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This world-famous producer tells us why he is venturing into NFTs

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CryptoSlate recently had the opportunity to chat with world-famous producer Tony Hollingsworth. Tony is the founder of Listen Campaign, which will give holders access to exclusive social impact NFTs from the world’s greatest actors, musicians, artists, and writers.

Tony has over 30 years of experience working with companies, governments and foundations at the intersection of communications, media and popular culture. His credits range from, conceiving and producing the global media campaign that reached 600m and re-positioned Nelson Mandela from “black terrorist leader” to “black leader” to, consulting for the US White House on a public campaign in a response to 9/11.

Over the past 30 years, Tony has worked with well over 200 of the world’s top creative artists from Stevie Wonder to Ravi Shankar, from Denzel Washington to Natalie Portman, from Samuel L Jackson to Keith Haring.

What is your professional background and how, when did you get into crypto?

I’ve produced nine of the world’s largest global broadcast events and always utilised the most cutting-edge technology to do things that everyone else thought impossible. So new tech has always interested me, and when my son—who has been investing in blockchain businesses for a number of years—introduced me to the crypto world I immediately saw how revolutionary this was going to be.

What is Listen and what are the main goals of the project? What made you decide to set up the Listen Campaign?

The Listen Campaign is an annual and global media campaign for vulnerable and disadvantaged children, of which there are 1 billion in the world. It’s an enormous problem and one we hardly ever hear about it. The campaign is bringing together major stars and creative artists, and the world’s biggest media partners, so we can ‘listen’ to the problems faced by these children and to celebrate and support the solutions that already exist and are ready to be scaled up or replicated.

I remember the exact moment I decided to set up that Listen Campaign. Having worked on many major causes including freeing Mandela and ending Apartheid, I was thinking about what issue we should look at next. Children were very much on my mind and one night whilst walking one of my children to sleep and listening to the BBC World Service radio, I heard an African mother being interviewed whose baby had just died of diarrhea. She could have saved it with a 10 cent sachet and some clean water but she had neither. The inequity of the situation just hit me; if my child was even slightly ill we could call a doctor. But this mother had nothing. 

What was your experience in working with some of the biggest names in music?

I’ve got too many stories—some I can share and some I can’t! I’ve had the privilege of working with over 200 of the world’s biggest music stars including Stevie Wonder, Seal, Dire Straits, Bob Dylan, Mary J Blige, Whitney Houston, David Bowie, B.B. King, Diana Ross, George Michael, Jon Bon Jovi, Keith Richards, MC Hammer, Roger Waters, Sinead O’Connor, Shaggy, Bee Gees, Chris de Burgh, Chaka Khan and many more.

I have so many memories, and the historic moments we caught on camera are the memories that will be minted as NFTs and treasured as historic time capsules by whoever ends up owning them. When challenges came up organizing and running the events—which happened a lot!—all of them responded amazingly with creative solutions that resulted in really special moments that I will always treasure.

What do you think some of those hugely famous and successful musicians you have worked with would make of cryptocurrency and blockchain?

Well, great artists are natural innovators—I expect that if David Bowie was here he would have been one of the first to embrace blockchain technology. Visual artists and musicians are already embracing NFT collectibles, and artists like Ashton Kutcher are using NFTs in ways that is likely to transform the way entertainment shows are funded and marketed forever. Creativity and innovation truly go hand in hand.

What do you believe are the biggest obstacles for mainstream adoption of crypto and blockchain?

There are three obstacles that I can see. First, there needs to be clear, authoritative and educational content. Second, there needs to be a simple and consistent wallet infrastructure that is as easy to use as PayPal. And Third, transaction fees need to be as low as credit card payments. Once we achieve all three—and achieve them we will—mainstream adoption is just a matter of time.

What does Listen do that others don’t? Do you think more projects will be established to try and use blockchain for good?

