round21: Helping Athletes & Artists Build Brands Making Markets

This is Eric Golden and my guest today is Jasmine Maietta, founder of round21. Our conversation is a masterclass in brand building and collaboration. We cover how round21 was able to collaborate with large brands so early, how she builds a digital-physical model around goods, and why it’s so important to speak the same language as your partner, whether they would be a world class athlete or celebrity. Please enjoy this episode with Jasmine.
 
For the full show notes, transcript, and links to the best content to learn more, check out the episode page here.
 
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Show Notes
[00:02:09] - [First question] - How round21 ended up collaborating with Budweiser, NFLPA, and Bored Ape Yacht Club
[00:04:18] - Overview of round21, their mission, products, and what they do with big brands
[00:05:27] - How a traditional athlete sponsorship works today
[00:07:43] - Why celebrities entering the NFT space sometimes don’t do as well as they think they will
[00:09:45] - The rumor of round21 appearing on Shark Tank and if it’s true
[00:11:35] - How interested are athletes in interacting with round21 and what excites them
[00:13:21] - If she considers round21 to be a Web2, Web3 or bridge company
[00:14:48] - The physical and digital divide of collectibles as it pertains to the customer
[00:17:44] - The major differences between the NFL roadmap and the NBA roadmap
[00:18:53] - Her insight on pulling off a huge event and how much work and preparation it takes
[00:21:28] - Proof of Attendance and how she sees it impacting the world of sports
[00:23:05] - What a POAP is and what attendees received for Proof of Moment
[00:24:50] - The challenges of running limited run manufacturing and the customer acquisition cycle of a low frequency purchase 
[00:28:08] - Balancing round21’s brand versus the artist’s or athlete’s brands
[00:29:42] - How they work with an artist or athlete when they are unsure of what they want
[00:33:43] - Her take on what has been working well in the NFT space and what isn’t
[00:35:44] - Advice for keeping brand identity intact with multiple representatives
[00:38:22] - Her experience working with big brands over her career and how it’s shaped her learning
[00:39:50] - How she would explain the NFT space to a big brand and what their biggest push backs are
[00:41:53] - A quick sketch of how she ended up where she is today
[00:44:09] - What she is most excited to see built over the next 6 months and the next 6 years
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