From the Editor: Debbie Soon is an entrepreneur, digital art collector, and advocate for increased representation in arts and technology. She is the co-founder of HUG (www.HUG.art), an inclusive global onchain creative community of 35,000+ members, recently acquired by .ART Registry. She’s releasing her fabulous book on game-changers in the Web3 space, and our staff writer, Anastasia Sukhanova, sat down to discuss Soon’s inspiration for the book, her journey with HUG, and her thoughts on Web3 stigma. This interview was edited for length and clarity.

About the Book:

“Digital Mavericks” available on Barnes and Noble and Amazon.

What inspired you to write Digital Mavericks, and how does it reflect your journey in Web3 and emerging technologies?

Digital Mavericks was born from my own unexpected journey into blockchain. When I moved from Singapore to LA in the middle of the pandemic, I found myself navigating a new city with no built-in network. It was onchain communities that gave me a sense of belonging—introducing me to”Digital Mavericks”: Debbie Soon on Web3, NFTs & the Future of Creativity artists, builders, and entrepreneurs whose creativity and resilience reshaped how I saw the internet’s future.

Crypto and NFTs often get a bad rap, but beneath the headlines, they’re empowering creators in ways traditional systems never could. I wanted to write a book that cuts through the noise and shows how blockchain is unlocking new, sustainable ways for creatives to monetize their work. Part guide, part manifesto, and part love letter to the rebels shaping the next era of the internet, Digital Mavericks is my way of bringing more people into this world—on their own terms.

Web3 and NFTs have been polarizing topics. How do you address skepticism in Digital Mavericks, and what would you say to those hesitant to explore this space?

Skepticism is natural, especially when a new technology disrupts the status quo. History is full of similar moments—painters once feared photography, film photographers resisted digital cameras, and in the ’90s, many dismissed the internet as a passing fad. Yet, time and adoption proved these innovations weren’t just viable but transformative.

I’ve always believed in strong opinions, loosely held—meaning it’s okay to be skeptical, but curiosity is even more powerful. My hope is that Digital Mavericks invites readers to suspend disbelief for a moment and explore what’s really happening beneath the surface. You don’t have to become a Web3 evangelist overnight, but understanding the shifts at play will help ensure you’re not left behind.

Art by Jam Jam (https://jamjamart.net/)

Generative AI is a significant theme in your book. How do you see its integration with blockchain shaping the future of the digital creative economy?

AI and blockchain are often misunderstood—sometimes even feared. But ironically, blockchain offers solutions to some of AI’s biggest concerns, particularly around provenance, authorship, and transparency.

As AI-generated content floods the digital space, how do we verify what’s real, who created it, and who gets credit? Blockchain provides a trust layer—ensuring that artists, writers, and musicians maintain ownership over their work, even in an AI-driven world. Instead of seeing AI as a threat, I see it as a catalyst for a more collaborative and transparent creative economy, where blockchain helps protect and authenticate artistic expression.

Can you share a particularly memorable story or interview from the book that captures the transformative potential of blockchain for creatives?

Every story in Digital Mavericks highlights how blockchain isn’t just a tool—it’s a paradigm shift in how creatives are valued and compensated.

One that stands out is generative artist Jimena Buena Vida, who transitioned from being a computer science engineer to a full-time artist, something that once seemed nothing more than a pipe dream. Then there’s Foodmasku, a multimedia artist who gained global recognition knowing his work could be properly attributed, preserved, and monetized thanks to NFTs.

These stories, and many others, show how blockchain is rewriting the playbook for creatives—offering new paths to financial independence, artistic ownership, and global reach. It’s not just about technology; it’s about reimagining what’s possible.

About her Career:

What was the most rewarding part of building HUG, and what was the biggest challenge?

The most rewarding part was witnessing artists finally see—and believe in—themselves as artists. There’s nothing like watching someone go from self-doubt to having their work showcased on some of the biggest stages in the world, from Times Square to the United Nations. The biggest challenge, however, is the same one that exists in the traditional art world: discovery. Web3 opens incredible opportunities, but curation remains crucial, and newer artists still struggle to break through. As much as we wanted every artist at HUG to succeed, the truth is that “overnight success” is years in the making. It takes time to refine one’s craft, build an audience, and find the right monetization model. 

Debbie pictured with the HUG team, including co-founder Randi Zuckerberg (right)

Looking ahead, how do you see the next chapter of your career unfolding?

I’m at a stage where I want to build at the intersection of crypto, AI, and culture—not just as an observer, but as a driving force. Whether that means scaling new ventures, helping mainstream brands navigate Web3, or onboarding the next generation of creators one by one, my focus is on impact.

We’re living through a once-in-a-generation technological shift, and I don’t just want to watch it happen—I want to shape it.

Lightning Round:

If you could mint any historical event as an NFT, what would it be and why?

Aug 9, 1965. The day Singapore declared independence. Singapore is the ultimate underdog story and reminds me that you can be small but still have mighty dreams.

If you could collaborate with any artist, living or dead, who would it be and what would you create?

Yayoi Kusama. We’d take over an entire city and cover it in polka dots, turning urban spaces into a living, breathing work of art. No deep meaning necessary—just pure joy, whimsy, and a reminder that art doesn’t always need to be confined to a gallery.

If your dog Guinness could give a TED Talk, what would it be titled?

“How to Love Fearlessly Without Question.” I truly believe that is the secret to her good life.

What’s your go-to karaoke song after a martini (with gin, dirty, and shaken, of course)?

Bohemian Rhapsody. It is a stroke of theatrical rock genius.

Interested in reading Debbie Soon’s “Digital Mavericks”? Purchase the book on Amazon or Barnes and Noble!