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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Genies Wants To Help Creators Build ‘Avatar Ecosystems’

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Genies Wants To Help Creators Build ‘Avatar Ecosystems’

When avatar startup Genies raised $150 million in April, the company released an unusual message to the public: “Farewell.”

The Marina del Rey-based unicorn, which makes cartoon-like avatars for celebrities and aims to “build an avatar for every single person on Earth,” didn’t go under. Rather, Genies announced it would stay quiet for a while to focus on building avatar-creation products.

Genies representatives told dot.LA that the firm is now seeking more creators to try its creation tools for 3D avatars, digital fashion items and virtual experiences. On Thursday, the startup launched a three-week program called DIY Collective, which will mentor and financially support up-and-coming creatives.

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Here's What To Expect At LA Tech Week

Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Here's What To Expect At LA Tech Week

LA Tech Week—a weeklong showcase of the region’s growing startup ecosystem—is coming this August.

The seven-day series of events, from Aug. 15 through Aug. 21, is a chance for the Los Angeles startup community to network, share insights and pitch themselves to investors. It comes a year after hundreds of people gathered for a similar event that allowed the L.A. tech community—often in the shadow of Silicon Valley—to flex its muscles.

From fireside chats with prominent founders to a panel on aerospace, here are some highlights from the roughly 30 events happening during LA Tech Week, including one hosted by dot.LA.

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INDIEV Teams Up With Foxconn To Launch Electric SUVs

Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College and previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

INDIEV Teams Up With Foxconn To Launch Electric SUVs
Photo Courtesy of IndiEV

INDIEV, a startup based in Vernon, announced this week it will partner with Taiwanese tech conglomerate Foxconn to build its first prototypes of its upcoming electric SUV, nicknamed the INDI One.

The debut makes it the seventh consumer electric vehicle company to enter Los Angeles’s crowded cohort of green carmakers.

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