Build creator relationships before tokens
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Dave Nemetz, founder of Reverb Ventures, on the intersection of web3 and the creator economy
you see a company that's clearly barreling forward in that direction because it's a hot buzzword
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Chasing web3 as a funding narrative usually means adding tokens before earning the trust and habits that make them useful. The stronger pattern is to first build direct relationships with fans off platform, then layer in ownership or governance slowly. In creator businesses, that usually starts with moving people from algorithm driven feeds into owned channels, storefronts, and communities where repeat engagement already exists.
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The practical first step is not a token launch, it is giving creators and communities a direct line to each other. That is why the creator stack has filled with tools like Beacons, Gumroad, and Discord, which help creators capture emails, run checkout, and gather fans in one place before trying more experimental monetization.
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The main mistake in a web2 to web3 transition is assuming users are ready for wallets and tokens when most are still learning the basics. The cleaner path is a web2.5 model, where the core product still feels familiar and centralized, and crypto sits in the background until the user wants to go deeper.
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This is also why creator tools split into two camps. Some bundle everything into one suite, others stay modular and interoperable. In both cases, the winning products solve a concrete workflow first, like checkout, messaging, or community management. They do not ask creators to rewire their business around a trend.
The next wave of creator web3 products will look less like abrupt crypto pivots and more like familiar creator software with ownership features tucked inside. The companies that win will use tokens and wallets as an extension of an existing community and revenue loop, not as the reason the product exists.