The crypto winter has pitched the giddy excitement over the endless possibilities of Web3. The drumbeat of negativity hasn’t shaken Time president Keith Grossman’s confidence in Web3 providing a new path to sustainable business models. Time, now under the ownership of billionaires Marc and Linda Benioff, has become the most aggressive large publishing brand in exploring the possibilities of Web3. To date, Time has:

Minted iconic covers as NFTs and generated nearly $500,000 in proceeds
Collaborated with artists to reinterpret Time covers as part of the Timepieces Web3 community
Dipped its foot in the metaverse with a Galaxy Digital deal to create a metaverse newsletter and a metaverse category of the Time 100.

“I started to see collaboration. I started to see Web 2.0  is about the audience, but Web3 is really about community,” Keith told me on this week’s episode of The Rebooting Show. “I started to see a different way in which brands could evolve. “