NAB 2022 Perspectives: Eluvio CEO Michelle Munson on How Content Fabric, NFTs, and Web 3.0 Could Change Everything By Ken Kerschbaumer, Editorial Director
Thursday, May 26, 2022 - 12:24 pm
Print This Story
Eluvio Content Fabric continues to make gains as Eluvio looks to provide a way for video-content creators to distribute video to customers without CDNs, cloud stacks, transcoding, or databases. Michelle Munson, CEO/founder, Eluvio, discussed the latest developments in Content Fabric, NFTs, Web 3.0, and more with SVG at NAB 2022 last month.
Eluvio's Michelle Munson: Every single thing we're involved in is just unlocking the way you can tokenize video.
There is a lot of discussion around technologies like blockchain, Web 3.0, NFTs. What's your take on the latest developments?
There is an acceleration of where the internet's going, and we've been very lucky that the Eluvio Content Fabric as a blockchain has evolved in both its capabilities and its uses in the ecosystem where all of these experiences and content gets built and then tokenized. Now third-party developers are building these frontend experiences along with node providers, and we are at the point where we're having a contribution, both in terms of the backend validation and the provision of nodes into the network.
For example, Eluvio provides some of the core blockchain protocols for the media-application layer. We're involved with the WWE Moonsault [official marketplace for NFTs], and that has taken advantage of a lot of the features in our Fabric kit and what we've built up in the API stack.
It's all quite mature, and we're getting some creative things going for what will be a multidimensional NFT experience.
There seems to be a lot of discussion around the Metaverse and Web 3.0. What do you think that experience will be like and how it will change content experiences?
I do think Web 3.0 is a much broader concept than the Metaverse on its own, which I think of as a certain type of new content experience. For example, Microsoft did a launch of Windows 11 where it was an AR60 concert with an in-experience NFT drop. It was the first of its kind and super-successful, with 120,000 NFTs minted over a week and 52,000 wallets. That is a retail Metaverse, which allows for augmented-reality experiences streaming on our platform.
When you combine the Unity Pixel streaming technology [that allows developers to stream rendered frames and audio from a remote-GPU-enabled computer] with NFTs as a means of ownership and incentive for achieving certain levels of knowledge or participation, you can create retail offers. As the customer goes through the shopping experience, they discover new things that sponsors are making for you and even interacting with them, like unlocking a room that you can access only with specific tokens.
NFT ownership can sort of gamify levels of knowledge. I think that interplay is one of the experiences that we are involved in that I think is super-interesting, and the production is there to do that sort of thing as the Content Fabric supports the interactivity and ownership by providing an embedded wallet experience. And last is Avatars, which can be associated with an identity, and a blockchain address is a great way to do that.
Let's discuss a project you worked on, Dollyverse for Dolly Parton, that might help folks understand how this all could work.
We backed the live-streaming concert and an album NFT drop for Dolly Parton that was the premium event at SXSW in Austin. It was a four-hour live show from Austin City Limits where Dolly released her book Run, Rose, Run and the associated album. And the album dropped as an NFT to the Eluvio wallets. It was also a great test of this ad hoc environment because people were creating their own wallets and claiming their free NFT of the album as they came into the theater. It was tremendous. Nearly half of it was in 4K, and the input went directly from Austin City Limits to the Fabric with no intermediary. We effectively recorded it into the Fabric, and people could rewatch it via a Rewatch NFT, which was minted and permissioned on the marketplace. And the Fabric's dynamic capabilities allow an existing wallet NFT to be updated.
With Web 3.0, the possibilities right now are wide, and all kinds of experiments are being done. It ranges from the more classical collector experience to this sort of experiential media ownership. But the common thread is fandom.
What was Dolly's reaction?
I've been invited to speak in Nashville because of it, I think music is interesting: it's more ear-to-the-ground on the internet because the industry has been through so much. I think music also desperately needs to get out from underneath the intermediary platform in order to increase the profitability. So I think that group has the highest motivation of all.
Does this future require wearing a VR headset and having an avatar of yourself?
