#92 Untangling: Web3's Branding Problem with Diego Borgo

This week on Untangling Web3, we're joined by artist, comedian, and AI innovator King Willonius to explore how artificial intelligence is reshaping creativity, comedy, music, and storytelling. Known best for his viral AI-generated track "BBL Drizzy," King breaks down the mechanics, ethics, and cultural implications of using AI as a creative collaborator—offering a first-hand look into how creators are using technology to expand the boundaries of art and expression.Key highlights:BBL Drizzy, Kendrick Lamar, and AI in Culture: The viral moment surrounding the Drake and Kendrick Lamar feud was deeply intertwined with AI. King Willonius used Udio to generate "BBL Drizzy," a satirical, soul-inflected track that responded to the online drama. The song’s meteoric rise—created in under 30 minutes—became a cultural flashpoint, blurring the line between parody, artistry, and AI commentary. This moment demonstrated AI’s power to remix and engage with real-time culture, while raising urgent ethical questions about voice cloning and artistic ownership.Ethics, Voice Cloning, and Artist Rights: The accessibility of voice cloning and image generation raises complex issues about consent, ownership, and cultural legacy. When prominent artists like Drake use AI-generated voices of deceased icons like Tupac, it creates a normalization of practices that many consider ethically gray. The absence of clear frameworks invites both innovation and abuse. For creators, the challenge is balancing the freedom to remix with the responsibility to respect identity and provenance.Creative Empowerment vs. Creative Replacement: AI’s primary impact is in lowering barriers to entry and compressing timelines. Instead of needing a studio, a team, and weeks of iteration, a solo artist can now produce music, video, and design in a fraction of the time. While some fear AI will replace creatives, King frames it as a class-leveling force—one that empowers marginalized voices and expands access to professional-grade tools.Artificial intelligence is not just a tool for productivity—it is becoming a medium of cultural expression, satire, and commentary. The future of creativity involves hybrid workflows, where human originality is amplified by synthetic intelligence. Artists who embrace AI without abandoning ethics or intention will be at the forefront of a new era in music, comedy, and culture. Whether remixing internet moments, shaping virtual identities, or training AI agents to rap, creators like King Willonius are rewriting what it means to be an artist in the age of artificial intelligence.Learn more about King Willonius' work here:https://www.kingwillonius.com/--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

In this episode of Untangling Web3, Daniel Liebau, founder of Lightbulb Capital and co-author of a leading academic book on DAOs, explores how decentralized autonomous organizations are redefining governance, collaboration, and organizational design. Drawing on research and real-world examples, this episode examines the opportunities and risks associated with DAOs as scalable, decentralized alternatives to traditional organizational structures.Key highlights:Defining a DAO and Its Core Mechanics: A decentralized autonomous organization is an on-chain entity that coordinates individuals around a shared objective using blockchain-based governance systems. Participation is typically open to anyone holding the DAO's native governance token, which confers the right to vote on proposals. Unlike traditional companies, DAOs rely on distributed consensus rather than centralized leadership, and participation structures are often non-hierarchical.Use Cases Where DAOs Provide Strategic Value: DAOs are especially well-suited to non-profit, community-driven, or public-good initiatives. Examples include grant distribution collectives, award programs, open-source development communities, and sustainability-focused initiatives. These use cases benefit from shared governance, global participation, and token-based incentives that align diverse stakeholders without relying on central entities.Risks and Governance Challenges: The permissionless and decentralized nature of DAOs introduces unique challenges. Accountability risks arise when it is unclear who is responsible for decisions or outcomes. Financial risk increases when DAO treasuries are overly concentrated in their native tokens, making them vulnerable to market volatility. Governance risks include voter apathy, low participation rates, and poorly structured voting mechanisms that fail to align expertise with influence.DAOs offer a fundamentally new model for coordination, one that replaces rigid hierarchies with collective governance, transparency, and programmable incentives. While risks around accountability, governance, and financial stability remain, DAO design continues to evolve in ways that make these organizations more resilient and scalable. As regulatory frameworks mature and infrastructure improves, DAOs have the potential to become core components of both decentralized ecosystems and traditional institutions seeking to embrace openness and adaptability.Learn more about Daniel's work here:https://www.danielliebau.org/--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