Listen is the first project bringing exclusive and iconic historical content to the blockchain by making NFTs from performances by the greatest creative stars in the last 40 years. Then from March 2022 onwards, we will then have a pipeline of star content from the annual Listen Campaign that we will be turning into a steady stream of rare NFTs that we will be auctioning off on our Listen Collectibles Auction & Shop over the next decade.

How important is it that blockchain and crypto usability and user experience is improved?

Well, the end-user has very high expectations. They are used to the ease and simplicity of making PayPal payments, ordering Ubers and booking Airbnbs, all with just a few simple clicks and swipes, without having any knowledge of the underlying code or data architecture. For crypto to achieve the same level of mainstream proliferation the user experiences have to be at that same high level.

We have designed our Collectibles Auction & Shop from the ground up to make the process of buying NFTs as easy and simple as possible for a non-crypto audience. This is why we decided to build on the Flow blockchain, as it is super fast, and so users aren’t waiting around for transactions to be validated and have tiny transaction fees, so regular people can bid on NFTs without having to spend $50-$100 each time. Flow also allows native fiat payments, so users can pay with their credit cards. We are anticipating reaching an audience of 500 million people every year, and a great deal of them will not be crypto-fluent, and so we had to make sure that our NFT platform would be really easy for them to use.

Do you think simplification in the way people experience and use crypto will drive adoption? 

When we want to get something done, we all want to take the shortest and easiest route. Beautifully designed user experiences do this for the user, and allow them to do what they want in the fastest and most intuitive way possible, whether it’s a clear and simple user interface the user can easily navigate or hiding many complex operations into a single swipe. The simpler crypto is to use, the more widespread its adoption will be.

What is your most controversial opinion relating to blockchain and/or cryptocurrency?

My most controversial opinion relating to crypto is probably that Ethereum is old, overrated and environmentally destructive. The majority of projects are still choosing 

Ethereum is the default technology on which to build, even though superior blockchain solutions exist. 

Do you have any blockchain and/or crypto predictions for 2022 and beyond?

Yes. I believe that by 2023 the majority of NFT projects will be running on the Flow blockchain.

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Source: https://cryptoslate.com/this-world-famous-producer-tells-us-why-he-is-venturing-into-nfts/

Blockchain

Phaeton Introduces a Renewable Energy Powered Real Estate Tangible NFT Marketplace

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Phaeton has announced the development of a Real Estate Tangible Non-Fungible Token Marketplace that operates as a Sidechain to Phaeton Blockchain, a proprietary Blockchain technology of the company. The Tangible NFT Marketplace is a Blockchain platform for real estate developers and investors to trade TNFTs. In addition, the TNFT platform comes with a crowdfunding mechanism that allows sponsors and developers to mint tokens for their real estate projects and transacts them on the Marketplace.

Phaeton’s sidechains and smart contracts are a Blockchain ecosystem and tool for developing multi-sector business and cross-functional solutions. This feature of the Phaeton Blockchain enables the development of the Phaeton Real Estate Tangible NFT Marketplace. Additionally, as Phaeton prides itself as a Blockchain alternative, focusing on attending to people’s needs before profit, the Phaeton team has developed it to be energy efficient through renewable energy sources. This energy efficiency and low carbon footprint enable the sidechain-based Real Estate TNFT Marketplace to operate on similar lines.

Speaking at the launch, Ron Forlee, Phaeton’s Chief Executive Officer, called the development of the Real Estate TNFT Marketplace a ‘revolutionary innovation that solves the problems associated with current real estate investment and transactions by offering liquidity, capital raising and seamless transactions through TNFTs.’ “What we aimed for was to develop an energy-efficient TNFT Marketplace without authentication and ownership issues. Because we can create the Real Estate TNFT Marketplace on the Sidechain driven by renewable energy, it is a solution that is in line with the core values of our sustainable development goals,” he concluded.

