/Original article from wired.com

Introduction

Over the past few months, the world has witnessed an extraordinary surge in the popularity of NFTs (non-fungible tokens). From meme-art and Twitter screenshots to live music performances and breathtaking basketball highlights, NFTs have transformed digital media into coveted collectibles. These blockchain-certified tokens are selling for hundreds of thousands—sometimes millions—of dollars on platforms like Rarible, OpenSea, and Nifty Gateway (backed by the Winklevoss twins). It’s not just about ownership; it’s about claiming a piece of the digital world’s history.

The NFT craze has flourished during the global lockdowns. With cryptocurrencies like Bitcoin reaching new heights and people spending more time online, the NFT market became a magnet for enthusiasts and investors. According to one report, investments in NFTs grew by nearly 300% in 2020. Over 222,000 people participated in sales worth $250 million, spanning digital trading cards, virtual real estate, and more.

While skeptics argue that this meteoric rise is merely a bubble waiting to burst, others believe that NFTs represent the next chapter in our digital evolution. Digital artists are flocking to NFT platforms, and crypto-enthusiasts are betting on NFTs becoming a mainstream phenomenon. Among these visionaries is Simon Hudson, Founder and CEO of Cheeze, an innovative company reshaping the intersection of photography and NFTs.

Cheeze: The Gateway for Everyday Photographers

Simon Hudson’s journey into the NFT space began as a curious exploration. Describing NFTs as “kind of like the internet in the 1990s,” Hudson has spent the past year diving deep into the world of blockchain tokens and platforms. But he didn’t stop at curiosity; he saw an opportunity to create something truly unique.

Cheeze is a platform built for photographers, both professional and amateur, to license and trade their photos as NFTs. Unlike platforms like Nifty Gateway, which curates collections from renowned artists, or OpenSea, which functions as a blockchain-based eBay, Cheeze focuses on making NFT creation accessible to anyone with a smartphone. Hudson’s belief is simple yet profound: “Everyone who owns a phone is a photographer.”

The idea is timely. Photography has undergone a seismic shift with the rise of smartphones. High-quality images can now be captured without the need for expensive DSLR cameras. Hudson points to examples like Prince Harry and Meghan Markle’s pregnancy announcement, accompanied by a casual photo taken on an iPad, to illustrate how informal formats are becoming mainstream. Similarly, as media outlets adapt to Zoom interviews and user-generated content, the line between professional and amateur photography continues to blur.

Building the Future with a New Office in Dubai

Hudson’s vision has attracted significant attention and backing from industry heavyweights. Cheeze’s advisory and investment team includes Netflix co-founder Marc Randolph, Startup Grind’s Derek Andersen, and Dubai’s Mohamed AlRafi, chairman of SRG Holding. With such a strong support system, Cheeze is positioned to make a lasting impact in the NFT and photography space.

Cheeze’s decision to open a major operational hub in Dubai is a strategic move. Hudson’s familiarity with the city stems from his earlier venture, Brndster, a Dubai-based API agency. Dubai’s rapid technological advancements, such as its 5G infrastructure and blockchain initiatives, make it an ideal base for Cheeze’s back-end engineering operations. Beyond the tech appeal, Dubai offers cost advantages compared to cities like New York, allowing the company to scale efficiently.

Meanwhile, Silicon Valley remains a vital part of Cheeze’s expansion strategy, providing access to world-class talent and investors. By establishing a presence in both Dubai and Silicon Valley, Cheeze is positioning itself as a global leader at the forefront of the NFT revolution.

Launching Soon: Join the Waitlist

Cheeze is on the brink of its official rollout, with plans to launch within the next six to eight weeks. The platform is designed to attract both seasoned photographers and everyday iPhone users, democratising access to the NFT space. An early waitlist has been launched, and interest is already building as the NFT craze captures global attention.

While Hudson is enthusiastic about the potential of NFTs, he is also mindful of the risks. “It would be naive not to notice or take into account the possibility of a market slowdown,” he says. In an uncharted market with no established giants like Google or Amazon, the path forward requires both caution and innovation.

The Vision for a New Era of Digital Ownership

Cheeze isn’t just about licensing photos—it’s about creating a marketplace where creativity and technology converge. By enabling users to mint their everyday moments as NFTs, the platform is empowering a new generation of citizen-photographers to monetize their work.

In an era where digital experiences increasingly dominate our lives, Cheeze is helping to define the value of digital ownership. Whether the NFT craze is a bubble or a new paradigm, Hudson and his team are determined to tread carefully yet boldly, pushing the boundaries of what’s possible.

If you’re ready to explore the future of photography and NFTs, sign up for Cheeze’s waitlist today. The next iconic digital collectible could be a photo you’ve already taken.