trading volume is increasing rapidly , Increased liquidity

8. Melos:token Better empowerment , future NFT Trading volume price

Melos Token empowerment is better , The future is accompanied by music NFT The improvement of prosperity helps the price rise .

1. Melos The music of NFT Of the transaction fee obtained from the market 50% Will be used to buy Melos And destroy , remainder 50% Will be allocated to the Treasury .

2. Users can buy other users cast in the studio NFT, This can then be NFT Pledge as node , And a certain token Pledge in the node to get additional rewards . pledge NFT Node rewards and pledges token The extra rewards obtained will be distributed daily according to the pledge of the whole platform .

3. Will 20% In the above pledge pool token Put in Uniswap To provide liquidity .

4. The holder will regularly distribute the handling fees and dividends to the exchange .

5. Users cast music NFT Will get some token Reward .

6.KOL And community contributors will get token Reward .

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Melos Overview of economic system

Four 、 from DeFi To SocialFi Duplicate of

1. Web3 Where is the music road : from DeFi and GameFi Look at

Web 3 Music has 4 Cops track + music NFT There are five tracks , Let's think about it carefully ,Web 3 music NFT How will it develop ? 

Before analyzing this problem, we might as well take a look at the mature application layer DeFi,GameFi And partially mature SocialFi The success of the / Failure experience . 

In the past 2020 Year of DeFi After the summer ,DeFi Start a massive outbreak .DeFi stay 2020 The core reason why it didn't break out years ago is :

1. How to find initial users and startup funds

2. CEX The cost of is high , After going to the exchange, the price and liquidity will be improved to a higher level . The real solution to the above problems is liquidity mining . Mobility mining through “ Tokens rise ——APR pull up —— More users see APR Pull up and buy token Move in quickly —— Tokens continue to rise ” The snowball is expanding , But there is a collapse in the middle logical chain ( Usually, the number of users entering the site is less , Throwing pressure > Approach ), If the left foot steps on the right foot, it will become the death spiral of the right foot stepping on the left foot

Therefore, the star projects we see now are separated from subsidies , Projects where users have real needs for the product . This kind of project solves the problem of users in Web 3 The real demand for financial products in , Instead of creating an environment , Let them have this need .

2021 What broke out in was GameFi Autumn .GameFi The core factor of the outbreak is that the income of users from the third world is reduced due to the epidemic , They need income subsidies for families . here Axie It happens to provide such users with the opportunity to make money .

stay 2021 year 7 month Axie When the income exceeds the income of the king's glory ,GameFi Completely moving towards the world of encrypted users .GameFi The Ponzi color is stronger , The growth logic adopted is also similar to stepping on the left foot and going to heaven with the right foot “ User mobilization —— Tokens rise —— The income of gold mining increased —— Attract new users to take over token and NFT Approach —— Tokens continue to rise ”.

But with occupation BSC Daily trading volume 1/4 Of Cryptomines Collapse ,GameFi 1.0 The curtain gradually came to an end , The remaining old brands GameFi Still breathing . differ DeFi It truly solves the financial needs of users , With Axie As a representative of the GameFi1.0 It's more about getting rich in the bull market Fomo A special product of emotion , To cater to Web3 user APR Addiction makes a PPT product . There are still GameFi It is mostly a grand narrative platform + Yuan universe game .

2.Web3 Where is the music road : From similar SocialFi Look at

SocialFi The logic of is different from DeFi and GameFi, But and MusicFi Some of them are similar , Are based on the big V/ Musicians use love to generate electricity to buy relevant fans Token/NFT.SocialFi The logic of is reduced to —— Big V Want to realize their social capital ( get token), Then you need to spend time and money to prove the value of your social capital (POW Proof of workload ). Be similar to BTC/ETH The logic of , This also shows that blockchain based Web 3 It's perfect for SocialFi Developing .

namely SocialFi The essence of can be understood as big V( Or a person ) Through its own influence, based on blockchain technology , On the one hand, build your own social capital ( That is, personal brand reputation ), On the other hand, seek benefits for their fans .

But it is precisely because of the above logic , Lead to SocialFi Now there are also big problems :

1. Want to decentralize social , But it can't be decentralized in essence ( A few celebrities can bring a very strong social monopoly ) 

2. For social platforms , Content mining is very difficult to define .

3. For social platforms and token issuing platforms , The empowerment of platform token value is more important .

4. Fewer users . at present SocialFi Development still needs a long way to go , Its track scale is still small , The mechanism is still relatively primitive ,Web3 There are also fewer aborigines , Willing to use the product and have a bad experience SocialFi There are very few users .

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5、 ... and 、 summary

Combine the above analysis ,Web 3 Musical 4 Cops track + music NFT It has five tracks , A more deterministic track may be based on royalties 、 Streaming media 、 Creation and other platforms . For music NFT, Its function is to listen to 、 Collection 、 Support for idols and distribution of royalties .

Throw away the music with royalties distributed by the head musician NFT, Most music NFT Show scenes 、 Showing off will be weaker than JPG class NFT. But the head musicians distribute the music with the nature of royalties NFT, And after users get a great profit , music NFT The track will usher in an explosion .

Whole Web 3 The imagination space of music track is relatively strong . Streaming media and creative platforms can be found in IP The end cooperates with famous musicians , use token The way of motivation is to do Listen to earn and Create to earn, Become Web 3 Of Spotify Or rather, QQ music .

The birth of royalty platform is to solve the miscellaneous problems in the traditional music industry chain , Can provide better tools for musicians , Solve the problem that the distribution of royalties in the industrial chain is too low 、 Deferral 、 Opaque phenomenon . music NFT Trading platform limited by music NFT Itself is weaker than JPG class NFT, as well as Opensea The phenomenon of one dominant company in the short term , The development path may be relatively unclear .

The problems of the whole track still exist :

1. From the perspective of the client , Whole Web 3 There are still fewer users , Willing to spend limited time listening to Web 3 Fewer music users , Willing to spend real money to buy without royalties NFT There are very few users .

2. from IP End to end , Lack to Taylor Swift、 Driven by Jay Chou and other head stars , current Web 3 Musicians have a relatively long tail . 

3. From the project side , The economic models of many project parties are not perfect ,token Your power is weak , The whole project is more like “ I created this environment , So users need this demand ”. Music projects with a strong social nature are similar to SocialFi. When SocialFi The project token empowerment is very poor and takes content mining to start cold start , The result is that users start creating spam content without restrictions , The death spiral of restricted entry, excavation and sale . So when the music project starts Listen to earn and Create to earn when , If you don't give token value , The death spiral will also be the final result .

When we look at the project , It's hard to judge the number of users in the encrypted world , But we can judge :

1. Whether the project side can have stars IP. No stars IP, The effect of cold start by many long tail musicians alone will be very bad ( namely NFT The trading volume will be very low )

2. The project side has a star in IP when , Don't understand Web 3. If I take Web 2 The music mode of is mechanically applied to Web 3, A high probability is failure .

3. Whether the economic model of the project party is reasonable . For now , Most project economic models are not particularly brilliant , Besides pledge, the empowerment of tokens is governance or mining , There are few who can make transaction payment or very popular . The brilliant part can be transaction payment 、 Listening to the song needs some token、 Platform income dividend 、 Various ways of reward, etc .

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