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Monty Munford, Sienna Network – Interview | Selected

After what feels like an eternity of never-ending lockdowns, we get into Monty’s thoughts on meeting Kim Kardashian, the future of events, launching a blockchain / crypto podcast, co-founding the DeFi company Sienna Network – and finally getting him to consider launching his own creator coin… as soon as he can figure out his own value 😉

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@MontyMunford

Let’s start with events:

What was your last big international event, before the pandemic?

My last gig was emceeing the World Congress on Information Technology (WCIT), a three-day event in Armenia in October 2019, but I did manage to make a keynote speech in Karachi, Pakistan during the UK’s Lockdown Two in November, 2020.

That experience told me a lot about travelling in the future and how difficult it’s going to be and how much paperwork there is, not just for countries, but for airlines.

What’s the backstory behind that selfie you took with Kim Kardashian?

Ha! That was the Armenia event and there was a lot of work involved. We met backstage with ‘her people’ and it seemed inappropriate to ask, but we had a good chat and I asked her if I could take a selfie later on-stage and she has very happy to do so. She even touched me on my shoulder as she did so. I think she wanted more than a selfie – haha.

Now that most events are shifting almost entirely online what has your experience been like re: speaking online? Any interesting lessons learned from your experience speaking online?

Awful, depressing, ineffective and bad for the brain. I did a few at the beginning and I was conducting interviews for my crypto podcast BlockSpeak.io, but I think even a voicecall is better than a videocall, using one sense instead of two is less of a brainmelt. I’m trying to stay clear of them and that’s the one only lesson I can offer.

When borders finally start opening back up to global travel, where will you travel to first?

Blimey, good question. I know it won’t be a conference for a while. I would say somewhere like Greece and just lay on the beach/by the pool for a week (with my son).

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What about blockchain events? Which ones do like the most that we should have on our radar?

I’m kind-of out of the Zoom events and I think conferences may take a while to come back, so difficult to guess. But I like the SiGMA events in Malta and might even put on my own small conference, but let’s see how vaccination goes.

Speaking of Blockchain

Via BlockSpeak, you’ve interviewed some of the world’s biggest names from marketeers to FinTech to blockchain to Bitcoin Billionaires – which interview(s) did you enjoy recording the most?

I started BlockSpeak last summer and we managed to bring onboard 30 excellent speakers and allowed me to learn from the best as well as realise who the idiots were.

I always like talking to John McAfee (wherever he is now), but the conversations with Alex Mashinsky of Celsius and Charles Hoskinson of Cardano were my favourites.

I see you recently updated your LinkedIn page as the Co-Founder of Sienna Network. What is that and how deep is your involvement?

Yes, we’re very excited about this. I’d been approached several times to be commercially involved in blockchain and crypto projects, but nothing grabbed me. However, Sienna Network not only grabbed me, but threw me over a wall. We’re a DeFi project that launched last week and things have gone crazy since.

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Sienna

We’re solving a problem that the crypto industry needs and many figures, including those I interviewed on BlockSpeak, are talking to us about how they can be involved. We have a roadmap over the next two months that may astonish many in the industry, watch this space!

Do you see any viable business cases for event organizers to start using blockchain?

I think the world is finally catching on about blockchain and early adopters such as charities and logistics appreciate the transparency of the protocol. Smart Contracts and proof of transaction are going to streamline all industries and even democratic elections.

What event organisers do with the technology is a little bit more complicated. Perhaps it will make payments easier, but there’s nothing else that springs to mind right now.

What about the rise in monetization of speakers (ie. Creator Coins) – when will Monty Coin hit the market?

Hahaha. Well, I might be behind the curve here and would love to know more, but I’m ALL OVER this idea. Let me talk with ‘my people’ and I’ll see what I can come up with, happy to work with anybody on this – haha.

It sounds a little preposterous, but I much prefer speakers’ fees to be made in crypto, so why not base a coin on your own creativity? However, I’m not sure how valuable I am, so I may wait on this one.

