Original article by Max Clark , blockchainreporter In an era where digital platforms shape global culture, a movement is emerging that challenges the ownership of "attention value." POPOLOGY®, founded by creative veterans Joe Rey and Oliver, is building a decentralized media ecosystem aimed at redefining how creators, audiences, and brands interact. What began as a simple question about the influence of popular culture has evolved into a patented Web3 infrastructure where attention becomes a measurable, ownable, and earnable digital asset. While traditional platforms struggle with issues of transparency, ownership, and fairness, POPOLOGY® introduces a groundbreaking model: a Public Trust Ledger™, NFT-powered curatorial tools, on-chain brand sponsorship, and a utility token compliant with EU Crypto Asset Market Regulation (MiCA) and designed for real-economy participation. Its mission is ambitious—to transform culture into a shared economy, ultimately empowering those who create and consume media to own its value. In this exclusive interview, the founder of POPOLOGY® delves into the project's origin story, core vision, technical implementation, and how it will fundamentally reshape the way influence is quantified and value is distributed in the Web3 world. Q1. Please tell us the origin story of POPOLOGY®. What inspired you to create it? And how did you come up with the brand name? POPOLOGY® originated from a personal question I had pondered for many years. Two weeks before the September 11 attacks in 2001, I was conceiving a plan to achieve "global inner peace" through popular culture. At the time, I was constantly struggling with the question: "If popular culture shapes the world... why can't the people who create and promote it possess any value from it?" My professional background spans music videos, advertising, and emerging media, which has allowed me to delve into the "engine room" of influence. I have witnessed firsthand how culture is shaped and how little autonomy the public has over the platforms that control their attention—even though they are the true masters of their own attention. The origin of the brand name was a simple yet almost spiritual moment for me: POPOLOGY® = Popular Science. It's not about "popularity". Instead, it is "popular". Those stories, symbols, expressions, and creative sparks that naturally draw people in. I envisioned a system that would allow this human-driven attraction to be measured, rewarded, and managed by the public, rather than by the platform. This became the blueprint for POPOLOGY®. Think about it, the word "Popular" is both singular and plural, both a belief system and a standard of measurement, both understandable as religion and considered as science. No other word can do that! POPOLOGY® is essentially a "global inner harmony" mechanism disguised as a media network. Q2. If you had to describe POPOLOGY®'s core mission and vision in one sentence, how has this vision evolved since the project's inception? Mission: To transform human attention into a verifiable, ownable, and earnable digital asset through decentralized media. As our CEO says, "To be a leader in the sharing economy." Vision: To create a shared attention economy world in which creators, audiences and brands participate, rather than a system controlled by a few platforms. POPOLOGY® has evolved from a creative concept into a mature Web3 architecture, which now includes: A Public Trust Ledger™ NFT-based POPcast® PEERstreams™ POPmercial® Brand Underwriting System A utility token compliant with MiCA regulations A global licensing model A patented media ecosystem The initial philosophical reflections have now become a solid infrastructure. Q3. Could you give us a more detailed explanation of how this platform actually works for viewers, creators, and brands? What is their typical user experience like? For the audience: They watch short video streams, "POPcast® PEERstreams™", curated by creators. Their attention will be verified through encryption. They earn points called "POPs" within our app, which can be redeemed for POPOLOGYcoin™ token rewards. They own their own data and are paid when they agree to share it. For creators: They curated the media content into a "story playlist" and cast it as an NFT. They can personally select and embed brand advertisements from the "POPmercial® Pavilion". They can earn double token rewards from brand exposure and audience interaction. For brands: They purchased POPOLOGYcoin™ tokens, underwriting 1,000 verified views for each token. The smart contract called "BrandSmart™" ensures: brand safety, content matching, accurate exposure verification, and transparent return on investment (ROI). Everyone participates in the same transparent, blockchain-based economic cycle. Q4. For creators, what unique tools and monetization options does POPOLOGY® offer compared to other entertainment platforms? Creators can receive: NFT-based media curation tools Brands have control over their choices – they choose their own sponsors. Earn 50% of the revenue through the POPmercial® system. Audience reward