LEGO, WB,, Universal and more form creative blockchain group

Posted: 4 May 2018 1:14 pm
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Creative and media industries are collectively examining how blockchain can help them.

A new think tank, the Digital Future Council (DFC), has been formed at Cannes Lions, with the goal of bringing together media and technology, focusing especially on the creative and entertainment industries. Founding members include LEGO, Warner Bros., Universal, Sony Music, Hearst Media and many more.

On the cryptocurrency and blockchain side, it's advised by organisations like and other tech advisors.

"The collision of technology and creativity has the potential to drive increasing returns for all stakeholders, but too often this outcome is undone purely because of a lack of understanding on either side of the table. Bringing together the best of brand communications, media, and technology to expedite this joined-up narrative is an exceptionally exciting prospect," said former Global Head of Innovation at Cannes Lions, and current Digital Future Council advisor, Rob Dembitz.

"The DFC offers us a chance to keep on top of developments in the industry in order to feed our marketing experimentation and testing programme and drive our business growth. It also offers a forum for senior marketing and creative technologists to debate future management frameworks of new technologies," said GoDaddy VP Kate Cox.

It will officially launch at Cannes Lions on June 18-21, kicking off with a series of events focused on blockchain technology, in response to demand from members and creative communities, the press release says.

In addition to bridging the gap between understanding in tech, media and entertainment, the group will be focusing on practical applications of the technology in audience interaction, content distribution and monetisation, and digital rights management. It will also be exploring how to empower consumers to understand the true value of their data as it pertains to advertising dollars.

"As someone who's been heavily involved in both tech and media for nearly a decade, I've seen firsthand how eager businesses are to implement essential tech but struggle due to a lack of knowledge in the hands of decision makers," said James Tabor, MEDIA Protocol CEO. "The Digital Future Council is an open forum, where creatives and the tech savvy collide to ask the questions that haven’t been asked yet. The names on the roster thus far are incredible and we can't wait to see how this quarterly gathering can drive constructive innovation for all involved."

The DFC is one industry group among many that are springing up to collectively explore the benefits of distributed ledger technology in their area. The most prominent other example might be MOBI, the automotive industry's blockchain group.

Disclosure: At the time of writing the author holds ETH, IOTA, ICX, VEN, XLM, BTC, NANO

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