GQ Targets Web3 Audiences With Its Move Onto Discord – But What Does It All Mean - Skywire London (1)

GQ Targets Web3 Audiences With
Its Move Onto Discord – But What
Does It All Mean - Skywire London
Have you yet started to formulate a coherent Web3
strategyfor your own brand? The chances are that for
many, their answer to that question will be a flat “no”.
However, some inspiration may be forthcoming from the
latest step taken by the men’s magazine, GQ, into the
metaverse.
As reported by the fellow Condé Nast-owned title, Vogue
Business, GQ has made the decision to establish a
presence on the social platform Discord. But what are
the reasons for this, and what can we expect from the
brand’s broader Web3 strategy going forward?

Magazine aims to appeal to ‘early
adopters’ of Web3
While much of the conversation about Web3 and
precisely what will be entailed in many brands’
engagement with it has only just gathered serious
momentum recently, it is intriguing to see an entity like
GQ take this bold a step.
Describing the setting up of the new Discord server –
which will be called GQ3 – as “the first step in the Condé
Nast-owned title’s Web3 strategy”, Vogue Business
reported that GQ was making such a move into the
metaverse “to discuss hot topics, share daily ‘fits’ and
give followers access to forthcoming project drops.”
The Vogue Business report added that GQ was looking
to use the Discord server to “tap into the platform’s
growing streetwear and sneakerhead audiences, which
overlap with GQ readers’ interests.”
“We are throwing a party… and you
are invited”

Although Discord started life as a chat platform for
gamers, in more recent times it has become known for
its streetwear and sneaker communities, as well as NFT
collectors and those curious about all things crypto.
In the words of GQ’s executive director of global
audience development and social media, Joel Pavelski:
“The way that we are thinking about it is we are throwing
a party, GQ is the host, Discord is the venue and you are
invited.
“It kept coming from the audience: they really deeply
care about GQ writers, editors and photographers, and
getting to know them and getting to understand the
process, so we are looking for ways to foster more of that
and set ourselves up for experimenting with our NFT,
Web3 and metaverse future.”
Vogue Business further reported that the first 1,000
members to join would be granted an “OG” role giving
them first dibs on future giveaways and drops, and
would also have the chance to connect their NFT wallets,
which raises the prospect of possible future NFT drops.
Although the server will be United States-centric,
enthusiasts from across the world will be able to access
it, with Pavelski suggesting that there could eventually be
language-specific channels. In the meantime, channels
will be hosted by GQ3 for the likes of daily outfit “fit
checks” and “style in the wild”, which will draw attention
to celebrity fashion.

Pavelski also said there would be special sections for
certain members, with the possibility of this being
extended in the future – for instance, to holders of NFTs.
Insisting that the project is “not a one-way selfpromotion
firehose”, he expressed his hopes that the
consumers of GQ content such as long-form articles,
reviews and interviews would head to Discord to “see
what other people who care about style and fashion
are saying about this. Hopefully it will form a deeper
ability to have more of an experience around that,
versus reading a story and bouncing out.”
Web3: it’s not just about GQ
Are we excited about what the GQ3 server’s
developments and prospects could mean for Web3
strategy initiatives being put in place by all manner of
other brands in the luxury and fashion sectors? You can
bet we are.
And if you are fascinated to learn how your own
organisation could support its growth with its own
fledgling involvement in Web3, our team here at Skywire
Londonwould be happy to have that conversation with
you about the technology’s abundant potential.
helllo@skywire.co.uk
+44 (0)20 7229 0202