Web3, the third iteration of the internet, is rapidly approaching the consumer mainstream with the promise of disrupting the status quo of digital interactions and creating a new paradigm for democratic engagement.
Lens Protocol is a decentralized social graph built by Aave with the vision of cultivating a Web3 environment in which creators are the primary point of focus.
Centered around nonfungible tokens (NFT), Lens hosts capabilities for developers to build applications analogous to social media, as well as analytic tools, integrations of decentralized finance (DeFi) functions, such as loans and staking, and user-governed decentralized autonomous organizations (DAO).
A Lens Protocol mission statement was cryptographically signed and endorsed by a number of high-profile figures from within the crypto and DeFi space, including Ryan Selkis, Ryan Sean Adams, Gmoney, Camila Russo, Andrew Wang and Josh Ong, among others.
Cointelegraph sat down with Christina Beltramini, head of growth and partnerships at Aave, during the NFT.NYC in June to discuss the intentional growth trajectory of Lens, social graphs in the era of Web3 and the future of content creation.
After working for the likes of JPMorgan and Tidal, Beltramini assumed the role of global business development of music partnerships at prominent social media platform TikTok in mid-2019.
It was during this time she witnessed what she described as an innate lack of autonomy and bureaucratic constrictions that TikTok content creators experience when using the platform, most notably during the frequent requests to reinstate mistakenly deactivated accounts.
The evolution of Web3, coupled with her intrinsic desire to support the artistic expressions of content creators, was enough to convince Beltramini to pursue contributions toward a decentralized social future.
Excited to welcome Christina, coming from TikTok to Aave fam to lead the growth for the decentralized social graph, and all the innovation coming out of Aave. 2022 is going to push web3 closer to the mainstream https://t.co/SksQVdq2QQ
— stani.lens (,) (@StaniKulechov) December 21, 2021
Over the last few years, the industry has witnessed the emergence and adoption of digital identity services such as Ethereum Name Service (ENS) domains, Solana Name Service domains and NFT.com, among others. Beltramini shared her thoughts on how the profile aspect of Lens Protocol compares and differs from those examples:
“Name services don’t connect wallets…
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