Talking about the advantages of their technology, Chai Shepherd, the Chief Technical Officer, spoke about the benefits of the Phaeton Real Estate TNFT Marketplace. “We developed the Phaeton Blockchain algorithm using the Delegated Proof of Work system that allows lower energy consumption. In addition, as the Real Estate Marketplace is on a Sidechain, the gas fees and transaction volume on the mother chain is reduced. We also made the decision to focus only on tangible items that have authenticity and provenance to ensure proper authentication, permanence, conservation and ownership,” Mr. Shepherd explained.

Speaking on how they have been able to power their technology on a hundred percent renewable energy source Mr. Shepherd added, “We have developed strategic partnerships with key renewable energy players to develop a host of solar, wind, hydro and other renewable power farms from which we power our datacenters and its equipment. We also have equipment that comes with solar wrap-around energy solutions for both power consumption and cooling system.”

In Phaeton’s whitepaper, the company discussed the various types of Real Estate TNFTs offered on the platform. Among the real estate TNFT listed were TNFT used as shares—which was described as an excellent means of crowdfunding investment or developing projects—TNFT as Titles for owning a property, TNFT as Timeshares, TNFT as co-shares and TNFT as Decentralized Finance.

Discussing their marketing plans to ensure that the solution creates a global impact, Chief Operating Officer Damian Robson listed a five-stage marketing approach. It includes identifying and focusing on a target consumer base, building a community that supports and self-promotes the Real Estate TNFT Marketspace, deploying social media marketing, using social media influencers and the investment in Public Relations. “We believe that using these channels properly with a focus on proper data analytics would enable us to understand our consumer base, introduce our product’s uniqueness and chart the course for improvement and enhancement,” he added.

As the world economy continues to grow amid climate change concerns, it has become imperative that businesses across sectors begin to develop practices that reduce their carbon emission and contribute to greenhouse gas. Phaeton has taken the mantel of leadership by creating a Blockchain ecosystem that functions entirely on renewable energy. This initiative and its promise of support to other businesses can significantly decrease the Blockchain sector carbon emission, as the Blockchain industry is infamous for its contribution to energy use from fossil fuels.

Telegram: http://bit.ly/Phaeton_telegram
Website: phaeton.io
IEO on latoken: https://latoken.com/ieo/PHAE
IEO on p2pb2b: https://p2pb2b.io/token-sale/302/


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Source: https://www.livebitcoinnews.com/phaeton-introduces-a-renewable-energy-powered-real-estate-tangible-nft-marketplace/

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Blockchain

ADALend Ignites The DeFi Space

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ADALend is a scalable and decentralized lending protocol governed by a decentralized autonomous organization (DAO).

ADALend will offer various features that will provide its users with decentralized financial instruments accessible to everyone with access to the internet, without the complicated KYC requirements of the mainstream banking system.

The protocol will improve digital assets’ capital efficiency by enabling assets accumulated to fund multiple loan pools. The protocol will utilize the Cardano blockchain to flesh out DeFi potential as a viable replacement to the traditional financial sector.

Green Blockchain

Blockchains of the future will be required to have a lower impact on the environment, working efficiently without consuming enormous amounts of energy to remain operational. Cardano has been one of the most energy-efficient blockchains in the industry. 1.6 million times lower than bitcoin and well below the average level of high market capitalization coins.

Cardano has also announced its partnership with Veritree creating “The First Global Cardano Impact Challenge,” an initiative that aims to reinvest donations into replanting trees worldwide.

Platform Security

The Cardano codebase was developed in Haskell, a widely popular programming language explicitly chosen for its ease of auditing. The Cardano blockchain will offer a protective layer of security for the ADALend protocol to function without breakdown, unlike many DeFi protocols that suffer from issues due to its blockchain complexity. ADALend is considered one of the most efficient and stable DeFi platforms on the market.

ADALend will also enjoy the further developments in the Cardano blockchain performed by Input Output Hong Kong (IOHK) which has a very strong team that is always working on further improving the blockchain.