multiplier effect A complete Web3 identity with provable influence A global market showcasing its curatorial taste Unlike traditional platforms, we do not view creators as "workers" within the algorithm. We see them as co-owners of "cultural signals." Q5. For brands, how does POPOLOGY® help them build meaningful partnerships and achieve measurable return on investment (ROI)? Can you share a recent success story? Brands on POPOLOGY® enjoy a fixed and predictable media cost: 1 POPOLOGYcoin = 1000 valid views. There are no auctions, no bidding wars, no hidden fees, and no algorithmic black boxes. Even before the platform launched, several brands had already trusted us and joined the ecosystem, including rBeatz Radio, PS of Sweden, Science Under Nature, and Graffiti Clothes. Having spent heavily on other platforms and discovered numerous drawbacks, they saw that our solution enabled more precise media targeting than any single platform. POPOLOGY®'s most disruptive strength lies in its ability to enable all platforms to work together, breaking the centralized platform model. In POPOLOGY®, creators choose sponsors—this is the true engine of authenticity. Q6. What incentives does the platform offer to encourage audience participation (such as watching and sharing)? How do you strike a balance between user experience and monetization? Each interaction by the audience will earn "POPs" points, including: Watch video Post a comment Shared content Watch a full POPcast Participate in brand interactions of their own choosing The platform never forces users to watch ads, because the act of watching itself is considered "mining" for POPs. Users' personal data is never collected before they become members. Everything is selective, and everything is rewarded. POPOLOGY®'s philosophy is: users' time is not free, users' data is not free, and users' attention is certainly not free. This created the first user-owned media cycle, rather than a surveillance economy. Q7. You two have very different backgrounds; Joe is the founder and chief creative officer, while Oliver is the chief operating officer and chief marketing officer. How did your respective backgrounds and experiences shape product decisions in the early stages? As a creative director and production designer, I (Joe Rey) have a deep understanding of how culture and media work—how images, symbols, and stories create emotional attraction. With decades of global production experience, Oliver understands the importance of scale, execution, and narrative consistency. He understands what brands want and need, and knows that the consumer experience is crucial for a memorable journey and its impact on potential profitability. Together, we integrate these three elements: my philosophical principles → his operational and marketing discipline → the transparency of blockchain . Q8. What were the biggest technical or market challenges you encountered in building POPOLOGY®, and how did you overcome them? 1. Prove the verifiability of attention: by integrating user data from multiple platforms into a meta-search engine and combining it with on-chain timestamps. 2. Balancing copyright and fair use: This is addressed by establishing a “Public Trust Ledger™” under a nonprofit organization and designing a curatorial workflow that conforms to the “transformative fair use” standard. 3. Tokenizing media value without generating speculation: This can be achieved through the following methods: Set a fixed CPM unit (1,000 views per token). It adopts a purely utility-based token design. In line with EU MiCA regulations. 4. Explain a new media model to traditional brands: address this through the POPmercial® sponsorship model, which demonstrates a superior ROI as a new influencer/creator/attention economy model. Q9. Content moderation, discovery mechanisms, and quality control are major challenges faced by all entertainment platforms. How does POPOLOGY® handle content curation, moderation, and delivering the right content to the right audience? We designed a peer-led review system whose core features include BrandSmart™ filters, contextual metadata, content curatorial signals, blockchain-based digital rights management (supporting fair use principles), audience ratings, AI-assisted review, and NFT traceability technology for each POPcast®. Creators build trust over time. Their influence is measured by the following factors: Completion rate Audience participation Brand fit score Community approval The quality of the content will naturally improve because here: curation = ownership = reputation. Q10. What metrics do you use to measure success? For example, user engagement, revenue, or brand partnerships? Which metric is most important to you at this stage? We track many metrics, including: Retention rate of certified viewers Creators' income growth rate Token recycling speed Cost of a single sponsorship by a brand Data authorization participation rate POPcast® completion rate Expansion of state authorization But now, the number one metric is—practicality. This is a true standard for measuring "popularity," created