Looking Glass Labs Appoints Brand Veteran Ryan Lassi as Senior VP of Marketing for House of Kibaa

Ryan Lassi’s career highlights include marketing manager roles at global brands such as Red Bull and Spotify.
Image source: Looking Glass Labs

Quick take:

  • Ryan Lassi will lead the marketing of House of Kibaa’s Project Origin metaverse initiative.
  • He was recently the global head of partner marketing at technology-curated travel company, Pollen.
  • Lassi is also a creative consultant and strategist at Web3 motion design studio, Rising Agency.

Looking Glass Labs, a Web3 agency specialising in NFT architecture, immersive metaverse environments, play-to-earn tokenization and virtual asset royalty streams, has announced that it has hired Ryan Lassi as the senior vice president of marketing for its digital studio, House of Kibaa (HoK).

In his role as senior VP of marketing at House of Kibaa, Lassi is tasked with leading the marketing of its Project Origin metaverse initiative and scaling the studio’s marketing function.

Lassi joins HoK as a seasoned marketing veteran with experience growing global brands across the technology, music, and creative services industries. His career highlights include marketing manager roles at Red Bull and Spotify.

He spent nine years at Red Bull in various roles, before working his way up to become culture marketing manager to lead his team in driving yearly business plans to build the brand’s story in music. 

Lassi later joined Spotify as a global experiential marketing manager and global music marketing manager where he spent over three years managing global experiential and music marketing campaigns.

Most recently, Lassi was the global head of partner marketing at a technology-curated travel company, Pollen. He implemented marketing strategies to scale franchises for known figures in the music industry such as Justin Bieber, J Balvin and Kygo.

While Lassi has spent most of his career leading creative marketing for brands and artists in the music industry, he also has experience in the Web3 space. He is a creative consultant and strategist at Web3 motion design studio, Rising Agency, driving artist and brand growth via NFTs, digital marketing, social media, DSP consulting, content creation and campaign management.

Lassi was the marketing lead for alt-pop singer-songwriter mehro’s career launch and provided marketing support for the deadmau5 x Smear Balls head5 NFT collection. 

“The metaverse space, NFTs and play-to-earn gaming are all areas that we believe will stand to benefit from a strong marketing effort. Therefore, Ryan’s addition is expected to benefit both LGL and HoK going forward,” said Dorian Banks, CEO of Looking Glass Labs.

HoK is collaborating with GenZeroes Production Inc. to produce the first live-action sci-fi series starring Hawkeye actor, Aleks Paunovic. Dubbed GenZeroes, the show will come with its own NFT series, GenX, and a trading card battle game known as Overlords. 

Holders of a GenX NFT can battle in the Overlords game and also access behind-the-scenes looks at trailers and the development of GenZeroes episodes.

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