For many businesses, blockchain has remained more theoretical than practical, or it’s seen as indistinguishable from cryptocurrencies. Now there’s a first-of-its-kind business application that connects online content creators and buyers, showing how the technology is generating real-world business opportunities, not just hype, that should resonate across many sectors.

This blockchain solution aims to bridge a gap that has long existed on the internet. While social media has become a tremendous force driving creativity and collaboration, with artists and influencers being catapulted into the limelight overnight, this environment has been better at creating clicks and publicity than profit. It can take years for an artist to perfect a song or an image — and mere seconds for someone else to copy or pirate it. Meanwhile, influencers play a key role in the ecosystem by publicizing, endorsing or repackaging such content, and consumers trust key influencers and friends and family more than brands (61% vs. 38%), according to a May 2020 survey by Matter Communications. But rewarding their contributions can be a struggle.

Read more at: Blockchain And Digital Assets Are Paying Off — And Your Business Should Take Note (forbes.com)