by the people for the people! It's the frequency at which POPOLOGYcoin™ is used to underwrite views. Practicality is the backbone of the entire ecosystem. Q11. Looking ahead, what are POPOLOGY®'s priorities for the next 12 to 18 months? What new features, new markets, or new business models should we focus on? Launch in the Americas market Public funds and TGE Expanding national mandates to the EU, Latin America, and the Asia-Pacific region The MVP Beta version will be released in April 2026, and a soft launch will be implemented in July 2026. Introducing the POPsphere™ 2.0 immersive interface AI-assisted curatorial tools Realizing virtual commerce within the POPOLOGY metaverse Educational outreach through our 501(c)(3) college Launch Creators Guild Tools Establish a fully decentralized media governance DAO We are building a completely new broadcast layer for the Web3 era. Q12. Finally, what advice do you have for creators and brands who are considering joining POPOLOGY® today? For creators: Join early and build your influence. Here, your taste will be your currency. And you'll be paid for the first time on the platform. Be authentic, build your brand, and choose brands that genuinely want to collaborate with to enrich your story. For brands: POPOLOGY® isn't advertising; it's supporting interpersonal relationships. The impact is far more powerful when creators actively choose your brand, rather than being forced to promote it. POPOLOGY's uniqueness lies in the fact that content creators choose brands based on their own volition, not algorithmic recommendations, which inherently fosters loyalty. Creators' brand loyalty influences their fan base, generating more conversion opportunities and ultimately boosting sales. Through this innovative model, brands can connect with their target audience more naturally, driving long-term growth. For both sides: the future is no longer about attention, but about intent. And what POPOLOGY® measures is precisely this "intent," which is more important than anything else on Earth. The future is here, and brands are increasingly relying on content creators to expand their brand influence and storytelling. The results are amazing when brands and content creators share the same goals. Content creators attract more attention, while brands gain more exposure. At the same time, audiences are exposed to authentic and relatable stories, which ultimately drives conversion rates. This trend indicates that collaboration between brands and creators will be even more crucial in the future. Original article by Max Clark , blockchainreporter In an era where digital platforms shape global culture, a movement is emerging that challenges the ownership of "attention value." POPOLOGY®, founded by creative veterans Joe Rey and Oliver, is building a decentralized media ecosystem aimed at redefining how creators, audiences, and brands interact. What began as a simple question about the influence of popular culture has evolved into a patented Web3 infrastructure where attention becomes a measurable, ownable, and earnable digital asset. While traditional platforms struggle with issues of transparency, ownership, and fairness, POPOLOGY® introduces a groundbreaking model: a Public Trust Ledger™, NFT-powered curatorial tools, on-chain brand sponsorship, and a utility token compliant with EU Crypto Asset Market Regulation (MiCA) and designed for real-economy participation. Its mission is ambitious—to transform culture into a shared economy, ultimately empowering those who create and consume media to own its value. In this exclusive interview, the founder of POPOLOGY® delves into the project's origin story, core vision, technical implementation, and how it will fundamentally reshape the way influence is quantified and value is distributed in the Web3 world. Q1. Please tell us the origin story of POPOLOGY®. What inspired you to create it? And how did you come up with the brand name? POPOLOGY® originated from a personal question I had pondered for many years. Two weeks before the September 11 attacks in 2001, I was conceiving a plan to achieve "global inner peace" through popular culture. At the time, I was constantly struggling with the question: "If popular culture shapes the world... why can't the people who create and promote it possess any value from it?" My professional background spans music videos, advertising, and emerging media, which has allowed me to delve into the "engine room" of influence. I have witnessed firsthand how culture is shaped and how little autonomy the public has over the platforms that control their attention—even though they are the true masters of their own attention. The origin of the brand name was a simple yet almost spiritual moment for me: POPOLOGY® = Popular Science. It's not about "popularity". Instead, it is "popular". Those stories, symbols, expressions, and creative sparks that naturally draw people in. I envisioned a system that would allow this human-driven attraction to be measured, rewarded, and managed by the public, rather than by the platform. This became the blueprint