Welcome to the Summer Series of Culture Factor. I’m Holly Shannon. When I spoke at this year’s NFTNYC, I used my down time to interview the experts about their engagement in the Web3 space. We’ve talked on Culture Factor a lot about *what* Web3 is and *how* it’s being used, but I wanted to try and understand *why*. Almost every person I spoke to had a similar reason for being part of Web3. They all wanted to help fulfill our most basic, fundamental, evolutionary need: connection. This is unsurprising. Connection has always been at the core of the web itself. The difference between web 1, 2, and 3 are the methods used, and tech available, to generate connection. Over the next few weeks, I’m going to explore the methods that artists, collectors, and businesses use to bring about connection. . I'll break down the whys, not just the whats, of this new digital space we find ourselves in.