This week on Untangling Web3, Dan Hughes, founder of Radix DLT, explores the future of DeFi, scalability, and the barriers to mainstream adoption. With over a decade of experience in blockchain infrastructure, Dan shares insights on what it will take to onboard the next billion users into DeFi while maintaining decentralization and security.Key highlights:The Core Problem in DeFi Adoption: DeFi currently serves a niche audience of crypto-native users, leaving the majority of global finance untouched. The complexity of wallets, private keys, and transaction signing creates friction that prevents mainstream adoption. Without a more intuitive user experience, DeFi remains inaccessible to everyday users who expect seamless financial interactions.User Experience as the Key to Mass Adoption: Traditional banking apps provide a frictionless experience, while DeFi applications still require users to navigate MetaMask, seed phrases, and complex smart contracts. For Web3 finance to reach mass adoption, DeFi interfaces must become as intuitive as mobile banking apps, reducing the cognitive load on users.Scalability and the Infrastructure Challenge: Blockchain networks have struggled with scaling transactions while maintaining security and decentralization. The industry's obsession with incremental improvements—such as tweaking Ethereum’s EVM—has limited true innovation. Instead of patching existing architectures, DeFi needs a fundamental rethink of blockchain infrastructure, with scalability built from the ground up.The Future of DeFi and Real-World Use Cases: The long-term success of DeFi depends on moving beyond speculative trading and meme coins. Real-world asset tokenization, decentralized identity, and programmable financial contracts will be key drivers of sustainable growth. Institutions will play a role, but the industry must focus on building practical financial applications that serve real needs rather than catering solely to speculation.DeFi is at a crossroads where it must evolve beyond speculation and deliver tangible financial products that rival traditional finance in usability and efficiency. User experience, security, and scalability must be prioritized to make DeFi truly accessible to billions of people. The next five years will determine whether DeFi remains a niche financial experiment or transforms into a foundational component of the global economy.--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

This week on Untangling Web3, Kyle Weiss and Shady El Damaty join us from ETH Denver to explore the future of digital identity, decentralized personhood, and blockchain-based verification systems. As the digital landscape evolves, ensuring secure, verifiable, and privacy-preserving digital identities has become a critical challenge. This conversation delves into how Web3 is reshaping identity management and what it means for online trust, governance, and digital interactions.Key highlights:Decentralized Digital Identity in Web3: Traditional identity systems rely on centralized institutions that store and manage personal data, creating vulnerabilities in security and privacy. Decentralized identity systems use blockchain and cryptographic proofs to enable individuals to control their own identity without relying on third parties. This approach enhances security and reduces risks related to data breaches and identity theft.Proof of Personhood and Sybil Resistance: Online communities and governance systems require methods to distinguish real human users from bots or duplicate accounts. Proof of personhood mechanisms verify that an identity belongs to a unique human, ensuring fair participation in airdrop distributions, decentralized autonomous organizations (DAOs), and financial transactions. These verification methods prevent Sybil attacks, where single entities create multiple fake accounts to manipulate systems.AI and Identity in a Web3 World: As artificial intelligence and AI agents become more prevalent, the ability to distinguish between human and machine interactions is crucial. Decentralized identity solutions ensure that human participants can verify their authenticity while interacting with AI-driven systems, maintaining transparency and trust in financial transactions, governance, and digital communities.Decentralized digital identity is shaping the future of online trust, governance, and security in Web3. By enabling users to own and control their identity, blockchain-based identity solutions enhance privacy, prevent fraud, and create fairer digital ecosystems. As digital interactions become more automated, the ability to verify real humans in a decentralized, privacy-preserving way will be a cornerstone of the next evolution of the internet.Learn more about Kyle and Shady's work here:Holonym: https://human.tech/Human Passport: https://passport.human.tech/--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

This week on Untangling Web3, Oleg Fomenko, co-founder of Sweat Economy, breaks down the concept of the movement economy—a system where physical activity is tokenized to create financial and social value. Sweat Economy leverages Web3 incentives to encourage people to be more active, transforming movement into a digital asset with real-world applications.Key highlights:The Movement Economy as a Trillion-Dollar Market: Physical activity generates economic value for individuals, businesses, and governments. Healthier populations reduce medical costs, increase productivity, and create long-term financial benefits. Tokenizing movement enables individuals to capture the value of their own activity rather than allowing corporations or governments to benefit from it exclusively.Tokenizing Physical Activity: Steps and movement generate Sweat, a token that represents the financial worth of physical activity. The more a person moves, the more Sweat they earn. Unlike speculative tokens, Sweat has intrinsic value because it is backed by human effort and real-world utility, creating an asset that cannot exist without user participation.Economic Incentives for Governments and Employers: Governments and healthcare systems benefit from a healthier population, reducing costs related to obesity and chronic illness. Employers gain more productive, engaged, and active employees by integrating Sweat Economy into workplace wellness programs. Movement incentives create a sustainable model where various stakeholders contribute to and benefit from a more active society.AI-Powered Personalization in Web3 Health: Artificial intelligence enhances the movement economy by creating personalized health incentives. AI agents analyze individual fitness habits and provide tailored rewards, optimizing behavior change through instant gratification. Unlike traditional wellness programs, AI and blockchain combine to make incentives scalable, transparent, and verifiable.Sweat Economy redefines how physical activity is valued, turning movement into a digital currency that fuels a decentralized health and wellness ecosystem. By leveraging blockchain, tokenized incentives, and AI-driven personalization, Sweat Economy aims to create a more physically active, financially empowered, and healthier society. The future of the movement economy lies in integrating Web3 incentives with real-world applications, bridging the gap between personal health and financial opportunity.--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