In our case, the majority of the experiences that are being built with this tokenization are traditional fan experiences, where they were clearly not wearing glasses. It exploits both the entertainment and your Eluvio Media wallet. But, on the pure Metaverse side, the possibilities are wide open as to the design and the experience. That's part of the challenge: making it so people enjoy it and reach them in a whole new way. For example, you can have a traditional TV show that can create a whole new fanbase that is basically an online Discord threat that exists because someone created a gamified collecting experience.
And is video a big part of this future?
Every single thing we're involved in is just unlocking the way you can tokenize video. I think the opportunities are unlimited and all the right threads are being pulled on right now. This is my one plug for our Conten
Most recent headlines
17/02/2025
TVBEurope talks to the team who brought a piece of broadcasting history back to life on BBC Wales last night
By Jenny Priestley
Published: February 14, 2025 ...
17/02/2025
Eligible studios will receive the relief directly from their local authorities, with no need to submit a claim
By Matthew Corrigan
Published: February 17, 20...
17/02/2025
As DEI initiatives come under pressure in the USA, supporters of Rise, which promotes diversity in the media and entertainment sector, discuss the continuing im...
17/02/2025
EIB Global loan will partially fund SES's continued O3b mPOWER medium earth orbit (MEO) fleet expansion enabling additional capacity worldwide. O3b mPOWER s...
15/02/2025
At Nielsen, Business Resource Groups (BRGs) play a critical role in nurturing a ...
15/02/2025
Innovation to empower creativity: Explore the latest in Lightroom
Rob Christensen February 15, 2025
0 Comments
Whether you want to remove distracting ...
15/02/2025
Wisycom, a worldwide leader in RF technology and provider of wireless solutions, announces a new distribution agreement with EQUAPHON. An Argentinian profession...
15/02/2025
DPA Microphones, the leading manufacturer of high-quality microphone solutions, is pleased to welcome Nicholas Nick Mariano and Vincent Vince Divine to the ...
15/02/2025
Tuxera, a leading provider of quality-assured file systems and networking solutions, will showcase how Tuxera Fusion SMB enables unprecedented performance for m...
15/02/2025
Bitmovin's latest Video Developer Report indicates an increasing role of AI, the slow adoption of next-generation codecs, and continuing challenges when it ...
15/02/2025
When Michelin Enterprises set out to promote its prestigious Hotel Guide in the new Sleepless in the Kitchen , campaign, veteran German/Slovenian gaffer Robert...
15/02/2025
Formula E, the world's first all-electric racing series, revolutionizing motorsport with cutting-edge technology and a commitment to sustainability has sele...
15/02/2025
Agile Content, a global leader in TV and video technology solutions, announces its rebranding to AgileTV.
The transition to AgileTV stems from a commitment to ...
15/02/2025
Hiltron Communications will promote the latest additions to its range of satellite communication products, systems and supporting services at GovSatCom 2025. Th...
15/02/2025
Following the success of the original Airglow Booklight, DoPchoice debuts a new addition to their inflatable line the Float. This lightweight, inflatable, round...
15/02/2025
LAS VEGAS Marshall Electronics has announced that it will debut its newest camera controller, the RCP Plus, at the 2025 NAB Show at Booth N2649 between April 5 ...
15/02/2025
ATLANTA Gray Media has named Blake Sebo as the next general manager of KTUU and KYES, Gray's NBC and CBS affiliates in Anchorage, Alaska....
15/02/2025
KOKKEDAL, Denmark DPA Microphones will feature its new CORE+ technology for distortion-free microphone sound at the 2025 NAB Show, April 5-9, in Las Vegas....
15/02/2025
SWANSEA, U.K. QuickLink will launch StudioPro-NDI and StudioPro-3, two new models of its QuickLine StudioPro video production platform, at the 2025 NAB Show, Ap...
15/02/2025
Live From 2025 NBA All-Star Game Weekend: After 25 Years, Turner Sports All-In F...
15/02/2025
NASCAR Driver Cam on Max Embraces Cloud-Based Workflow for 2025 Season Chris Brown of WBD Sports says Mobii will play key part in delivering signals from the tr...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
14/02/2025
From an island off the coast of Lutruwita to the global stage in France SBS & ...
14/02/2025
The future of electro-optical/infrared (EO/IR) land systems is evolving so that ...