for POPOLOGY®. Think about it, the word "Popular" is both singular and plural, both a belief system and a standard of measurement, both understandable as religion and considered as science. No other word can do that! POPOLOGY® is essentially a "global inner harmony" mechanism disguised as a media network. Q2. If you had to describe POPOLOGY®'s core mission and vision in one sentence, how has this vision evolved since the project's inception? Mission: To transform human attention into a verifiable, ownable, and earnable digital asset through decentralized media. As our CEO says, "To be a leader in the sharing economy." Vision: To create a shared attention economy world in which creators, audiences and brands participate, rather than a system controlled by a few platforms. POPOLOGY® has evolved from a creative concept into a mature Web3 architecture, which now includes: A Public Trust Ledger™ NFT-based POPcast® PEERstreams™ POPmercial® Brand Underwriting System A utility token compliant with MiCA regulations A global licensing model A patented media ecosystem The initial philosophical reflections have now become a solid infrastructure. Q3. Could you give us a more detailed explanation of how this platform actually works for viewers, creators, and brands? What is their typical user experience like? For the audience: They watch short video streams, "POPcast® PEERstreams™", curated by creators. Their attention will be verified through encryption. They earn points called "POPs" within our app, which can be redeemed for POPOLOGYcoin™ token rewards. They own their own data and are paid when they agree to share it. For creators: They curated the media content into a "story playlist" and cast it as an NFT. They can personally select and embed brand advertisements from the "POPmercial® Pavilion". They can earn double token rewards from brand exposure and audience interaction. For brands: They purchased POPOLOGYcoin™ tokens, underwriting 1,000 verified views for each token. The smart contract called "BrandSmart™" ensures: brand safety, content matching, accurate exposure verification, and transparent return on investment (ROI). Everyone participates in the same transparent, blockchain-based economic cycle. Q4. For creators, what unique tools and monetization options does POPOLOGY® offer compared to other entertainment platforms? Creators can receive: NFT-based media curation tools Brands have control over their choices – they choose their own sponsors. Earn 50% of the revenue through the POPmercial® system. Audience reward multiplier effect A complete Web3 identity with provable influence A global market showcasing its curatorial taste Unlike traditional platforms, we do not view creators as "workers" within the algorithm. We see them as co-owners of "cultural signals." Q5. For brands, how does POPOLOGY® help them build meaningful partnerships and achieve measurable return on investment (ROI)? Can you share a recent success story? Brands on POPOLOGY® enjoy a fixed and predictable media cost: 1 POPOLOGYcoin = 1000 valid views. There are no auctions, no bidding wars, no hidden fees, and no algorithmic black boxes. Even before the platform launched, several brands had already trusted us and joined the ecosystem, including rBeatz Radio, PS of Sweden, Science Under Nature, and Graffiti Clothes. Having spent heavily on other platforms and discovered numerous drawbacks, they saw that our solution enabled more precise media targeting than any single platform. POPOLOGY®'s most disruptive strength lies in its ability to enable all platforms to work together, breaking the centralized platform model. In POPOLOGY®, creators choose sponsors—this is the true engine of authenticity. Q6. What incentives does the platform offer to encourage audience participation (such as watching and sharing)? How do you strike a balance between user experience and monetization? Each interaction by the audience will earn "POPs" points, including: Watch video Post a comment Shared content Watch a full POPcast Participate in brand interactions of their own choosing The platform never forces users to watch ads, because the act of watching itself is considered "mining" for POPs. Users' personal data is never collected before they become members. Everything is selective, and everything is rewarded. POPOLOGY®'s philosophy is: users' time is not free, users' data is not free, and users' attention is certainly not free. This created the first user-owned media cycle, rather than a surveillance economy. Q7. You two have very different backgrounds; Joe is the founder and chief creative officer, while Oliver is the chief operating officer and chief marketing officer. How did your respective backgrounds and experiences shape product decisions in the early stages? As a creative director and production designer, I (Joe Rey) have a deep understanding of how culture and media work—how images, symbols, and stories create emotional attraction. With decades of global production experience, Oliver understands the importance of scale, execution, and narrative consistency. He understands what brands want and need, and knows that the consumer experience is crucial for a memorable journey and its impact on potential profitability. Together, we integrate these three elements: my philosophical principles → his operational and marketing discipline → the transparency of blockchain . Q8. What were the biggest technical or market challenges you encountered in building POPOLOGY®, and how did you overcome them? 1. Prove the verifiability of attention: by integrating user data from multiple platforms into a meta-search engine and combining it with on-chain timestamps. 