GQ Launches Brand New Community on Discord to Discuss NFTs, Web3 and the Metaverse

Men’s magazine, GQ, hints at Web3 and metaverse plans as it launches Discord server for its community.
Image source: GQ

Quick take: 

  • GQ is building a decentralised virtual future.
  • It tells readers to connect their crypto wallet and watch for a surprise airdrop.
  • GQ is putting together a roadmap of Web3 experiments.

After launching The Metaverse Issue, leading men’s magazine, GQ, has revealed its Web3 plans with the launch of its very own Discord server, called ‘GQ3’ for the magazine’s readers to discuss the world of NFTs, the metaverse and everything Web3.

In a letter to readers, GQ editors wrote that those who join the Discord server can hang out with others in its community and get a first look at everything the magazine is developing in Web3 and the metaverse.

“We’ll be there, chatting about the latest Balenciaga collection, the best NBA tunnel fits, and our latest Ebay finds—and working with you to figure out how it all translates to our decentralized virtual future,” the GQ editors added.

Last December, Balenciaga announced that it is launching a metaverse business unit, while NBA has been creating metaverse experiences for fans. Last week, eBay announced a partnership with OneOf to launch its first NFT collection.

The Discord server is GQ’s first step in its Web3 strategy targeted at the instant messaging social platform’s sneakerhead and streetwear audiences. While it began as a space for gamers to chat, Discord has also become a popular platform for the NFT as well as the streetwear community to connect with one another.

The first 1000 people who join GQ’s Discord server will be given an “OG role” which grants them the keys to the GQ Discord universe, including first dibs at future drops, giveaways, and OG-only channels.

GQ is keeping its Web3 plans under wraps, saying that it has one surprise that it “can’t even talk about yet”. However, it said that readers will have to connect their crypto wallet and look out for an airdrop to find out what that surprise is. It did not mention which platform the crypto wallets have to be connected to.

The magazine said that it’s putting together a roadmap of Web3 experiments, which it will share on Discord before anywhere else. 

“It kept coming from the audience: they really deeply care about GQ writers, editors and photographers, and getting to know them and getting to understand the process, so we are looking for ways to foster more of that and set ourselves up for experimenting with our NFT, Web3 and metaverse future,” Joel Pavelski, GQ’s executive director of global audience development and social media told Vogue Business. 

Earlier this month, GQ’s parent company Condé Nast announced that it is building a Web3 strategy team. GQ joins a growing number of publications in moving into Web3

French fashion magazine, L’OFFICIEL, published its latest issue focusing on fashion in Web3 and how “NFTs and digital artists are taking over the art world by encouraging brands to embrace virtual reality.” It’s currently developing its virtual land on The Sandbox as it seeks new ways to present editorial content.

Other magazines such as Time and Billboard have both launched NFTs in the past few months.

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