In this episode of Untangling Web3, brand strategist and Web3 expert Diego Borgo explores the challenges and opportunities of branding in the decentralized space. With extensive experience advising global brands like Adidas, Prada, Mastercard, and Porsche, Diego shares insights into the evolving perception of Web3 and how brands can adapt to the changing digital landscape.Key highlights:The Branding Problem in Web3: The term "Web3" carries a branding challenge due to its association with scams, speculative trading, and complex technology. Many mainstream brands and consumers perceive it as a high-risk space, making it difficult for businesses to position themselves within the industry.Reframing the Narrative for Mass Adoption: For Web3 to achieve widespread adoption, brands need to shift their messaging away from technical jargon like "decentralization" and "zero-knowledge proofs" and instead focus on tangible benefits. Successful branding strategies must highlight real-world applications, ease of use, and how blockchain technology improves customer experience.Building Trust and Utility in Web3: Trust remains a major barrier for mainstream adoption. Many companies struggle to communicate the practical value of blockchain beyond speculation and trading. To overcome this, brands must emphasize transparency, security, and user-centric design to attract and retain non-crypto-native users.AI and Web3 as Complementary Forces: The rise of AI presents both a challenge and an opportunity for Web3. AI-powered automation is simplifying complex blockchain interactions, reducing the need for technical knowledge. In the future, AI agents could act as intermediaries between users and decentralized systems, removing friction and making Web3 more accessible.Web3 branding needs a fundamental shift from its current perception of being technical, speculative, and difficult to understand. To reach mainstream audiences, companies must prioritize trust, user experience, and clear messaging that resonates with non-technical consumers. The convergence of AI and Web3 offers a promising path forward, where automation and intelligent systems make decentralized applications more accessible and integrated into everyday life.--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

In this episode of Untangling Web3, futurist and AI expert Dan Södergren joins the conversation to explore how artificial intelligence and Web3 technologies are transforming the future of work.With a background in digital transformation and consumer rights, Dan explains why the rise of AI is triggering what he calls the Fifth Industrial Revolution and what it means for individuals, businesses, and society.Key highlights:The Fifth Industrial Revolution and Work Transformation: AI is fundamentally changing work structures, just as previous industrial revolutions redefined labor. Automation is shifting the balance of power, enabling individuals to have supercharged productivity through AI agents and automation tools. Unlike past technological shifts, this transformation allows individuals—not just large corporations—to own the means of production.AI Agents and Workplace Automation: The emergence of AI agents capable of automating entire workflows is reducing the need for repetitive human tasks. Instead of simple tools like ChatGPT providing single responses, autonomous AI assistants are now able to act on instructions, execute tasks independently, and integrate with various business systems. This shift is leading to radical flexibility in workplaces and the potential for decentralized, AI-driven companies.The Role of Open-Source AI in Decentralization: The future of AI is moving towards open-source models and small language models (SLMs) rather than relying on centralized proprietary systems. This shift allows businesses and individuals to run their own AI models locally, maintaining data privacy while customizing AI to their specific needs. As AI costs drop, running private AI models for personal and business use is becoming an accessible reality.AI is no longer a futuristic concept; it is an immediate and disruptive force in the workplace. The shift towards AI-powered automation and decentralized digital workspaces will require individuals and organizations to rethink productivity, employment structures, and business strategies.Embracing AI while maintaining ethical and responsible use will define success in the evolving digital economy. The companies and individuals that adopt AI intelligently will lead the charge in the Fifth Industrial Revolution.Learn more about how to use AI for Marketing with Dan's course here:www.aimarketingcourse.co.uk--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

