Images of viral videos courtesy Jukin Media, Night Media)
Some of the most famous online videos in Internet history — including a dismissive Millennial saying “OK Boomer,” an addled post-dentist tween, and that New York rat dragging a slice of pizza down subway stairs — are headed to blockchain-backed collectible status.
Long-time viral video distributor Jukin Media has partnered with influencer management agency Night Media to launch Views, a service designed to help creators make and auction off NFTs based on their new and library content.
Views will auction videos that have been “minted,” or embedded, with non-fungible tokens that track their unique status, in a move to corner at least one sector of the emerging business of collectible art tied to unique digital identifiers.
Videos will come from FailArmy, Jukin’s heavily trafficked YouTube channel filled with viral clips, and famous videos such as David After Dentist, Pizza Rat and OK Boomer. Other clips in subsequent issues will come from talent in the Night Media stable, which includes stars such as MrBeast.
NFTs — non-fungible tokens — have become a white-hot sector among creators and artists hoping to use the blockchain-based technology to drive more revenue, exert more control of their creations, and even enjoy a cut of sales in secondary markets.
“YouTube videos such as David After Dentist, Pizza Rat, or OK Boomer are some of the most important pieces of internet history,” said Night Media President Ezra Cooperstein. “We envision Views will become the go-to NFT platform for creators and fans to celebrate these iconic videos.”
Privately held Jukin, based in Culver City, Calif., has acquired a deep library of more than 65,000 videos created by social-media users over the past decade. It in turn licenses those clips to many media outlets, monetizes the clips across social media, and creates linear programing built around some of the best of the material.
“Since our founding, Jukin Media has set out to give everyday video creators the power to monetize and protect their content,” said Jukin founder and CEO Jon Skogmo. “These viral videos represent some of the biggest cultural moments on the internet, and now Views will bring together multiple generations of creators for the industry’s next frontier.”
Night Media clients include MrBeast (Jimmy McDonald) who has built an audience of 60 million subscribers on YouTube, and generates more than 500 million views on his main channel there. His videos won’t be part of the initial drop of content on Views. Other clients include ZHC, Moriah Elizabeth, and Matt Stonie.
The heat around NFTs in social media hasn’t just been on YouTube or in discussion rooms on audio app Clubhouse, according to figures compiled by online-metrics company Tubular Labs. The top NFT-related videos on Twitter:
- Elon Musk: I’m selling this song about NFTs as an NFT (13.4 million views)
- Crypto.com: It’s Up! @boygeorge presents “YOUR TOKEN BOY” (9.2 million)
- Saturday Night Live: What the hell’s an NFT (3.5 million)
- Crypto.com: Sound On: Get Your Dogecoins ready! (3.3 million)
- Crypto.com: Own the Culture You Love. New NFTs from @Bosslogic dropping Friday (2.7 million)
Tubular also compiled the biggest NFT-related creators on Twitter. It’s worth noting that both billionaire Elon Musk and musician Grimes, Musk’s companion and mother of his child, are in the top five.
The Saturday Night Live video that popped into this list, is actually both a parody and crypto explainer video featuring cast members Pete Davidson and Chris Redd and hip hop star Jack Harlow. It also drew 2.8 million views on YouTube. Here’s the list of biggest NFT-related video creators:
- Crypto.com (18.0 million views, 21 videos)
- Elon Musk (13.4 million views, 1 video)
- Saturday Night Live (3.5 million views, 1 video)
- McDonald’s France (1.8 million views, 2 videos)
- Grimes (1.3 million views, 1 video)
On Monday, Donaldson separately announced an exclusive long-term deal with Current to create content for the fintech company and become one of its investors. Donaldson
Over the weekend, he posted on YouTube an offer to send $1 to each of the first 100,000 people who signed up for Current using his creator code. Other parts of the deal including merchandise drops, gifts to users and more. The company has created a reward points system that will allow users to acquire limited-edition clothing such as a MrBeast X Current hoodie .
Separately, Night Media recently launched a $20 million venture funds to back its creators’ investment initiatives.
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Originally published at https://www.forbes.com.