How Authors Can Use NFTs and Blockchain Technology to Connect with Their Audience – with Malene Bendtsen

In this episode host Joeri sits down with author and business strategist, Malene Bendtsen, to discuss the future of the publishing industry and the potential disruption of Web3 technology.

From the start of the conversation, it's clear that Malene has a keen eye for industries that are ripe for disruption. As she explains, publishing is an industry that hasn't changed much in hundreds of years, yet it's one that is full of unhappy authors. However, with the emergence of Web3 technology, Malene sees an opportunity for the industry to evolve and improve the relationship between authors and readers.

For those who may be unfamiliar with Web3, Malene provides a brief overview of the evolution of the internet. Web1 was the early days of the internet when people could access information from all over the world, but they were not contributors. Web2 came with the emergence of social media, which allowed everyone to become a contributor to the internet. However, the problem with Web2 is that a few companies own the data and profit from it, while creators have little control over how their data is used.

Web3, on the other hand, is a new technology that has the potential to solve some of the issues in the publishing industry. Malene explains that it's a shift that is happening in many industries, including fashion and shipping. But for publishing, she sees the most interesting collaborations happening between book distributors and tech startups.

Joeri Billast & Malene Bendtsen at SMMW22

Joeri Billast & Malene Bendtsen at SMMW22

One of the key takeaways from the conversation is that authors don't need to understand the technology behind Web3 to use it. Malene emphasizes the importance of user design and creating services that make it easy for people to use, without needing to understand the technical details.

In terms of NFTs (non-fungible tokens), which are a key component of Web3, Malene is in the early adoption stage and is currently testing the waters with her own book launch. She mentions the possibility of "mint and print," where an NFT is registered on the blockchain, and then the book is printed.

Joeri also raises the question of whether it's better for authors to start with digital products like e-books or audio versions when using NFTs, or to go straight to a physical book. Malene believes that it's up to the individual author and their audience, but she does see the potential for a seamless integration between digital and physical products in the future.

Overall, the conversation with Malene provides valuable insights into the potential of Web3 to revolutionize the publishing industry and the importance of user design in making this technology accessible to everyone. As Malene concludes, the shift towards Web3 is happening, and it's something that will impact us all in one way or another.

Malene Bendtsen

Malene Bendtsen

KEY HIGHLIGHTS (see clickable version on

[00:30] Who is Malene Bendtsen? 

[01:29] Why are you so passionate about revolutionizing the publishing industry? 

[07:23] Can you explain the benefits for authors to explore the potential of Web3 technology in the publishing industry? 

[10:49] Is the use of NFTs in books a current trend in the industry or are you a pioneer in this area? 

[12:28] How can people who don't know much about NFTs still buy NFT books? 

[17:08] What is the best way for an author to use NFTs when publishing a book? Should they start with an ebook or audio version or use a physical book and link it to an NFT? 

[20:08] What are the exciting evolutions that you're seeing with NFTs in the publishing industry the next few years? 

[21:27] Where can people go to buy a book if they heard about it on this podcast? 

[23:12] How can listeners connect with you on social media to stay informed about your work in this field? 


"We have an industry full of unhappy authors."

"We are definitely in early adoption stage"

"This is a big change. We are going to deal with Web3, all of us, but we don’t all have to understand the technology behind it."


Malene Bendtsen's book about Web3 and the publishing industry

Riedel, a platform for publishing fiction books 's collaboration with Ingram, called "mint and print"



About the author, JoeriBillast

Fractional CMO
Web3 Marketing Strategist
Bestselling Author on Amazon
Host of the Web3 CMO Stories podcast