Summary

In reality, these are the two major factors that will be considered when looking for future providers of financial instruments. Efficiency and security will come as a top concern for users in 2022 and beyond. The replacement of the mainstream banking system will not happen overnight, but it is the constant enforcement of stable alternatives that will be considered the end of traditional financial services.

Adalend had an oversubscribed seed round earlier last month; with the private sale round running out quickly, many investors are rushing in to guarantee their spot in the private sale.

To find out more about ADALend, visit their website and read their whitepaper.

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Source: https://www.newsbtc.com/news/company/adalend-ignites-the-defi-space/

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ACN Newswire

AppsFlyer Launches SKAdNetwork Ranking for the New Privacy Era in Latest Performance Index; Xiaomi is Fastest-growing Media Source in Southeast Asia

SINGAPORE, Oct 22, 2021 – (ACN Newswire) – AppsFlyer, the marketing measurement and experience platform, today released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising. In its edition, AppsFlyer is pioneering the SKAN Index, a SKAdNetwork ranking that reflects the new reality of privacy generated by the enforcement of Apple's App Tracking Transparency (ATT) framework.

Apple's ATT impact on the mobile industry has been substantial. While Facebook dominated AppsFlyer's pre-SKAdNetwork iOS rankings, TikTok for Business claimed the number one spot in the first SKAN Index. Facebook dropped to second and also lost the top spot to Apple Search Ads (ASA) in the Retention Index among consenting users. Google, on the other hand, in line with AppsFlyer's previous rankings, continues to dominate in Android and drive the largest number of installs in app marketing.

The Growth index found that Xiaomi took top spot as the fastest-growing media source for Android mobile advertising in Southeast Asia — beating out Adjoe and Adfly. However, Adjoe still ranked as the fastest-growing media source globally, with its 60% increase in clients and 2.5% rise in non-organic installs largely driven by success in Southeast Asia.

TikTok for Business leads power ranking in industry-first SKAN Index

TikTok For Business has adapted the best to SKAdNetwork six months after Apple's ATT enforcement, capturing first in the power ranking with good quality at scale, and reaching fifth place in the volume ranking. Facebook took the second spot in the power ranking, losing ground since the enforcement of ATT, but took first place in the volume ranking due to its scale.

AppLovin ranked third in both the power and volume rankings, with Google Ads coming in fourth in the power ranking. While traditionally not the most dominant media source in iOS, Google did place second in the volume ranking.

"The impact of ATT on the mobile app industry has been substantial, and AppsFlyer's goal was to provide advertisers with the most accurate scorecard based on the media sources that can, ultimately, drive the most value in this new era of privacy," said Sam Chiu, Senior Director of Marketing, APAC, AppsFlyer. "While it's clear that we are still in a transition phase, and that media sources have to adapt to a completely different measurement framework that requires significant changes to their existing technologies, we wanted to provide marketers with a direction with which partners to work with in this new reality."

Google continues to dominate Android, widening its lead from the rest

Google is continuing to exponentially drive the largest number of installs in app marketing, further increasing its lead over Facebook in Android devices. The search giant ranked first in the Retention Index's power and volume rankings in all Gaming and non-gaming categories, with the exception of racing games. Most of its growth came from Gaming, where it increased its share in global app installs by 5% comparing H1 2021 to H2 2020.

Google enjoys the biggest reach in every region, but most of its growth comes from Android-dominated countries, particularly in India, Latin America, and Southeast Asia. Google's unrivaled reach in Android is also the main reason why it is ranked number two in the In-App Purchases (IAP) Index power ranking with a score that was only slightly lower than Facebook's. However, it did claim the first spot in the power ranking in non-gaming as well as in the Casual gaming group.

The remarketing Index shows that although Facebook still dominates this category, Google is closing the gap and has even claimed the top spot in Europe and among Finance apps, globally. In fact, Google increased its share of the app remarketing conversion pie by 33% comparing H1 2021 and H2 2020.

