“Web3 is NOT a marketing strategy. It is a technical evolution requiring institutions, brands and communities to rethink the value proposition presented to consumers from these new forms of engagement. From there, a marketing strategy can be developed and deployed!”
Keith Grossman is an accomplished C-suite executive with a track record of leading large organizations through periods of change. He served in leadership positions at reputed firms such as Conde Nast-owned Wired, Bloomberg, Engine and Time magazine before formally stepping into the cryptocurrency space in 2022. Grossman is known for growing media businesses with his infectious passion and zeal for pioneering innovations, such as bringing to market Bloomberg’s award-winning round-the-clock video news service TicToc (since renamed QuickTake) and leading Time magazine into the Web3 world with its TIMEPieces NFT collection.
Over the past two decades, Grossman has come to be well known for his contagious enthusiasm and deep passion for humanitarian causes, serving as a board member of New York Cares since 2018. Born into a middle-class family, Grossman went on to complete his education at Cornell University before pursuing a career in media. Despite not having much prior crypto experience, Grossman is counted among the top evangelists continuing to remain bullish on the future prospects of Web3.
Grossman’s stint at Time magazine is where his new-found love for the future of the internet developed, eventually turning him into a staunch advocate of blockchain technology and its many applications, including nonfungible tokens and cryptocurrencies. He is largely credited with pioneering the media company’s NFT business, which generated more than $10 million in profit.
Being cognizant of the revolutionary impact of blockchain and NFTs on the publishing industry, Grossman spent much of 2022 building Time’s greater Web3 strategy, expanding beyond the TIMEPieces NFT collection — which featured magazine issues, historical moments and works of art. Grossman helped create an intellectual property division within Time Studios focused on Web3 entertainment that partnered with kids’ entertainment studio Nelvana to feature works from NFT artists Pablo Stanley and Wil Lee. He was also instrumental in launching the magazine’s B2B wing that supports businesses transitioning from the Web2 to Web3 world.
Grossman is also responsible for advising National Geographic on its foray into the Web3 space, with the company utilizing the formidable 5 million-plus followers of National Geographic’s photography-centric Twitter account to officially launch a collection of 1,888 NFTs representing the media enterprise’s rich 135-year-old history. He also helped raise $200,000 for the nonprofit New York Cares through an NFT sale of AI-generated artworks in October, shortly before announcing his move to crypto payments company MoonPay effective Dec. 31.
Grossman believes that the future prospects of NFT projects will be based upon their intentions, monetary or value-orientated, with many “greed-based communities” slated to perish in 2023. He will lead MoonPay’s Web3 growth strategy as its president of enterprise and report to co-founder and CEO Ivan Soto-Wright. MoonPay offers investors a gateway to digital assets like Bitcoin and digital tokens like NFTs, and Grossman’s task will center around leveraging its crypto payments infrastructure capabilities to unlock more opportunities for the financial technology company in 2023.
Grossman’s experience at Time will undoubtedly support him in augmenting MoonPay’s revenues from the NFT space by extending the company’s existing relationship with celebrities such as Snoop Dogg, Justin Bieber, Paris Hilton and The Weeknd, among many others. He also remains committed to expanding MoonPay’s partnerships with marquee brands, having already collaborated with the likes of Dolce & Gabbana, in a bid to realize the true potential of nonfungible tokens in the Web3 space.