14/02/2025
Here are 5 reasons why you should attend ISE 2025
Discover more about Calrec: Learn more about Calrec's legacy of innovation in broadcast audio solutions ...
14/02/2025
World Radio Day: On the same wavelength
By Graham Murray, International Sales Manager at Calrec
To mark World Radio Day, Calrec's International Sales Ma...
14/02/2025
DALLAS and TYSONS, Va. Tegna has concluded a broadcast rights agreement that makes Tegna's KFAA in Dallas the exclusive local television partner of the Dall...
14/02/2025
Amazon's Prime Video has released a new app for Apple TV that the streamer said delivers an improved streaming experiences with faster scrolling, improved s...
14/02/2025
CLEVELAND Telos Alliance announced a software update for its Axia Quasar XR and SR line of audio-over-IP (AoIP) mixing consoles and will show the offering at th...
14/02/2025
Puget Systems Returns to HPA Tech Retreat 2025 with New Analysis Tools for Puge...
14/02/2025
Glass Animals: Tour of Earth Uses Blackmagic Live Production Workflow
Brie Clayton February 14, 2025
0 Comments
80six deploys Blackmagic URSA Broadcas...
14/02/2025
A dispute between Paramount and Youtube TV that would have pulled CBS stations and Paramount's cable channels from the streaming service has been temporaril...
14/02/2025
Colourist Deidre (Dee) McClelland details how she helped shape the distinct look and feel of whimsical Oscar-nominated stop-motion film, Memoir of a Snail
By C...
14/02/2025
BitFire said it intends to introduce forward-looking services that simplify the launch of live production workflows, and enhance real-time collaboration
By Jen...
14/02/2025
The claim by the liquidators is the latest twist in the ongoing saga of the companys collapse at the end of 2021
By Matthew Corrigan
Published: February 14, ...
14/02/2025
A carriage dispute between YouTube TV and Paramount could come to a head today (Feb. 13), with the virtual pay TV provider threatening to pull all of the progra...
14/02/2025
ENGLEWOOD CLIFFS, N.J. LG Electronics USA has opened a new in-house, state-of-the-art virtual production studio at its 360,000-square-foot North American headqu...
14/02/2025
NEW YORK In a bid to help local broadcasters find new ways of monetizing their content, the Coalition for Innovative Media Measurement (CIMM) and TVB have relea...
14/02/2025
WASHINGTON Three Democratic U.S. Senators have sent a stern letter blasting FCC Chair Brendan Carr for the weaponization of the agency for attacking broadcast...
14/02/2025
Years after launching the streaming service Apple TV+ in November of 2019, Apple has finally released a version of its steaming app for Android devices....
14/02/2025
FOOTHILL RANCH, Calif. Red Digital Cinema will make its V-RAPTOR [X] and KOMODO-X camera systems available with Nikon's premier Z Mount, providing filmmaker...
14/02/2025
DAYTONA, Fla. The Fox Sports production of this year's Daytona 500 will see the addition of a few new tech elements and the continued unfolding of the broad...
14/02/2025
Watch Bryson Battles Blind Audition on The Voice Get a Four-Chair Turn Michael Bubl said the Boston Conservatory at Berklee musical theater senior might have...
14/02/2025
2025 Daytona 500: FOX Sports Looks To Ride Super Bowl LIX Momentum Into NASCAR S...
14/02/2025
14 Feb 2025
VEON's Kyivstar and the Come Back Alive Foundation Raise USD 2....
14/02/2025
Max Renews THE PITT, Starring Noah Wyle, For A Second Season
Max
Warner Bros. Television Group
The Pitt
New Episodes Of The Medical Drama From John...
14/02/2025
This year, Technicolor proudly celebrates 110 years of shaping the magic of cinema pioneering color, visual effects, and innovation that bring unforgettable l...
14/02/2025
NBA All-Star: More Games, More Teams, More Music, More Sound From the Court Turner Sports' team will deploy familiar tech to capture all the audio By Dan D...
14/02/2025
LIV Golf Continues To Innovate With Drones, Data-Driven Graphics, and All-Access...
NAB 2022 Perspectives: Eluvio CEO Michelle Munson on How Content Fabric, NFTs, and Web 3.0 Could Change Everything By Ken Kerschbaumer, Editorial Director 