Apple Search Ads overtakes Facebook among consented users in iOS

AppsFlyer found that among consenting users, Apple Search Ads (ASA) ranked first in both the Retention Index's global power and volume rankings. In fact, iOS marketers flocked to ASA following the enforcement of ATT, with ASA reaching almost 60% of its traffic from the previous index which covered the entire second half of 2020 in only seven weeks.

ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users. While ASA is not a lateral comparison to other media sources in the rankings, AppsFlyer applied the same methodology for ASA and its competitors despite the differences in which they operate due to ASA's volume of users with full data granularity, which is ultimately what marketers seek.

ASA's success was driven by non-gaming apps where it ranked first, thanks to the top spot it secured in the Life & Culture group in seven regions across the globe: Eastern Europe, Greater China, Japan & Korea, Latin America, Middle East, North America, and Western Europe. In Gaming, ASA ended up third in the power ranking and fourth in the volume ranking. Its performance in Gaming was largely driven by its first-placed power rankings in the Casual Gaming group in Japan & Korea, the Middle East, Western Europe, and North America.

ASA's advantage was also evident in the IAP Index, overcoming Facebook to take the number one global power and volume ranking, driving quality users at scale, with a first place showing in non-gaming and second place result in Gaming.

Methodology:

AppsFlyer's Performance Index analyzed a total of 623 media sources, 33 billion installs, and over 17,000 apps. From this, the SKAN Index covered 150 million postbacks from over 3,000 apps. To ensure the accuracy of data during this transition phase, AppsFlyer utilized SKAN data from August 1st to September 30th, 2021.

To access the full version of the latest AppsFlyer Performance Index, please visit:
https://www.appsflyer.com/resources/reports/performance-index/

About AppsFlyer

AppsFlyer helps brands make good choices for their business and their customers through innovative, privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and 8,000+ technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.

Copyright 2021 ACN Newswire. All rights reserved. www.acnnewswire.comAppsFlyer, the marketing measurement and experience platform, today released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising. In its edition, AppsFlyer is pioneering the SKAN Index, a SKAdNetwork ranking that reflects the new reality of privacy generated by the enforcement of Apple's App Tracking Transparency (ATT) framework.

Published

on

SINGAPORE, Oct 22, 2021 – (ACN Newswire) – AppsFlyer, the marketing measurement and experience platform, today released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising. In its edition, AppsFlyer is pioneering the SKAN Index, a SKAdNetwork ranking that reflects the new reality of privacy generated by the enforcement of Apple’s App Tracking Transparency (ATT) framework.

Apple’s ATT impact on the mobile industry has been substantial. While Facebook dominated AppsFlyer’s pre-SKAdNetwork iOS rankings, TikTok for Business claimed the number one spot in the first SKAN Index. Facebook dropped to second and also lost the top spot to Apple Search Ads (ASA) in the Retention Index among consenting users. Google, on the other hand, in line with AppsFlyer’s previous rankings, continues to dominate in Android and drive the largest number of installs in app marketing.

The Growth index found that Xiaomi took top spot as the fastest-growing media source for Android mobile advertising in Southeast Asia — beating out Adjoe and Adfly. However, Adjoe still ranked as the fastest-growing media source globally, with its 60% increase in clients and 2.5% rise in non-organic installs largely driven by success in Southeast Asia.

TikTok for Business leads power ranking in industry-first SKAN Index

TikTok For Business has adapted the best to SKAdNetwork six months after Apple’s ATT enforcement, capturing first in the power ranking with good quality at scale, and reaching fifth place in the volume ranking. Facebook took the second spot in the power ranking, losing ground since the enforcement of ATT, but took first place in the volume ranking due to its scale.

AppLovin ranked third in both the power and volume rankings, with Google Ads coming in fourth in the power ranking. While traditionally not the most dominant media source in iOS, Google did place second in the volume ranking.

