# Start Here: Synthesis Background

### **Synthesis: The process of combining different materials or components to produce a new item, either physically or conceptually.**

* In chemistry, it is the process of creating a new substance from simpler or more basic ingredients. 
* In music, it is the practice of merging or altering pre-existing sounds. 
* In philosophy, synthesis is the process of bringing together disparate ideas or thoughts to create a fresh, cohesive viewpoint or theory.

### **And for us, it means combining:**

<mark style="color:blue;">**3 DIFFERENT GROUPS OF INTEREST:**</mark>

* Early Adopters (NFT buyers and web3 builders)&#x20;
* Non-web3 Audiences & Brands
* Designers & Artists

*with*

<mark style="color:blue;">**3 TECHNOLOGIES:**</mark>

* Blockchain&#x20;
* Mixed Reality: AR, VR, 3D & Metaverse&#x20;
* Artificial Intelligence

*through*

<mark style="color:blue;">**3 FRAMEWORKS:**</mark>

* Crowdsourcing&#x20;
* Frictionless Access&#x20;
* Sound Business Foundation

*to* **develop a whole new platform of creation, commerce, and community.**

<figure><img src="/files/8EtBkLGtfPa4PIRFBgmu" alt=""><figcaption></figcaption></figure>

### **Each of the interest groups has its own problem:**&#x20;

* **Early Adopters** operate in an environment based almost entirely on speculation that poses substantial challenges not just for the web3 architects, but also for investors and users who engage with them.&#x20;
* **Non-web3 Audiences & Brands** are confronted by huge barriers to entry, marked by steep learning curves and high-risk and high-cost assets, hindering their participation.
* **Designers & Artists**, while exceptionally creative, may lack a comprehensive understanding of how the combination of web3, AI, and XR can help them elevate their creations, engage their communities and expand their revenue streams in unprecedented ways.

By architecting an optimal environment centered around education, collaboration, and a revenue-generating business model as its foundation, Synthesis facilitates a WiN-WIN-WIN scenario for every group of interest.

* **Designers & Artists** get all the tools and opportunities to thrive in this new digital creator economy fueled by the concept of crowdsourcing and our business model&#x20;
* **Non-web3 Audiences & Brands** gain frictionless access to this new and exciting world of digital creation. Brands benefit from global exposure and brand awareness, additional revenue streams, and access to new and enhanced customer engagement while their customers experience new and fun ways to interact with their favorite producers and enjoy innovative perks and loyalty incentives.&#x20;
* **Early Adopters** take advantage of mass adoption as the market matures and develops new ways of value creation. The holders of genesis NFTs also enjoy unique privileges when holding the most important digital assets in their portfolios.

You can read more about the Synthesis operational model in the **Business Model Section** below.


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