How Blockchain-Based Folio Hopes to Solve the Art World's 'Big Problem'

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

Folio
Image courtesy of Folio

For Joey Primiani, designing a new NFT marketplace is just the latest stop in what’s been a long and fascinating trip through the world of tech.

After stints at Google and Cortex and a gig developing Lady Gaga’s online fan community, Primiani, together with business partner Mirko Kiefer, unveiled his latest venture this week: Folio, a social network that offers artists a platform and tools to showcase their NFT creations.


Billing itself as the “first mobile NFT marketplace and social network,” Los Angeles-based Folio is an invite-only community allowing artists to promote their work, collaborate with other artists and connect with NFT collectors. The platform, which is accessible via iOS app or web browser, is meant to act as both a digital portfolio for artists and a tool allowing collectors to search and discover digital art. Artists decide what price they want to sell their art for, and Folio takes a cut of every work sold.

Primiani told dot.LA that the idea was motivated by the difficulties those in the NFT art community can face when accessing various online platforms, such as setting up and logging in through digital wallets like MetaMask.

“The onboarding experience is a pain point for a lot of artists that we really want to solve,” he said. “We want to make that an easier experience so that more people can use it.”

Primiani first interned at Google in 2009, where he helped design the Silicon Valley giant’s search products, and later worked as a designer at the Google Labs tech incubator. From there, he went on to work with Lady Gaga to create LittleMonsters.com, a social network for the singer’s devoted fan following. It was his work with the renowned entertainer that turned Primiani onto the idea of creating a marketplace of his own—particularly one focused on showcasing LGBTQ+ and underrepresented artists, which is a focus of Folio’s.

“The big problem in the art world previously was that a lot of people were making art for the galleries, and now they're actually making it directly for the fans and the consumers,” he said.

Primiani’s dream came closer to fruition after he connected via Twitter with Mirko Kiefer, an engineer and blockchain entrepreneur. After some workshopping, they officially—and quietly—created Folio in 2020. The platform was in private beta testing in recent months, during which time the founders were completing a Web3-focused residency at L.A.’s Launch House accelerator. (Creatives such as Pol Kurucz, Zigor, and Marc Hemeon had access to the beta product.)

“We really wanted to be one of the first to really nail that experience, because it's so new and platforms couldn't handle a lot of the demand that was happening,” Primiani said.

Folio and its small five-person team is still in its pre-seed stages and has bootstrapped all of its funding to this point. Primiani said any new funding will go toward hiring both in L.A. and remotely, and to grow and scale the company.

“I think we're only at like 5% of what's possible,” Primiani said of the blockchain-enabled internet known as Web3. “It kind of feels like the internet in the ‘90s, where it's like the wild West and anything's possible.”

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LA Tech Week: Local Climate Investors Assess and Vet Green Startups

Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

LA Tech Week: Local Climate Investors Assess and Vet Green Startups
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In a region known for being a national trailblazer when it comes to climate policies, there’s no shortage of green energy startups in L.A. looking for funding. There’s also a plethora of investors and incubators, which means founders looking for cash flow should be extra specific about their value proposition when they pitch to cut through the noise. At least that was the message coming from the panelists at the UCLA Anderson School of Management on Tuesday.

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Here's What People Are Saying About Day Two of LA Tech Week
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L.A. Tech Week has brought venture capitalists, founders and entrepreneurs from around the world to the California coast. With so many tech nerds in one place, it's easy to laugh, joke and reminisce about the future of tech in SoCal.

Here's what people are saying about day two of L.A. Tech Week on social:

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LA Tech Week: Technology and Storytelling for Social Good

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

LA Tech Week: Technology and Storytelling for Social Good
Photo taken by Decerry Donato

On Monday, Los Angeles-based philanthropic organization Goldhirsh Foundation hosted the Technology and Storytelling For Social Good panel at Creative Visions studio to kick off LA Tech week.

Tara Roth, president of the foundation, moderated the panel and gathered nonprofit and tech leaders including Paul Lanctot, web developer of The Debt Collective; Alexis Cabrera, executive director of 9 Dots; Sabra Williams, co-founder of Creative Acts; and Laura Gonzalez, senior program manager of Los Angeles Cleantech Incubator (LACI).

Each of the panelists are grantees of Goldhirsh Foundation’s LA2050, an initiative launched in 2011 that is continuously trying to drive and track progress toward a shared vision for the future of Los Angeles. Goldhirsh’s vision is to make Los Angeles better for all and in order to achieve their goal, the foundation makes investments into organizations, creates partnerships and utilizes social capital through community events.

The panelists shared how the work they are doing in each of their respective sectors uses technology to solve some of society's most pressing challenges and highlight the importance of tech literacy across every community.

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