Asad J. Malik is an AR artist who spent a lot time making work for the HoloLens on the film festival circuit, and then started a AR Hologram company named Jadu creating volumetric captures of celebrities and musicians using the high-end Microsoft Mixed Reality Capture Studio at Metastage. He was losing some of his enthusiasm after doing 30-40 hologram projects and navigating egos the bureaucratic dynamics of working with musicians, and then he started experimenting with cryptocurrencies and NFTs. He was also searching for alternative business models beyond advertising or high-end, holograms as a service, and had aspirations for creating a world-scale, AR game and product that allowed him to experiment more with tapping into the affordances of AR beyond passively watching volumetric performances from famous people.