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When I started working in VC, conferences were treated as a nice extra. Something you sprinkled on top of a sourcing strategy that lived elsewhere, often in a partner’s address book. Being an investor meant you mainly had to spend a few days out of the office per week for dealflow meetings, you attended the occasional panel slot if you had a friend on the programme team, shared a few tweets and that was it. But today conferences are part of the core marketing infrastructure that keeps the firm in the flow of founders, operators, LPs and peers. These events act as a pretext to re-engage with warm or cold leads, whether a fund is at the beginning of their investment cycle or deep in fundraising for their next flagship fund.  Every tech city has its own flagship event. If you are a generalist VC, chances are you can easily identify 20 conferences that you are expected to show up at, and 40 that you could attend.  So, where do you start? How do you really decide whether it’s a good reason to attend? Most investors only see the tip of the iceberg: the logo of the headline conference. They rarely see the resource constraints that come with executing the field work. That tension creates too familiar operational dramas for marketing teams, including last-minute “Where is my ticket?” message, partner demands for main-stage slots, and the flurry of FOMO driven interest because another prestigious fund has been announced as a partner. And yet, despite common belief, investors don’t attend conferences for the parties.  When I look at the 100 plus conferences I have attended over my career, I tend to group the real reasons into 10 buckets. 1. Qualified dealflow Good conferences act as magnets. They pull in the startups that are relevant for a specific thesis, geography or stage. For generalist VCs, niche events are a way to see a concentrated sample of the market in two days. For more specialist firms, these events are a way to go deeper into a vertical, and to be visible in that niche. 2. On-the-shelf networking Conferences provide “on the shelf networking”: the infrastructure of meetings, lounges, apps and social events is already built. You simply step into it. For investors, that is valuable across several fronts: they can connect with  founders and future founders, operators for senior hires, practical experts and   LPs exploring new funds.  3. LPs and the (secret) permanent fundraise Most funds are always fundraising. Events that attract LPs are therefore particularly attractive. Even a handful of good LP conversations can justify several days out of the office, especially if this involves underground Berlin (Super Return) or a roundtrip to the French Riviera (IPEM).  4. Media relationships Some partners only have meaningful conversations with journalists at conferences, mainly because engaging with the media is not part of their day-to-day routine. For them, conferences provide an efficient way to concentrate press engagement in one place without having to pitch themselves. For marketers handling complex logistics across several markets, an event is often the one moment where the stars align. 5. Thesis signalling Good investors have local-based theses and want to attract dealflow consistently across several years, whether or not they have cash to invest. Attending Stockholm-based conferences is a way to say, “we are serious about the Nordics” without having to buy billboards in the airport (although some folks do exactly that). In that sense, VCs and event organizers are sometimes competing as community enablers. Both are trying to become the natural node for a given ecosystem. 6. Speaking and thought leadership Speaking slots are a form of social currency in venture – and comes with a few perks such as “speaker dinners”. Many partners enjoy being on stage and the status premium associated with it. I guess there’s a reason why some people are more interested in how they will look like on their Slush stage picture than what they are going to say. Beyond ego, speaking opportunities give VCs a platform to articulate their thesis, test a narrative in front of a live audience, and attract founders at the very top of the funnel. Some of the best inbound I have seen has come within a week of a talk. A founder who heard a line and followed up. A journalist who spotted a quote for a later story. Someone who waited backstage with a pitch. This is part of why VCs can be VERY intense about speaking slots. From their perspective, stage time is not simply a visibility perk. It is a key input into the marketing engine. 7. Curation Some conferences have a strong reputation for curation. You trust that if you turn up at TEDx, DLD, or similar events, you will be challenged and inspired. For investors who spend most of their year buried in spreadsheets, this is attractive. Alas, I think the content quality has nosedived these last couple of years so it’s less true. 8. Portfolio support Serious investors use conferences to help portfolio companies with commercial introductions, support them on talent hunting, offer stage visibility and access to LPs, journalists, and peers. When a portfolio company is having a big moment, everything else tends to rearrange around it.  9. IRL experiences Many VC franchises have grown used to operating digitally. What is often missing is a reliable in person interface for the broader community around the fund. Conferences solve this by using those moments to crystallise the community you are building.  A simple breakfast, an LP catching up with several of your founders in one afternoon: these are small touches, but repeated over ten years they are part of how trust compounds.  10. Watching to competition Conferences are one of the few places where you can literally see how competitors behave with founders, with LPs, with the media and with each other. Who is always surrounded by founders. Who is quietly building a niche. Who is sponsoring heavily in a

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