The Power of Belonging

Taylor Swift x Film3

I’ve been contemplating the connection between belonging and the success of entertainment models for quite some time. Since February 2021, I’ve been vocal in my X shows, panels, podcasts, and various discussions about how creators, by cultivating community and fostering a deep sense of being seen and valued, unlock the true magic of their IP—creator-led communities as studios. Last year, I explored this idea in depth during an episode of my podcast, Film3 OG and the Next Wave of Cinema, titled Taylor Swift: Proof of Concept for Film3.

For those new to the concept, Film3 refers to the intersection of Web3 and entertainment, where creators retain ownership of their intellectual property (IP) while building vibrant, engaged communities around their work. I’ve long drawn parallels between Taylor Swift’s deep connection with her Swifties and more recently how successful Film3 projects—like Doodles, Azuki, and Pudgy Penguins—have harnessed a similar sense of belonging to drive both creative and commercial success.

This is the secret sauce that Taylor Swift has perfected, and it’s the same formula that’s transforming the Film3 business model into a new wave of creator-led success. So, in light of my recent article on Redefining IP Ownership in Film3, it’s time to dive deeper into this powerful intersection of belonging, IP, and community-driven ecosystems.

Swift’s meteoric rise to global superstardom is undeniably rooted in more than just her extraordinary talent. It’s fueled by the fierce loyalty and devotion of her fans—affectionately known as Swifties—who feel a deep sense of belonging to a community she has carefully nurtured. In many ways, Swift’s approach mirrors the principles that underpin the Film3 business model, where creators aren’t just producing content but building a creator-led community that acts as financiers, marketers, and the primary audience, driving long-term loyalty and engagement.

What makes Taylor’s relationship with her fans so powerful is how deeply seen they feel. Her fans aren’t just supporting an artist—they’re supporting someone who recognizes them, values them, and makes them feel like active participants in the narrative of her success. This is the epitome of B to P—brand to participant. Swift reaches out to her fans, embedding personal Easter eggs in her music and videos, writing songs inspired by her interactions with them, and creating opportunities for fans to feel a personal connection to her journey. This act of seeing her fans elevates the relationship beyond mere fandom—it becomes emotionally profound. Her community is bonded by shared experiences, mutual respect, and a sense of purpose.

This same concept of belonging is at the heart of the Film3 business model.

Community as the Foundation of the Film3 Model

For almost four years, I’ve been saying, creator-led communities are mini studios. In Film3, the community isn’t just a passive audience; they are active stakeholders who co-create value with the creator. This idea of community-driven ecosystems echoes Taylor’s approach, where the audience isn’t merely consuming content—they’re a part of it. Projects like Pudgy Penguins, Doodles, and Azuki have tapped into this phenomenon in ways that mirror Swift’s success, creating thriving ecosystems where the community is as much a part of the narrative as the creators themselves.

But it goes even deeper. From massive projects like those mentioned above to smaller, critically acclaimed projects like Calladita, which debuted as number one on Netflix Spain, Emmy-nominated RZR, and The Coders Room, the Film3 community feels a profound sense of pride in seeing projects achieve even the smallest victories. These successes aren’t seen as individual wins for the creators but as collective victories for the entire community. Every project that breaks through, every story that finds its audience, and every piece of art that challenges traditional systems is a testament to the resilience and spirit of the Film3 movement.

Much like Taylor Swift’s fans, who celebrate her every accomplishment as if it were their own, the Film3 community rallies behind these projects, feeling a deep emotional connection to their progress. They don’t just see themselves as consumers—they see themselves as co-creators, champions, and advocates for a new world of entertainment where their voices and contributions are valued. The sense of belonging in Film3 is heightened by this shared purpose, where every member of the community plays a role in pushing the boundaries of what’s possible in filmmaking.

The Squad, as the foundation and glue of the Film3 community, plays a crucial role in fostering this sense of belonging. Since the very beginning, in February 2021, The Squad has understood that community is the heartbeat of this revolution. Through initiatives like X Spaces, the Film3 OG Podcast, IRL Film3 Summits and Cannes events, as well as ongoing community engagement, The Squad has created a space where creators and their audiences are seen and heard, where their contributions to the ecosystem are not just valued but celebrated.

This is the very essence of belonging: to be seen, to be valued, and to be part of something bigger than yourself.

Circling back to a few of the projects I mentioned in my last article

Redefining IP Ownership, let’s examine how beautifully they cultivate this communal sense of belonging.