In this week's episode of Untangling Web3, we dive deep into the future of Web3 identity with George Kassis from Kinexys by J.P.Morgan. George's blockchain journey began a decade ago with a university thesis on Bitcoin prediction models, and he has since become a thought leader in the space. In this episode, we explore the evolution of identity from Web0 to Web3, discussing how identity has transformed from physical documents to digital representations.Key highlights:Evolution of Digital Identity: The episode traces the journey of digital identities from simple web-based user accounts to sophisticated blockchain-enabled identity systems that ensure privacy and security.Challenges of Web2 Identity Models: Discusses the limitations of Web2 identity systems, particularly how they handle personal data without adequate security, leading to increased fraud rates during crises like the COVID pandemic.Web3 and Blockchain Solutions: Explores how blockchain technology offers a foundational solution for secure, decentralized identity management, potentially preventing fraud and enhancing user control over personal information.George emphasizes the importance of identity in the digital age, where fraud rates soar due to inadequate identity systems. We discuss the need for a more efficient, privacy-preserving identity solution that respects user autonomy while ensuring security. George shares insights on the role of blockchain in creating a common source of truth for identity verification, highlighting the potential of decentralized identity systems. This episode highlights the transformative potential of blockchain in reshaping digital identity management systems, moving towards more secure, user-centric models. It emphasizes the need for an overhaul in digital identity structures to accommodate the demands of a fully digital world, proposing blockchain as a viable solution to existing vulnerabilities.--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

In this week's episode of Untangling Web3, we dive into the booming yet controversial world of memecoins—tokens built on blockchain but driven primarily by internet memes and social media virality. From the iconic rise of Dogecoin to the latest meme-based tokens, this episode unpacks the hype, the risks, and whether memecoins offer any meaningful value or are just a speculative frenzy.Key highlights:The Origins and Evolution of Memecoins: Memecoins trace their roots to Dogecoin, created in 2013 as a parody of the crypto world but unexpectedly evolving into a multibillion-dollar asset. The episode explains how memes, originally shared as images or videos, have extended their influence into financial instruments through memecoins, leveraging internet culture and online communities to create viral economic ecosystems.Community, Virality, and the Get-Rich-Quick Mentality: We explore the dual nature of memecoins, highlighting their appeal to communities while also acknowledging the speculative dangers. Memecoins thrive on the shared humor, narratives, and stories propagated by internet communities, but this virality often leads to speculative bubbles. Examples include Dogecoin, Hailey Welch’s controversial Hawk token, and some notable "others", which shot to billions in valuation before dramatic crashes.Risks, Scams, and Regulation: While some see memecoins as fun community projects, others view them as dangerous speculative traps. The discussion covers the risks of rug pulls and financial losses when inexperienced investors get caught up in viral hype. The episode emphasizes the need for better education, potential regulation, and distinguishing between genuine community-driven projects and bad-faith actors exploiting meme culture for profit.Memecoins encapsulate both the power and pitfalls of internet culture when mixed with financial incentives. While some projects may foster genuine community engagement, many pose significant risks for investors seeking quick gains. The key takeaway: Always DYOR, and be careful out there. --This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.

This week's episode of Untangling Web3, features Johnny Garcia, who brings extensive experience from VeChain Foundation and Bitwise Asset Management, focusing on the intersection of ETFs, cryptocurrencies, and the broader financial landscape influenced by blockchain technology.Key highlights:Development of Crypto ETFs: The inception and evolution of cryptocurrency ETFs are explored, highlighting how regulatory milestones have facilitated the inclusion of Bitcoin and Ethereum in mainstream investment portfolios.Convergence of DeFi and TradFi: The blending of decentralized and traditional finance is reshaping investment strategies and asset management, leveraging blockchain enhancements.Impact of Regulatory Changes on Crypto Investments: Recent and ongoing regulatory developments affect the appeal and structure of crypto ETFs, impacting both institutional and retail investors.Technological Innovations in Blockchain for Finance: Technological advancements within blockchain are enhancing the functionality and appeal of ETFs, reinforcing their importance in the financial ecosystem.Johnny's insights illuminate the transformative role of blockchain and crypto ETFs in modernizing financial markets, underscoring the importance of regulatory clarity and technological innovation in fostering growth and stability in this dynamic sector.--This episode is sponsored by the VeChain foundation. Learn more about VeBetterDAO here:https://vebetterdao.org/--Learn more about Web3 at:https://untanglingweb3.com/--Untangling Web3 is brought to you by hosts Jack Davies and Alec Burns, with music by Daniel Paigge. Got a question or topic suggestion? Send us an email at [email protected] what you're hearing? Show your support by becoming a subscriber and don't forget to leave us a stellar review.The views we express here are our own, and do not represent the views of our employers. Nothing discussed or stated in the show should be considered advice.