We were given 4 letters. JKBX. Looks like a stock ticker. Sounds like a jukebox. Our task was to create a brand that resonated with bankers and Beyoncé-lovers alike. The problem was that crypto was crashing — SBF was off to jail, Doge was dropping, the blockchain was a bust — and investors are wary of novel investment devices and scammy NFTs.

But, music rights are actually one of the oldest and most dependable asset classes. People have been buying and trading music rights since before the electric guitar. In fact, since before electricity. Music rights go back to the 1700’s.

Michael inspired the team to go beyond the flashing lights of the rock stars and “Think of JKBX as a bank. But a cool bank. The brand must dependable, not decentralized. Take cues from the blues, not trendy altcoin-purples.” He encouraged the team to not only create a visual and verbal identity, but showcase how it sings and moves.

So if you’re thinking of what stock to buy next, have you considered Stevie Nicks? How about investing in Janet Jackson? Why not let Diplo add a few more dollars? And, hey, smart investors have got some Berkshire Hathaway. But they’ve also got a little Beyoncé in their portfolio, too.