2. Balancing copyright and fair use: This is addressed by establishing a “Public Trust Ledger™” under a nonprofit organization and designing a curatorial workflow that conforms to the “transformative fair use” standard. 3. Tokenizing media value without generating speculation: This can be achieved through the following methods: Set a fixed CPM unit (1,000 views per token). It adopts a purely utility-based token design. In line with EU MiCA regulations. 4. Explain a new media model to traditional brands: address this through the POPmercial® sponsorship model, which demonstrates a superior ROI as a new influencer/creator/attention economy model. Q9. Content moderation, discovery mechanisms, and quality control are major challenges faced by all entertainment platforms. How does POPOLOGY® handle content curation, moderation, and delivering the right content to the right audience? We designed a peer-led review system whose core features include BrandSmart™ filters, contextual metadata, content curatorial signals, blockchain-based digital rights management (supporting fair use principles), audience ratings, AI-assisted review, and NFT traceability technology for each POPcast®. Creators build trust over time. Their influence is measured by the following factors: Completion rate Audience participation Brand fit score Community approval The quality of the content will naturally improve because here: curation = ownership = reputation. Q10. What metrics do you use to measure success? For example, user engagement, revenue, or brand partnerships? Which metric is most important to you at this stage? We track many metrics, including: Retention rate of certified viewers Creators' income growth rate Token recycling speed Cost of a single sponsorship by a brand Data authorization participation rate POPcast® completion rate Expansion of state authorization But now, the number one metric is—practicality. This is a true standard for measuring "popularity," created by the people for the people! It's the frequency at which POPOLOGYcoin™ is used to underwrite views. Practicality is the backbone of the entire ecosystem. Q11. Looking ahead, what are POPOLOGY®'s priorities for the next 12 to 18 months? What new features, new markets, or new business models should we focus on? Launch in the Americas market Public funds and TGE Expanding national mandates to the EU, Latin America, and the Asia-Pacific region The MVP Beta version will be released in April 2026, and a soft launch will be implemented in July 2026. Introducing the POPsphere™ 2.0 immersive interface AI-assisted curatorial tools Realizing virtual commerce within the POPOLOGY metaverse Educational outreach through our 501(c)(3) college Launch Creators Guild Tools Establish a fully decentralized media governance DAO We are building a completely new broadcast layer for the Web3 era. Q12. Finally, what advice do you have for creators and brands who are considering joining POPOLOGY® today? For creators: Join early and build your influence. Here, your taste will be your currency. And you'll be paid for the first time on the platform. Be authentic, build your brand, and choose brands that genuinely want to collaborate with to enrich your story. For brands: POPOLOGY® isn't advertising; it's supporting interpersonal relationships. The impact is far more powerful when creators actively choose your brand, rather than being forced to promote it. POPOLOGY's uniqueness lies in the fact that content creators choose brands based on their own volition, not algorithmic recommendations, which inherently fosters loyalty. Creators' brand loyalty influences their fan base, generating more conversion opportunities and ultimately boosting sales. Through this innovative model, brands can connect with their target audience more naturally, driving long-term growth. For both sides: the future is no longer about attention, but about intent. And what POPOLOGY® measures is precisely this "intent," which is more important than anything else on Earth. The future is here, and brands are increasingly relying on content creators to expand their brand influence and storytelling. The results are amazing when brands and content creators share the same goals. Content creators attract more attention, while brands gain more exposure. At the same time, audiences are exposed to authentic and relatable stories, which ultimately drives conversion rates. This trend indicates that collaboration between brands and creators will be even more crucial in the future.