Snoop Dogg is one of the Co-Founders of a new web3 live streaming platform called Shiller.
Snoop is no stranger to the world of web3, cryptocurrencies, and blockchain technology. He was revealed as the mysterious person behind the Cozomo de’ Medici Twitter account, which focuses heavily on NFT collectible airdrops and other news. So what’s up with Shiller?
The app describes itself as a ‘live broadcast platform’ that will combine web3 technology with real-time live-streaming content. Snoop Dogg is a co-founder alongside technology entrepreneur Sam Jones. “Get ready for the web3 live stream revolution,” the announcement post begins. “Say goodbye to middlemen and hello to true creator empowerment with Shiller!”
Snoop Dogg has been striking NFT and web3 adjacent partnerships for well over two years now. In April 2022, Snoop Dogg partnered with the Sandbox metaverse to launch an NFT collection of Snoop Avatars, debuting with the single, “A Hard Working Man.” The rapper also partnered with Yuga Labs, the team behind the Bored Ape Yacht Club (BAYC) NFT collection. For that partnership, Snoop performed on a metaverse-transformed stage at the MTV Music Awards in August 2022.
So what makes Shiller different from Twitch or TikTok?
Shiller says it will use blockchain technology heavily to allow content creators to ‘token-gate’ their streams. It will also integrate NFTs as a way for creators to monetize their streams, much like YouTube and TikTok stickers work today. The web3 initiative aims to cut out middlemen platforms like YouTube and TikTok by giving creators the technology to monetize their own content.
It’s unclear how much success Shiller will have in the space, as Microsoft quickly gave up with its Mixer platform. Mixer gave up the ghost after only four years of competing with Twitch and some high-profile deals pulling famous Twitch streamers to the platform. Shiller is also competing directly with TikTok’s ever-burgeoning live streaming side too.