Genies has become a gateway for celebrities, musicians, fashion designers and other creators to enter Web3, and Allison Sturges has been right there helping the startup craft partnerships and reach the masses through marketing. “Avatars really are a tool for self-expression in the digital era,” the director of marketing said.

Genies has attracted celebrity backers, including Paris Hilton, Priyanka Chopra and Camila Cabello. The startup has also worked with Warner Music Group and has developed avatar identities for Justin Bieber and Cardi B.

Genies wants to bring its avatars to more people, drive virtual commerce and enable more social experiences online. “Where we’re at now is around bringing our avatars to the masses,” Sturges said, “and really bringing our avatar tools to users, creators, artists and developers—really empowering people to be able to design and create their own avatar experiences and their own avatar ecosystems.”

Sturges pointed to work last year with Marsai Martin, the “Black-ish” star, who designed a digital fashion collection on Genies Studio App. Ian Charms, the Gen Z jewelry brand, and Sicko Kittens, the apparel brand, also launched digital product lines. Genies avatars and digital goods are interoperable with NFT-based platforms, staying true to Web3 ideals.

Notably, Genies is rolling out a developer kit this year. “For us, it’s really important as an avatar tools company that we are really relinquishing control and ownership to our users,” Sturges said.

What advice would you give to teens about using social media today?

Any social app that involves the camera inevitably becomes about performance; even if it's about authenticity, it eventually makes you try to look authentic. I would encourage younger consumers to explore non-camera-based apps even more. Platforms like Pinterest and Tumblr, or even an avatar, allow you to express deep internal emotions and manifest your imagination through text and visuals. 

What piece of technology could you absolutely not live without?

Anything that allows me to listen to music—speakers, headphones, my DJ set.

What's your favorite blog, TikTok account, podcast or any must-follows in your media diet?  

On Instagram, @metav3rse, @diet_prada, @eluna.ai, @highsnobiety, @hypebeast are a few of the accounts that I like to keep tabs on to stay up to date with Web3, AI, fashion and cultural trends.