Just because you can, doesn't mean you should be making NFTs, but if you decide to do so, it might be worth learning about the real capabilities this incredible new technology.

The arrival of NFT technology allowing the creation of scarcity in the digital "art" world sounds like a great idea on paper.

But the reality is that it has turned into a speculative market (just like the art world but without the talent) filled with people looking for the next opportunity to get rich by doing the bare minimum.

So as expected, everyone, including your tech-savvy grandma, has jumped on it, making a never-ending list of utter crap or "art", as some might call it.

And, of course, brands have followed, trying to be seen as "kewl" by making digital tacos, 3D vending machines, 3D chip containers, animated rolls of toilet paper, and even creating their own digital currency....Man! they are sooooo kewl, aren't they? NOT!

Before you embrace your inner Picasso by making your next NFT project, there are a few things to consider:

Take advantage of the digital medium

Let's get something out of the bag - NFTs aren't art; a lot of their value goes beyond aesthetics. But the one thing that most of the great NFTs have in common is that they don’t try to replicate other forms of art like photography or painting. It’s crucial to embrace the advantages of digital technology when developing your artwork as you aren't talking to the gallery experts. Don’t get me wrong, looks are important. Still, your audience is people who don't know of a life pre-internet, and as such, they value specific aesthetics, story and community over conceptual ideas, brushstrokes or composition.

Talking about beautiful aesthetics the work of @hanneshummel achieves that by merging new technologies with traditional imagery.

Artificial Florilegia – Act 2 by @hanneshummel

The playful work of @deekaymotion doesn't achieve a high conceptual standard but it mixes the nostalgia of an era of toys, comics and old school video games with modern animations.

“NFTs aren’t art. A lot of their value goes beyond aesthetics.”

The online world is all about community

We must understand that any online interaction is about uniting people for better or worse, and NFTs are no different. The most successful NFT projects have a story that goes beyond a standalone piece by integrating exclusive access to digital games, the Metaverse or an online community. Think of your NFT drop as a way of creating your own micro-universe that people can join.

NFT Worlds are generative worlds with geography, resource & feature data stored on a chain. Each NFT can be played, explored and built-in in the Minecraft platform.

Junkyard Dogs is an NFT drop where each animated NFT (intended to be your profile pic in the online world) gives you access to a membership community. As a member, you are then eligible for giveaways, weekly airdrops, access to private Discord channels and their metaverse land.

Add value with a real-world experience

If the digital world seems too much for you, think of other ways of adding value in a real-world context.

To prove that people aren’t buying NFTs because of their artistic merit we have Gary Vee's VeeFriends. God! they are horrendous I know! but their value isn't based on their aesthetic (obviously), but some of his NFTs gives you 3-year access to his conference (VeeCon) and others give you an "exclusive gifting experience curated" by the one and only Gary Vee. Love it or hate it, it shows the capabilities that can be integrated into a smart contract.

NBA basketball player Danny Green dropped an NFT of a hologram version of his 2020 NBA Championship ring (comes with his own screen display). The NFT includes other benefits such as a special edition AR app that will beam Green’s NBA Championship ring onto people’s hands, and control an AR version of the ring hanging over the Staples Center. The winner will also have the opportunity to play a game of horse with Green in person after the NBA Playoffs.

Use your profits for good

If you are successful and actually make money from your drop, please don't view it as a way to get rich but instead as an opportunity to do some good by creating a community in itself or helping other ventures linked to your brand’s vision.

Not overly creative but the UK's Drum Magazine created an NFT of their magazine’s cover art. The auctioned cover, created by their design team, “depicts the world’s shift into understanding a new normal, representing a historic moment for the marketing industry.”

The proceeds went to The Marching Cobras, a marching band from the organization Cobra Performing Arts in Manhattan. The organization works with inner-city kids by giving them activities to do and aspirations to keep them motivated.

Female designer Rebecca Minkoff teamed up with Yahoo to raise funds on the digital marketplace The Dematerialised, producing 400 digital garments. The immersive NFT experience allows the user to explore a series of collaged images featuring the collection “I Love New York.”

The proceeds went to the Female Founder Collective, which gives grants to New York-based, female-owned businesses impacted by Covid-19.

Blockchain technology has opened the doors for many of us to connect in unique ways. It's worth mentioning that we are still in the infancy stage of a new technology that won't disappear. So instead of seeing it as a trendy opportunity to make a quick buck, we should be looking for ways to connect with people on a personal level by adding value to our creations.

Please share your thoughts on the NFT trend and your favourite projects.

Guillermo Carvajal is an innovative creative working
for clients in Australia, South America and the US. www.gc-ad.com

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99.999999999999% OF NFTs SUCK. A SIMPLE GUIDE TO HOW TO AVOID MAKING SH*T NFTs.

Just because you can, doesn't mean you should be making NFTs, but if you decide to do so, it might be worth learning about the real capabilities this incredible new technology.

Take advantage of the digital medium

The online world is all about community

Add value with a real-world experience

Use your profits for good