A blockchain company for the entertainment industry is getting ready to rebrand itself to be about more than blockchain.
SingularDTV, based in Switzerland and New York, has spent the past two years building a platform that lets the creators of movie and music titles a way to get paid directly by fans without using other distribution platforms. Now, ahead of its beta release, it’s renaming itself Breaker as it gets ready to debut a new app for mobile devices and smart TVs, which aims to be an on-demand hub for both funding and watching content. Kerry Fitzmaurice, svp of brand marketing at Breaker, said the company spent the past six months trying to decide how it could move away from the initial brand focused on the promises of blockchain to something that might resonate more with fans who are more about content than technology.
“If we lead with blockchain [or] data sovereignty,”she said. “People will be like ‘I’m going back to Netflix.'”
Early content includes movies produced by Steven Soderbergh and David Lynch, along with songs from DJ Spooky and the singer-songwriter Casey Pearl. It also worked with filmmaker Alex Winter to produce a documentary called “Trust Machine: The Story of Blockchain,” which debuted last fall in New York.
“I’m always looking for new ways to increase the transparency of the business while also trying to simplify it,” Soderbergh said in a statement. “If this what the future’s going to look like, I want to be in on it early.”
Fitzmaurice said the original logo had the resemblance of an eye to represent the singularity—a concept of when artificial and human intelligence between indistinguishable—along with the Ethereum logo to represent the blockchain platform used by the company. (Joseph Lubin, the co-founder of Ethereum and the company Consensys, is one of SingularDTV’s founders.)
The new logo—a circular comprised of small lines swirling inward—is meant to represent the “the hive mind” that’s often associated with decentralized marketplaces that blockchain companies and cryptocurrencies so often promise to create.
“If you look at decentralization, it’s about many nodes rather than an entertainment studio or a bank,” she said. “It’s about empowering many.”