@esdotge

Branding is a dance. — And in Web3, some brands have found the rhythm that makes their audience move. Music and movement are inseparable from good branding. A beat, a drop, a vibe—it’s all about creating that moment where people feel the pull to participate, share, repeat. Record labels have known this forever: you don’t just release music, you release energy. Web3 music projects have been trying to do the same, but with better terms for creators: direct ownership, fair splits, fan‑driven discovery. Audius tried. Sound was brilliant (RIP—it was my favorite Web3 music platform, and I minted several drops there). But the industry is brutal. Rights are a maze, discovery is a battle, and mass adoption is a myth so far. Even the best projects haven’t cracked the Spotify code. The next Spotify will be crypto. And we’ll see it soon. Because onchain music isn’t just about streaming—it’s about turning every listen, remix, or share into a real relationship between artist and fan. Brands that “dance” understand this: they don’t just drop tracks, they drop moments that sync with the culture. What Web3 brands can learn from Instagram and TikTok is simple: rhythm over perfection. Short loops, instant hooks, user‑generated beats. Make your audience feel like they’re part of the track, not just listening. The brands that make people dance—through memes, drops, collabs, or unexpected remixes—don’t just get attention. They get loyalty. They get shared. Music has always been the ultimate brand builder: it sticks in your head, moves your body, connects you to strangers in a room. Web3 needs more of that musicality—not just in music projects, but in how every protocol, app, and token launches its story. Dance like the world is ending. Because if it is, let it catch us moving.

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