Ethereum as Lifestyle Brand: What Unicorns and Rainbows Are Really About

The lights were dimmed during the last day of Devcon in October 2019. A hush fell over the auditorium in Osaka, Japan.
 A haunting melody rippled through the crowd of roughly 1,000 people. Everyone knew the dance was about to begin.
Ethereum leaders, including inventor Vitalik Buterin, plus Hudson Jameson and Aya Miyaguchi of the Ethereum Foundation, would lead a goofy dance to close out the annual tech conference.
Cheers erupted when the Ethereum influencers took the stage, nodding respectfully to conference organizers and thanking the crowd. Soon the whole crowd was following along, jumping up and down, turning in circles.


 Critics might say they were simply mimicking the technologists on stage, but on the ground, people were adding their own moves or simply nodding along. Every Etherean dances his or her own way, or smiles and sways timidly.
 (Ethereum Foundation developer Vlad Zamfir, for example, dislikes the dance and said he prefers not to partake.)The tongue-in-cheek ritual offers a microcosm of the carefree Ethereum lifestyle brand, inspired by the cryptocurrency founded in 2015.
 Over the past five years, Ethereum, the blockchain platform that birthed so many ill-fated ideas, also launched a crop of products and services that are currently multibillion-dollar endeavors.
The dance is a promise “until next year,” the leaders say on stage.
 It’s a celebration of what the community has achieved so far and what it will achieve.
 The dance is a way to communicate with Ethereans from all around the world, even if they don’t speak English.

There is roughly $3.7 billion worth of cryptocurrency locked up in Ethereum-based decentralized finance (DeFi) platforms used by people around the world like Gerald Nash, a computer science student who interned at Coinbase and leads programs at the Howard University Blockchain Lab.

“I wouldn’t consider it a hard money because of the economic decisions the core team makes,” Nash said, describing the difference between bitcoin and ether.
 Bitcoin is digital money, he said, unlike ether.
“But I am fascinated by the other technological aspects [beyond money], like Turing-complete smart contracts,” he added.

As a young Black man without a wealthy background, Nash said he uses DeFi to access “more complex or sophisticated finance [tools],” than he previously could through banks.
 He acknowledges these are risky software projects and uses them with deliberate caution. That hasn’t dampened the allure.

Read the full topic at
https://www.coindesk.com/ethereum-as-lifestyle-brand-what-unicorns-and-rainbows-are-really-about

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