“Mainstreaming should be the goal”: the NFT phenomenon from a consumer’s perspective
In the final instalment of our interview triad spotlighting the creative engineers behind our collaboration with Europe’s leading NFT music marketplace Twelve x Twelve, we chat to the platform’s head of public relations, Julia Beniashvili. In the exchange below, Beniashvili breaks down the rise of digitally certified ownership from a consumer, a fan, and a mass-phenomenon perspective — looking at why the accelerated mainstreaming and expansion of the NFT niche is one of the cultural zeitgeist’s most promising developments, busting the myth of the blockchain-powered tool as a crypto-elitist whim.
