Looking Glass Labs Ltd (LGL) said it has appointed creative veteran Ryan Lassi as the senior vice president of marketing for its flagship studio, House of Kibaa (HoK), where he will lead the marketing of the Project Origin metaverse initiative.
The company noted that Lassi has a track record of growing global brands across the technology, music, beverage and creative services industries, with career highlights in Red Bull and Spotify.
“We are thrilled to add Mr Lassi to our senior leadership team and I would like to extend a warm welcome to Ryan as he joins HoK. The Origin metaverse project, among other initiatives underway, just got a major boost and I am very much looking forward to our team learning from him and his vast industry experience as a marketer of major global brands like Red Bull and Spotify,” Dorian Banks, CEO of LGL, said in a statement.
READ: Looking Glass Labs announces C$6.8 million in total revenues for the first half of fiscal 2022
“The metaverse space, NFTs and play-to-earn gaming are all areas that we believe will stand to benefit from a strong marketing effort. Therefore, Ryan’s addition is expected to benefit both LGL and HoK going forward,” Banks added.
The Vancouver-based digital platform, which is engaged in the design, development and sale of non-fungible tokens (NFTs), noted that Lassi spent nearly 10 years in various marketing functions in Red Bull, leading teams, managing yearly business plans and executing IRL experiences to drive product consumption. At Spotify, he spent over three years overseeing IRL Experiential Strategy and genre expansion within URL Music Marketing during the pre- and post-IPO phases of the business.
Most recently, he was at the technology-curated travel company, Pollen, as its Global Head of Partner Marketing, where he implemented marketing strategies to scale franchises for the likes of global superstars Justin Bieber, J. Balvin and Kygo.
Early in his career, Lassi launched an indie record label in the pre-streaming era and successfully took artists from the label on the Vans Warped Tour.
HoK designs and curates a next-generation metaverse for 3D assets, which allows functional art and collectibles to exist simultaneously across different NFT blockchain environments. HoK has successfully released digital assets to include GenZeroes, which sold out in just 37 minutes for total proceeds of C$6.2 million to LGL, in addition to a perpetual 5% royalty stream on secondary market sales. HoK plans to launch a hyper-realistic metaverse built on the latest version of Unreal Engine in 2022.
Contact the author at jon.hopkins@proactiveinvestors.com