Vevue: Late Paywalls

erick calder
3 min readJan 27, 2022


In my last two articles I described paywalls and reverse paywalls, features of the Vevue platform made possible by the use of token economics. Both of these represent a realm of economic activity unavailable to Vevue’s closest competitor: YouTube. But there’s more

Today I’m going to talk about a third mechanism that profoundly changes the Vevue platform: late paywalls

A late paywall is a payment request presented to the viewer *after* a video has been viewed

A notion to which I inevitably get a befuddled look, followed by: “huh? what sense does that make?”

Democratising Celebrity

The entrepreneur and influencer Bella McFadden aka InternetGirl — recently made Vevue’s fashion ambassador — has created a remarkable business selling vintage clothing. With uncompromising style, Bella has garnered over half a million followers on depop, a little known clothes-trading site

Her model is simple: find a nice little dress, put it on, take a few pictures, and post them on depop to sell the dress. Here’s what’s interesting: the product isn’t the dress, it’s Bella herself

Customers today buy her clothes because she wore them — because as a celebrity, her customers can own a piece of her

It’s no different from selling a Catherine Walker evening gown at auction for $145,000, because it was once worn by Princess Diana. Or from seeing a pair of slippers fetch $666,000 because they were worn by Judy Garland during the filming of The Wizard of Oz, or from Marilyn Monroe’s “subway“ dress commanding a pricey $5.6M in 2011

Except her clothes are $40

What Bella’s business acumen has accomplished is to democratise the process, bringing a sense of celebrity to the significantly larger audience that could never afford Princess Diana’s raiment

Taking it to the Next Level

As I’ve already pointed out in my first article in this series, the world is moving towards video, and living on the cutting edge as she does, Bella is keenly aware of this fact, which makes her the ideal participant in Vevue

What late paywalls accomplish is to allow Bella to take her business to the next level: take a 5 second video of that pretty, pretty dress, put it in front of a late paywall, and use the mechanism to sell the dress. In other words,

The paywall is not used to monetise the video — it is used to sell the dress

…a feature that turns Vevue from a mere video delivery platform into a first of breed, tokenised, full-featured e-commerce solution

The implications are vast. It means that bands can make 5-second videos to sell tickets to upcoming concerts, the platform can be used for infomercials, and retailers can advertise product (using a reverse paywall) and sell it right online, capturing that impulse-buy reaction that is the golden fleece of advertising

In other words, Vevue is now right in the middle of everything

Welcome to the new economy

If you love what Vevue is doing, you can now buy their tokens with a credit card or bank draft, thanks to a new partnership with CryptoSpace. Simply join their Telegram group [] and learn how!

CryptoSpace now facilitates ownership of Vevue tokens
tweet me: @ekkis

Comments or questions about this article are always most welcome and can be left here as responses on Medium. To reach me more directly please tweet @ekkis

For full disclosure, I’m currently advising Vevue (yes, I think it’s the next unicorn and want to be part of it)

This article is the third in a series



erick calder

data architect. developer. crypto evangelist. investor.