Pudgy Penguins: From NFT Project to Cultural Phenomenon

We're building a brand that's going to stand the test of time. It's not just about NFTs, it's about creating a community and a world that people want to be a part of. - Luca Netz, in an interview with Fortune

Much like Swift’s fanbase, the success of Pudgy Penguins stems from a powerful sense of identity and belonging. What began as an NFT collection of adorable, collectible penguins quickly snowballed into a cultural movement. Holders of Pudgy Penguins NFTs don’t just own a piece of digital art—they’re part of a community that celebrates shared values, creativity, and a sense of playfulness. The community-led approach allows for direct participation, much like how Taylor’s fans feel they’re part of her world, actively engaging in the future of the project through collaborations, merchandise, and even physical toy lines.

In the Film3 model, ownership of these characters empowers the community to be co-creators of future stories, merchandise, and spin-offs. This mirrors the way Taylor gives her fans the sense that they’re co-creating her journey, celebrating Easter eggs and hidden messages embedded in her content, making them feel seen and valued.

Doodles: A Multi-Dimensional Experience

Doodles, like Taylor Swift, understands that community engagement can’t be limited to just one medium. Taylor’s mastery of multi-dimensional experiences—spanning surprise album drops, intimate fan meet-ups, social media engagement, and her larger-than-life world tours—mirrors how Doodles is building its own multi-platform universe. Through a combination of NFTs, animation, music, and experiences like Doodles 2, the community is involved in every aspect of the brand’s evolution.

Doodles’ acquisition of Golden Wolf, a renowned animation studio, is akin to Taylor curating experiences that span multiple touchpoints, from albums to documentaries. In both cases, ownership and participation are key. Just as Swifties feel they’re contributing to Taylor’s continued dominance in the industry, Doodles holders actively shape the Doodleverse, with their NFTs acting as passports to a broader, interconnected world of content.

Azuki: The Intersection of IP and Community

Azuki, a project that thrives on the intersection of anime culture and blockchain, similarly empowers its community in ways that Taylor’s fans would recognize. Azuki NFT holders aren’t just passive spectators; they hold IP rights over their characters, allowing them to monetize, extend, and collaborate on future creative projects. This reflects the creator-led communities in Film3, where the community not only consumes the content but co-creates it alongside the original creators.

Taylor’s fans feel similarly invested in her success because she’s turned them into collaborators in her story. Whether through direct social media engagement or crafting Easter eggs that fuel fan theories and speculation, Taylor’s fans are part of the narrative. In the same way, Azuki enables fans to own and extend the universe, reinforcing their role as co-creators rather than passive observers.

The Power of Belonging: The Key Ingredient in Both Models

At the heart of Taylor Swift’s unparalleled success and the thriving IP projects in Web3/Film3 is the power of belonging. For Taylor, her community feels ownership over the shared journey of her music and career, much like how Film3’s communities feel ownership over the intellectual property they help create, fund, and amplify.

Belonging is what drives community brand loyalty.

Taylor Swift didn’t just create music; she built a world where her fans feel they are part of something bigger than themselves. Similarly, in Film3, creators aren’t just developing films or digital collectibles—they’re building ecosystems where the audience is integral to the entire process—from financing to marketing and distribution.

It’s this emotional investment that builds not just a fanbase but a tribe—one that is loyal, engaged, and ready to promote the brand at every opportunity. Taylor Swift’s Swifties and the communities behind Web3/Film3 IP projects like Pudgy Penguins, Doodles, and Azuki illustrate how the power of belonging can create lasting, sustainable success.

This emotional investment is what keeps the Film3 ecosystem thriving, just as Taylor’s investment in her fans has kept them loyal for over a decade.

As we witness Taylor Swift harnessing the power of belonging to drive a cultural movement, the Film3 business model follows suit, proving that community is more than a buzzword—it’s the driving force behind modern entertainment. By giving communities ownership, participation, and meaningful engagement, both Swift and the most successful Film3 projects have redefined what it means to build loyalty and create lasting cultural impact.

Just as Taylor Swift has built a fanbase that is both an audience and an army of advocates, the Film3 model empowers creators to build communities that are not just consumers but co-creators in the success of the projects they support.

In the future of entertainment, the key to success isn’t just talent—it’s belonging. That’s the flex.

As Taylor Swift herself once said in an interview with Zane Lowe for Apple Music — “I think that the idea of feeling like you belong somewhere is probably one of the most important feelings in life. And I think that's what we're all searching for in our own ways." This profound truth echoes not just in her relationship with her fans, but also in the heart of the Film3 movement, where creators and communities find belonging together—co-creating the future of entertainment.