“The impact of ATT on the mobile app industry has been substantial, and AppsFlyer’s goal was to provide advertisers with the most accurate scorecard based on the media sources that can, ultimately, drive the most value in this new era of privacy,” said Sam Chiu, Senior Director of Marketing, APAC, AppsFlyer. “While it’s clear that we are still in a transition phase, and that media sources have to adapt to a completely different measurement framework that requires significant changes to their existing technologies, we wanted to provide marketers with a direction with which partners to work with in this new reality.”

Google continues to dominate Android, widening its lead from the rest

Google is continuing to exponentially drive the largest number of installs in app marketing, further increasing its lead over Facebook in Android devices. The search giant ranked first in the Retention Index’s power and volume rankings in all Gaming and non-gaming categories, with the exception of racing games. Most of its growth came from Gaming, where it increased its share in global app installs by 5% comparing H1 2021 to H2 2020.

Google enjoys the biggest reach in every region, but most of its growth comes from Android-dominated countries, particularly in India, Latin America, and Southeast Asia. Google’s unrivaled reach in Android is also the main reason why it is ranked number two in the In-App Purchases (IAP) Index power ranking with a score that was only slightly lower than Facebook’s. However, it did claim the first spot in the power ranking in non-gaming as well as in the Casual gaming group.

The remarketing Index shows that although Facebook still dominates this category, Google is closing the gap and has even claimed the top spot in Europe and among Finance apps, globally. In fact, Google increased its share of the app remarketing conversion pie by 33% comparing H1 2021 and H2 2020.

Apple Search Ads overtakes Facebook among consented users in iOS

AppsFlyer found that among consenting users, Apple Search Ads (ASA) ranked first in both the Retention Index’s global power and volume rankings. In fact, iOS marketers flocked to ASA following the enforcement of ATT, with ASA reaching almost 60% of its traffic from the previous index which covered the entire second half of 2020 in only seven weeks.

ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users. While ASA is not a lateral comparison to other media sources in the rankings, AppsFlyer applied the same methodology for ASA and its competitors despite the differences in which they operate due to ASA’s volume of users with full data granularity, which is ultimately what marketers seek.

ASA’s success was driven by non-gaming apps where it ranked first, thanks to the top spot it secured in the Life & Culture group in seven regions across the globe: Eastern Europe, Greater China, Japan & Korea, Latin America, Middle East, North America, and Western Europe. In Gaming, ASA ended up third in the power ranking and fourth in the volume ranking. Its performance in Gaming was largely driven by its first-placed power rankings in the Casual Gaming group in Japan & Korea, the Middle East, Western Europe, and North America.

ASA’s advantage was also evident in the IAP Index, overcoming Facebook to take the number one global power and volume ranking, driving quality users at scale, with a first place showing in non-gaming and second place result in Gaming.

Methodology:

AppsFlyer’s Performance Index analyzed a total of 623 media sources, 33 billion installs, and over 17,000 apps. From this, the SKAN Index covered 150 million postbacks from over 3,000 apps. To ensure the accuracy of data during this transition phase, AppsFlyer utilized SKAN data from August 1st to September 30th, 2021.

To access the full version of the latest AppsFlyer Performance Index, please visit:
https://www.appsflyer.com/resources/reports/performance-index/

About AppsFlyer

AppsFlyer helps brands make good choices for their business and their customers through innovative, privacy-preserving measurement, analytics, fraud protection, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and 8,000+ technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.


Topic: Press release summary
Source: AppsFlyer

Sectors: Media & Marketing, Retail & eCommerce, Cloud & Enterprise, Daily News, Advertising, PE, VC & Alternatives, Digitalization, Legal & Compliance, Local Biz
https://www.acnnewswire.com

From the Asia Corporate News Network

Copyright © 2021 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.

Source: https://www.acnnewswire.com/press-release/english/70432/

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